Be authentic amid crises via social

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 08, 2021, 3:45 AM UTC

Companies must focus on issues and messages that align with their core value.

2020 saw social media platforms fill with misinformation, while challenges like the pandemic, US elections, racial unrest, climate unrest ensued. To communicate amid crises, cut through the noise and build trust in 2021, brands must leverage social media to reconnect with customers and offer solutions that ease buying experiences.

Brands pivoted from selling what they “thought” consumers needed, to what consumers wanted like sweats, athleisure, paper towels and more. Having this attentiveness will likely continue in the year ahead, and businesses must ensure their products and offers are aligned with the required solutions.

For example, retailers adopted curb-side pickup and QSR brands offered free contactless deliveries. Companies must also ensure their ads, organic content and messages shared on social media resonate with prospects while confirming its authenticity and truthfulness.

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