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covid lessons in marketing

WFH. Zoom meetings. Masks. Customers with lockdown anxiety. Civil unrest. Pandemic reality has changed the landscape for so many businesses. How has it affected marketing?

What we’ve learned so far:

    • Covid’s effect has been as drastic and random on business as it has on public health. The pandemic has catapulted some businesses into the stratosphere. Others have adapted and are hanging in there. Many small businesses have closed for good, their owners waiting and watching for the next opportunity.
    • Business is more and more digital. We’ve had to shift to remote work and virtual networking. Digital advertising is becoming more popular for a wider range of businesses. Websites and apps are changing to serve customers remotely with a click or a touch of the screen.
    • Pandemic life is complicated. Nerves are frazzled. Economics are uncertain. Stress is high. Communicating the benefits of products and services should include a focus on safety, ease, comfort and value.
    • Attentions spans are shorter. For marketing to be successful, messaging and design need to be clear, simple and succinct.
    • Consumers and clients are adapting, too. Lockdown frustration aside, we’re noticing that many are (relatively) forgiving of changing environments and rules. There’s a recognition that this is the new normal.

Marketing today is a whole new world. Some of the techniques we thought would work did not, or at least not for long. Others are highly successful. We advise clients to try new strategies, communicate authentically, evaluate frequently and keep adapting. The touch-and-go nature of life in a pandemic necessitates responsive marketing.

More marketing ideas here.

we’re here to help.

Over the past several months we’ve been working with exceptional entrepreneurs committed to blazing a new trail in this pandemic reality. If you or someone you know needs professional marketing, web design or branding help, contact me today to explore options.


allison rae

Based in southern California, Allison is a brand marketing expert and web designer with an extensive background in consumer and business-to-business marketing. She's also a professional photographer. Her passion is blending creativity with business savvy to achieve results with her clients. Sōlfire Creative is the third iteration of her marketing agency.

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