Over the last two years, the way brands approach communication has been turned upside down. We all know the primary culprit : the worldwide pandemic due to covid-19. This pandemic, which affected us all has influenced our social relationships and interaction, making us rely heavily on virtual connections.
Covid 19 set a whole new trend into action ... demand for digital expertise and experiences exploded. Globally, most sectors are increasingly focused on their online presence.
· the creation of web applications (+45.6%);
· creation of e-commerce sites (+41.64%);
· SEO (+36.94%);
· and digital strategy (+30.40%).
Conversely, the number of projects in event marketing and the creation of mobile applications is falling. In the latter case, this phenomenon can probably be explained by the priority given to the transition to an online operation. Companies therefore prefer to invest in new web applications and the development of an online shop.
So how should brands communicate today ?
It is obvious that consumers are now placed at the centre of the communication strategies established by brands. Brands today must ask themselves what their role is in the lives of citizens. Indeed, the consequences of covid-19 have brought to the forefront the need for trust and authenticity in the world of marketing and communication. Brands must therefore work on their "raison d'être", while strengthening their value proposition and, above all, demonstrating their positive stance for social and corporate responsibility.
What content to offer ?
Disseminate useful information :
Many brands are clearly communicating the government's health guidelines on their platforms. Some have also offered tips on how to successfully survive the negative consequences of covid relating to financial and mental health in addition to how to effectively work from home. It is important to communicate with a sense of humor and kindness to help combat the current atmosphere of fear mongering and anxiety.
Communicating about the adaptation of services :
Some companies and brands choose to communicate about the continuity of their services and the measures taken to maintain their operations. This is particularly true for home food delivery companies, which add to partially or wholly transition to offer take away options due o covid restrictions. For example, the food delivery company Frichti communicates about the increased hygiene and safety measures and the introduction of 'touchless' food delivery to appease consumers and encourage them to continue ordering.
Offering digital alternatives :
One of the difficulties of restrictions has been of course the lack of activity and sports clubs have had to sharply pivot in order to survive. The CMG (Club Med Gym) is currently offering their usual group classes but via free online classes from their Facebook page, available to all, non-members and members alike.
Acting (almost) as if nothing had happened :
Some brands have decided to continue to communicate normally about their products or services. This is the case of Etam, for example, which, with the exception of a few posts, has kept its usual editorial line. However, it communicates discreetly on its solidarity actions such as the mobilization of its prototyping and R&D centre to produce protective masks and thus support health professionals.
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