Reimagining Marketing in the Next Normal During COVID-19

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Table of Contents

Introduction. Challenges for Marketers in the COVID-19 Era

Home as a place to live, work, study, play, shop, etc.
General economic uncertainty and psychological pressures.
High dependence on technology and digital channels.
Marketers have to take into account long-term economic an psychological factors.
Efficient communication can lead to successful long-term results for a brand.

General concerns about physical, psychological, and economic well-being.
High privacy concerns and dealing with sensitive health data.
Demand for transparent political actions.
Necessity to create atmosphere of trust and safety.
Shifting public behavior patterns and emergence of new activities.
The ability to establish trusting relationships with clients will determine company’s future in the new normal.
Long-term healthcare and economic crisis.
Activism is on the rise.
Public concerns about economy, capitalism, and its impact on nature.
Publically stated purpose makes businesses more accountable.
New socially-oriented enterprises, services, and communities emerge.
Brand’s purpose as a new means of communication with customers.

How should the brand’s strategy be adapted to the new trends?
Are there essential analytic capabilities to identify and act on the new opportunities?
What are the new channels of communication and how to use them?
How customer experience can be improved in the new borderless environment?
How should company’s internal communication change under the new conditions?

Arora, A., Dahlstrom, P., Hazan, E., Khan, H., & Khanna, R. (2020). Reimagining marketing in the next normal. McKinsey & Company.

Remes, J., Manyika, J., Smit, S., Kohli, S., Fabius, V., Dixon-Fyle, S., & Nakaliuzhnyi, A. (2021). The consumer demand recovery and lasting effects of COVID-19. McKinsey & Company.