Ronn Torossian
Ronn Torossian

It will likely take some time before marketers figure out how to adapt and adjust to our new normal. There was never a year like 2020, and the pandemic changed the consumer mindset as well as their values and expectations. But the customer still remains number one.

So, what might marketers do to better engage this new consumer? Here are some tips:

Customization will be important. Marketers will need to do an even better job segmenting their audiences. Consider other aspects of the audience beyond their age, income, favorite products, etc. and include things like their attention span or comments. Do they spend 10 seconds or less on the brand’s page? If so, place them in a separate category than those who linger there. Customize shorter messages of value to them and answer noteworthy comments.

How many customers and potential ones have abandoned their shopping carts and not completed purchases? Many may still be recaptured with a personal email or text inquiring why, as well as a special offer. A similar effort should be made with customers who haven’t purchased in a while.

Brands advertising on various platforms and in different venues will also benefit by customizing their ads. The same ad on different platforms often doesn’t work and has the same appeal because of variances in size and ratio. What looks great on the website may not be as appealing on a smartphone. The same can happen by publishing large ads with complex images on other platforms.

Facebook is one such example. According to an October 2020 Statista study, 80 percent of people accessing Facebook did so only through their mobile devices. Being aware of how an ad or infographic will look and be received by customers using smartphones will make a difference in successfully connecting with them.

Catering to mobile users is more than an accommodation. It’s a necessity. Other numbers offered by Statista showed that smartphones account for 61 percent of all organic searches on Google and 50.8 percent of all website traffic. Not only has mobile surpassed laptops but it’s also the doorway to other popular channels like Snapchat and Instagram. What will also help tremendously is boosting website speed and improving the website experience.

At the same time, draft and launch a multichannel strategy taking into consideration all of the above as well as the following. The vast majority of digital users frequent more than one platform regularly. However, each has its own target demographics. This means tailoring any messages and ads to reach the right audience. Be sure to test and compare results to gain insights for future campaigns and changes that need to be made.

An invaluable lesson that came out of the pandemic is that consumers long to learn. Use the different platforms to educate them. By learning and understanding what they want to know and then filling that need, brands have an opportunity to secure a loyal following.

Consumers are much more likely to make a purchase after reading or viewing content they find educational and valuable to them. They’re also more prone to refer friends and family who have similar interests.

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Ronn Torossian is CEO of 5WPR, a leading PR agency.