The crisis has moved consumer focus trying to basic human needs.
This piece argues that with the majority of the people dwelling at the bottom of Maslow’s pyramid amid the lockdowns, marketers should be relevant to the customer’s current needs. Brands should shift their content and social media marketing efforts to the bottom of the Pyramid.
The author argues that all the “best-managed” companies have stopped their “normal” selling, and re-directed advertising to the bottom of the Pyramid. Brands should not increase their marketing efforts for any product, whether it is relevant or not, simply because online traffic has increased due to the lockdown.
The long-term relevance of the brand is more important than short-term sales in the present context. But, businesses should shift the theme of their content to focus on their short-term customer needs.
[7 minute read]