Marketing and Branding – How Buyers Have Changed During COVID-19

Buyer behavior has changed dramatically in recent months, and marketing and branding must meet the challenges of these changes.

Most people have been forced to change their shopping habits as a result of the recommendations that most countries have issued to their citizens to try to minimize the number of infections. At Twelve12, we want to share with you some data that may be of great importance for your decisions regarding Orange County marketing strategies.

At the end of 2019 and in the first quarter of 2020, we had been talking about how most consumers decide to buy products and services today. We talked about the great influence that digital channels have on these decisions and that marketing strategies should go beyond launching an attractive product to motivate consumers to buy.

A good part of that motivation was focused on the brands transmitting a clear message with which their consumers could identify. For example, being socially responsible or focused on the environment with the use of environmentally friendly technology or recyclable packaging material, donations to certain types of institutions, support for specific programs, etc. But all this had a weight that was balanced along with the traditional presentation of products and services; final decision-making was made at the place of purchase and could be influenced by a seller and by the physical characteristics of the product.

Given the current circumstances, we have been forced to adapt the buying behavior to digital media in a dizzying way. It could be said that the projections that were more than 5 years old were adopted in a matter of weeks – and there is no going back.

Of course, at some point, we will eventually return to a more “normal” everyday lifestyle, or at least we all hope to. Given the medical advances reported by the media, it is expected that, hopefully, during 2021 a vaccine for COVID-19 will be available which will help us to resume a more normal course of life. However, the digital platforms in which companies have had to work in overdrive during these months will not necessarily be closed, and the way we do business may never be exactly the same. This is not entirely a negative thing.

On the other hand, buyers have seen a change in the way they receive their products and services. Given the sudden drop in income in most companies, businesses now seek new and creative ways to continue selling despite obstacles we are facing and that lead to better offers, better customer service, special treatment for certain customers such as the elderly and pregnant women, special applications, optimization of communication with the customer, and many other features of selling that will hardly be abandoned now.

This is the time for you to optimize your business for now and for the future. To know more about how to do it, give us a call today. At Twelve12, we’re waiting to assist you with marketing and branding, web design and development, SEO, and other expert services with our top Orange County marketing team.

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