Marketing Communications In the Second Half of 2020

Within the first half of 2020, the world has seen a string of events that have undoubtedly shifted attitudes towards how modern day businesses should conduct themselves in the public eye. We explore what marketing communications should look like for many early-stage businesses and SMEs as they find cadence in the ‘new normal’.

Comprehensive marketing communications is more important than just adding ‘fluff’ to boost sales. As consumers continually become more discerning, marketing communications not only demonstrate how your business offerings gel with your target customers, they humanise your business. This is particularly important as good communications have shown to improve customer loyalty in a world that is saturated with choices.

Read on to discover the top three things you need to keep in mind for the discerning consumer for 2020 and beyond:

WATCH AND LEARN

Seismic socio-political events like Covid-19 and Black Lives Matter may seem challenging to navigate around. However, they provide very strong insight on mindset and where public priorities lie. Like no other time before, we now have access to real time public opinions as a result of social media. By paying attention to them and cross-analysing expert advice on credible sources, you are equipped with clues towards a clear direction with your communications plans.

STAY TRUE TO YOUR OBJECTIVES

Very much like business operations, marketing communications should be designed around facts and objectives. Business owners should consider whether their actions measure up against their key objectives and reflect their company values. The same applies to marketing communications.

A way to simplify this is to ask yourself the three questions:

  • How would I sum up what I want to say in three key messages?
  • Why is this relevant to my audience? Am I being helpful?
  • Does what I want to say measure up to my business objectives and values?

By answering these questions, business owners are able to clearly discern the important aspects of what they want to say to their audience. By identifying whether their messages are aligned with business objectives and values, a business owner is able to temper their personal opinions with what is important to the business.

SILENCE ISN’T ALWAYS GOLDEN

In a world where consumers view products and services as an extension to their identity, it has created a trickle effect to businesses that provide them. Over the past few years, we have seen the power of online influencers and word-of-mouth that have helped businesses emerge from humble roots, or demolish them overnight.

Whilst it may sound dramatic, it is not unheard of. During times when a business is faced with the need to make a public statement, their silence can be resounding. This may not work in a businesses’ favour.

Hence, before any response is made, it is important to review the three key questions mentioned above, before embarking on any marketing communications initiative.

Have your business operations been affected by COVID-19? Here’s what Roger Wood, MEIF Fund Principal and Midven Director has to say about the four key things businesses should consider during a crisis.

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