New Normal: Speed ​​for the digital future

 Moved to the UK from a country that had experienced civil wars, revolutions and military coups. my new classmates would ask me, "What's it like to live there?" My response is always the same: "It's normal."

While this is a tremendous time, we can not underestimate the human desire to return to normal. Evidence of this desire is all around us, even in the midst of this crisis. And it is this need to normal in highly disturbed landscapes that must guide our response to it.

Planning for the new normal begins to Digital Marketing Agencies in Newcastle  understand that this is a fluid environment and breaking it down into the different stages of the individual. our friends at the local Planet has built a framework based on their experiences in China over the past few weeks. As the center of the outbreak until now, there is a valuable lesson in the experience of China, and a window on what we can expect in the coming weeks and months.

Within this framework, they break down as Pre-outbreak phase, Community Outbreaks, control, and Market Recovery. We're past the point of pre-plague and should focus on the following three phases.

To help guide messaging and activity in the first two phases, Bain and Company has produced the following graphic elements to highlight the value that consumers are looking for today:

Three Elements Value for Consumers Take Precedence Over Pandemic

In this study, Bain has identified that the brand should focus on messages that Reduce the Risk, Reduce Anxiety, and promoting the Affiliate and owned. It looks like what? Again, let's return to China with our friends at the local Planet and highlight examples:

In this example, Uniqlo uses a loving message, share tips to combat the virus, and updated proactive hygiene measures implemented in their shops.

Since we are already in this phase outside of China, it should be noted that a number of progressive brands have proactively messages in this vein. In Canada, Mr. Lube has taken a similar approach to content for their site, including Google Posts:

Google Post by Mr. Lube

Loblaws supermarket chain has set aside time for seniors and high-risk group for shopping at the grocery store and promoted through their digital content:

Loblaws ads promoting a special hour for seniors to shop for COVID-19

Messages that emphasize the principles articulated by Bain very important in this phase, especially the elements of functional and emotional.

Transform to cater emergent behavior

As we move into the phase control, the focus shifted to dealing with a new normal that includes a broad and extended lockdowns and social distance. Given the extended nature of the possibility of this phase, the implications are beyond mere messaging, but also into the business functional models. This is where the business needs to consider the provision of their services, their revenue stream, what they mean to their customers, and how to actually adapt to new realities.

If this sounds familiar, it's because these are the principles that have driven the digital transformation for the last few years. The difference now is that these changes are wholly forced from external factors, and the condensed dramatic time.

My colleague Koen Smeets has identified important lessons gained from Spain, the country further into a pandemic. Among these lessons is the need to cater for the behavior that appears. What this looks like in practice? An example is the proactive drive for deliveries as the main call to action within the restaurant space, which is currently the only way for these businesses Digital Marketing Companies Newcastle to transact in many countries. Of note is that this particular space is already under pressure from the home delivery before the current crisis, and this is an acceleration of that trend.

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