Authentic Content Marketing Is Needed During Crises
The COVID-19 pandemic has put the whole world on unchartered territory; for businesses that are navigating the new normal, it’s vital that marketing teams proceed with utmost empathy, sensitivity, and caution. This health and economic crisis has prompted brands to take a step back and assess client servicing as well as marketing strategies.
The use of social media saw a sharp increase during the COVID 19 pandemic especially due to the imposed quarantines and lockdowns coupled with social distancing. People have looked to their gadgets – mobile phones, tablets, and laptops – to pass time and feel a sense of connection and community with other people. According to Kantar’s data, people’s behavior has shifted since the spread of the Coronavirus. Social media engagement has increased by 61 percent during the later stages of the pandemic.
As people turn to the internet for information and entertainment, as well as to access essential goods, people need and deserve authenticity from brands and not stereotypical, in-your-face marketing pitches.
What is authenticity? Derived from the word authentic,’’ authenticity is defined by Cambridge Dictionary as “the quality of being real or true.”
This historic time calls for cutting through the noise and being empathetic to your audience and market. All over the world, the pandemic has had an impact on everyone, from isolation, illness, to the loss of and grieving over loved ones. Marketing must set a tone of support, trust, and unity between you and your customers.
Currently, some of the most appreciated content online has to do with humanity – it shows people who are providing support to others, businesses that are contributing to those in need, frontliners and their families, and success stories amid this new normal.
A new research by Twilio found that inspirational messages and strategies on how to keep safe were ranked as high interest by 37 percent of consumers, particularly when the content is related to the brand’s area of expertise. Customers likewise valued critical updates and actually expect leadership from companies. Customers were also keen to know more about the charitable works and activities being undertaken by their brands.
Authentic marketing
In a time of uncertainty, it is evident that clients want to be engaged and informed and want companies that they can rely on. Connecting with these brands gives them a sense of security as well as a source of information.
Audiences can spot the difference between a company doing lip service and one that is genuinely concerned about its clients. At this time, every campaign must have meaning, resonate with your audience, and be filled with purpose.
Here are three examples of authenticity in marketing that created an impact:
- Tesco: this leading supermarket retailer focused on a public service approach to their marketing amid COVID 19. Through a series of ads and communication collaterals, Tesco urged customers to do social distance; this giant ensured through its supermarket protocols that it was “keeping you safe.” Its campaign explained key staff placements, a cap on the number of shoppers allowed at one time, and new measures to ensure safety.
This campaign resonated with people because it shows how Tesco is adjusting to meet the needs of its communities; Tesco shows it can be trusted because the business has a plan in place to ensure customers’ safety and security.
- Nike: sports and recreation have been hit by the pandemic in unprecedented ways; with the restrictions on mass gatherings, people have been unable to visit gyms and fitness centers. The sports powerhouse has been focused on online engagement. True to its commitment to fitness and health, it has made its Nike Training Club app – a subscription app – free to use. It has capitalized on some of its athlete endorsers by offering training and workout content for free to encourage people to move and exercise in the safety of their own homes.
Health is more important than ever. By offering this exclusive application for all free of charge, Nike shows its loyal customers that it cares about them. It is also leading the way and showing other businesses how to boost engagement by maximizing available digital platforms.
- DoubleTree: this Hilton-owned hotel chain is well-known for its delicious chocolate chip cookies. As a sought-after product, the recipe for the cookie has been a closely guarded secret. With people confined to their homes, gardening, cooking, and baking have been some of the more popular indoor activities people have been dabbling into. DoubleTree by Hilton officially released the home bake version of their iconic cookie so bakers can recreate this treat in the comfort of their own homes, and serving them for the pleasure of their loved ones.
The release of DoubleTree’s cookie recipe is the firm’s way of offering happiness amidst the anxiety and uncertainty. This kind gesture shows that DoubleTree feels for its customers and offers them this gift of comfort.
“We know this is an anxious time for everyone. A warm chocolate chip cookie can’t solve everything, but it can bring a moment of comfort and happiness,” says Shawn McAteer, DoubleTree by Hilton’s senior vice president and global head.
Going back to basics
Brands who are able to concisely impart their core purpose while serving others is crucial during this time. Offer authentic positivity and instill a sense of security in your marketing campaigns.
Do not underestimate the value of an emotional connection. Compassion breeds loyalty. Once customers feel they can trust you and are valued by you, your businesses will see an increase in their client base.
Before sending an email, know your reason and logic behind it. Are you offering a beneficial opportunity or simply attempting to move your product? The key to authentic marketing is found in intent – be thoughtful in all your engagements and constantly monitor your progress. Create campaigns that are meaningful, add value to the lives of your customers, and reflect the unique circumstances we currently find ourselves in.
Brand authenticity is not something that ends when there is a COVID-19 vaccine; genuineness in business practice never goes out of style. Maintain and ensure consistent authenticity in your brand marketing and it will surely be one of your strongest weapons in your marketing arsenal.
