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Top 5 Challenges for Marketers in COVID-19 (and Tips to Overcome)
By Anand Kannan
21st Sep, 2020
Vertical :
General
Functions :
Marketing

Novel Coronavirus, termed Covid-19, is the worst health emergency the entire globe has ever seen in a century. For more than a year, the impact of the virus shows its complete dominance over people’s behavior and the way businesses operate.

Intermittent lockdowns, mobility restrictions, and the Covid-19 surge have forced customers to leverage digital channels to satisfy their needs. According to network insights from Nokia, internet traffic during lockdown saw a spike of more than 45% across the world, and it will soar further in the upcoming months.

However, with the marketing landscape remaining volatile, brands are still struggling to adapt to the changing customer communication preferences. So let’s take a closer look at the top 5 marketing challenges for businesses in 2021 and tips to overcome them.

Top 5 challenges for marketers in Covid-19

The pandemic has introduced some novel challenges that marketing teams have never encountered.

  • Knowing what customers want
  • Discovering the right channel for communication
  • Using the right automation tool/platform for lead generation
  • Improving customer experience
  • Building loyal customers

Tips to overcome challenges and improve conversions

Personalize marketing communications and messaging

Personalizing messages and communications is a great way to cut through the clutter and reach your customers. Merely using a prospect or customer’s name can amplify the impact of your messaging significantly.

When extended to include empathy, personalized messaging will enable businesses to make their prospects feel valued and create unique customer journeys. Thus, allowing the companies to stand out by helping prospects choose them over their competitors.

Boost customer support

Robust customer and lead support is crucial to engaging prospects and collecting data. These customer interactions hold the potential to provide deep, meaningful insights into customer behavior and devise strategies for acquiring customers at a lower cost.

Quick response to queries and confusion is also crucial to retaining customers and upholding brand reputation. Acing performance in this department will mean companies get indirect word-of-mouth marketing without investing any additional resources.

Use omnichannel touchpoints to acquire customers.

A customer uses a variety of digital channels and is bombarded with thousands of branded messages each day. Therefore, businesses must deliver consistent, clear, concise marketing messages across platforms to stand out among other brands.

However, the pandemic has changed the importance of each digital touchpoint. Therefore, strategically using these digital touchpoints is a must for marketers to convert a prospect to a customer.

Channel inbound traffic

With people spending significantly more time on the internet, businesses likely see a spike in organic and paid traffic on their websites and social media pages. The inbound traffic is nothing but potential opportunities that companies can take advantage of.

Companies can use interactive marketing strategies to engage inbound traffic and convert visitors to leads. By leveraging omnichannel marketing and customer support data, businesses can predict customer behavior and modify their digital channels to maximize inbound traffic conversion rates.

Leverage marketing automation

Budget cuts, reduced staff, and increased pressure to slash customer acquisition costs while delivering exquisite customer experiences have made marketing automation critical to thriving in the uncertain business landscape. With automation, companies can overcome these challenges and boost ROI on their marketing investments.

AI-driven text-based automation platform

While multiple marketing automation platforms are available to implement the strategies above, an AI-driven text-based automation platform trumps them all. AI-driven text-based automation platform with personalization skills provides businesses a single-stop solution to achieving their outreach and engagement goals.

With an AI-driven text automation platform, companies can:

  • Eliminate communication inconsistencies
  • Personalize interactions at scale
  • Engage leads and prospects
  • Automate customer support
  • Engage inbound traffic
  • Analyze and measure marketing campaigns impact
  • Gain insights into customer expectations and behavior

Another key feature that sets AI-driven text-based automation platforms apart from other platforms is their ability to connect with customers on their terms.

Text automation platforms can communicate with customers through text messaging channels like SMS, WhatsApp, Messenger, giving companies a critical, personalized touchpoint to resolve customer queries and engage prospects.

The AI-driven text-based automation platform, powered with self-learning capabilities using NLP, helps brands schedule automated text messages with intelligent, cost-effective, and impactful marketing messages that engage customers better.

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