In a matter of weeks, the coronavirus pandemic went from being just a fear to a global crisis that quarantined entire societies and shut down important sectors of the economy in many parts of the world. Companies and citizens had to adapt, as did communication and digital marketing agencies, changing the way they communicate.
Although most companies and institutions are focused on the right way to navigate the immediate reality and short-term consequences of the crisis, the truth is that this pandemic will bring about long-term changes. There will be a new reality, and we need to prepare the right way to communicate in this new professional and social reality for the coming years. In this way, the pandemic has also reinforced the importance of a communications agency as a key part of a company’s strategy. Developing strategies based on knowledge and insights that improve the way we reach customers in real time and attract new sources of income, while securing existing ones.
Edelman has compiled the 12 fundamental ways in which the coronavirus will change society, culture, and the way companies communicate:
Remote working shows that it is viable
The recent normalization of remote working has led companies to rethink the office as a productive space. They are now thinking about how to create a space to develop team spirit and good collaboration practices. This will also make companies more open to hiring employees who are not close to their offices and forces companies to support remote working.
For example, Shopify offered its employees $1,000 to help them set up their home office. This raises a communication challenge when it comes to remote teams, which requires employer branding and internal communication plans to get the right message across to employees. But if they succeed, companies can only benefit from this new trend.
Companies in the Spotlight
As shown in the Trust Barometer, in 8 out of 10 countries surveyed, “my company” was better prepared to combat the virus than “my country.” This also means that employees now expect companies to act accordingly.
Education goes beyond school
The closure of schools and universities forced millions of university students to receive online education and forced many parents to become teachers. This situation has become completely normal, and will lead to greater flexibility in how and when people learn. In this field too, internal communication strategies will be important in getting the right message across to your employees, so they know that you are attentive to their needs.
Goodbye minimalism, hello “Castling”
Minimalism may be losing importance as people begin to “fortify” their homes to try to cover all their possible needs. This may also mean that the design of homes themselves is beginning to change to facilitate remote work and study. This field presents a communication opportunity for various companies, such as technology companies, remodeling companies, real estate companies, among others.
Investment in “virtual reality” and “real” reality
New technologies such as 5G will finally make virtual reality “real.” Experimental activities that now seem out of reach for many are beginning to take place in virtual spaces (e.g., attending concerts).
Safe travel with minimal contact
The way we travel will also change. As people begin to prioritize cleanliness and sanitation, the hotel industry will reaffirm its strength over other alternatives, such as Airbnb. It is necessary to seize this opportunity to be the focus of campaigns. Vacations will also change a trend that favors outdoor activities, such as camping or skiing, allowing you to rest and enjoy your vacation without having much contact with other travelers.
Society will be more balanced in terms of health and wealth
COVID-19 will further increase the balance between income and health status, as well-being and preventive behaviors will be taken more into account.
The emphasis on sanitation will change health-related business models and bring new threats
Telemedicine will be a priority when it comes to medical consultations. In addition, greater awareness of mental health issues is expected, and demand for these types of services will increase.
Greater trust in medical specialists
After years of erosion in trust in this sector, the Trust Barometer shows that scientists and doctors are the most trusted people to respond effectively to the crisis (85%), followed by national health authorities (78%), global health authorities such as the WHO (74%), and local health authorities (72%).
Populism is here to stay
For many people around the world, the coronavirus is yet another manifestation of concerns about immigration and our interdependence in the world around us. This could give rise to new populist rhetoric and strengthen existing populist movements. The responsibility to provide information in this area is important
COVID-19 will force uncomfortable decisions about ecological behavior
As consumers begin to prioritize sanitized environments, businesses and users may face greater confusion regarding options related to disposable products, such as disposable plastics or plastic bags. For example, companies such as Starbucks have removed reusable cups during the pandemic.
Danger in the retail sector
The retail sector will take another step toward e-commerce, even for those products and companies that have been resistant until now. Trying out products such as makeup in stores will begin to be considered very dangerous. Similarly, restaurants will accelerate the shift toward a home delivery model, and “ghost kitchens” will emerge.
Companies are paying closer attention to communication and marketing
Communication strategies and digital marketing strategies, which encompass all aspects of communication, are more important than ever. A good content marketing strategy, social media, online store, and corresponding promotion strategy are essential for winning new customers. It is equally important to know where to invest your digital budgets and run campaigns with ROI analysis, such as Facebook ads, Google ads, search engine positioning, etc., which will increase the number of visits to your website and help you reach your target audience. Choose a content strategy with the right keywords and develop interesting content. Email marketing will also make an important contribution, as it is essential for promoting your products and services quickly and directly.
EDC is Edelman’s Affiliate Partner in Portugal. See the original Edelman news item here.
