What We Need to Learn From COVID-19: Customer-Centric Marketing

COVID-19 has been a jolt to many brands — a three-month time out that no one asked for. But even if you weren’t looking for a break, it’s been a unique chance to reflect on where your business is and where you want it to be. Don’t let this moment pass without considering whether your core business assumptions are still correct.

Is your value proposition relevant to today’s customers? What will the new normal look like in your market? Where do you pivot from here?

The answer to all of these questions comes from the same place: Your customers.

Customer-Centricity Is Winning COVID-19

When a company organizes and builds itself around its customers, it develops a deep understanding that allows it to connect with them in more organic ways.

In true customer-centric marketing, you don’t create your marketing to reach product goals. Instead, you create your marketing to help your customers reach their goals with the help of your products.

If you’ve truly reached that understanding of your market — of your customers’ wants, needs and the why’s that drive them — then you don’t need to be told how to communicate with them through a crisis. The understanding and relationship you build with customer-centric marketing will guide you to the right message for marketing during COVID-19, national protests, and the new normal that will eventually emerge from a trying 2020.

A Moment to Decide Your Marketing Future

During the pandemic, your marketing can’t be about your products, it must be about your customers and what they’re experiencing. But that’s actually better marketing all the time, not just during a crisis.

In true customer-centric marketing, you don’t create your marketing to reach product goals. Instead, you build a deep understanding of your customers and create marketing to help them reach their goals with the help of your products.

That level of understanding will pay the greatest dividends not only during the pandemic but also as we recover from it and emerge into the much-anticipated “new normal.”

If you learn these lessons now, while you have a pause to really plan around them and build customer connections, it will lead your brand to better success far beyond the COVID crisis.

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