Hey, remember precedented times? Neither do I. A world where things were relatively predictable, where the social and political order appeared static and where brands knew where they fit feels like a lifetime ago. In its place, we find ourselves living in the most uncertain period in recent memory. The upending of political, social and marketing norms has become par for the course, and building and maintaining an effective brand message has never been more difficult. Your language has never been more important, more scrutinized or more powerful than it is today. I believe what you say (and the way you say it) is now the defining factor in how brands tackle global events and how successfully they navigate the stormy waters of social upheaval. Make no mistake: Your ability to deliver a consistent, effective message — at scale and across multiple channels — will be interrogated. There is no margin for error here. Everything has changed.
Every brand's challenge is unique.
The upheavals of 2020 do not represent the end of branding and marketing. Far from it, in fact.
There is still a place for the brand in the new world taking shape around us. There is still a place for marketing. But what that marketing should look like as the world grapples with the very real and very concerning issues of the day remains unclear, at least for the moment.
Building for an uncertain future.
As murky as the current marketing waters are, however, every brand will need to learn to navigate them.
The fine balance between customer retention and customer acquisition is fundamental to B2C brands. Striking out to acquire new customers and grow your business is just as important as ever, but long-term loyalty is the lifeblood of business. The messaging your brand uses will likely be largely responsible for the success or failure of your brand's efforts in both of these crucial arenas.
Marketing is now a business-critical issue that should resonate at the most senior level of every company. Your brand's message isn't just about campaigns anymore; it's about the way you communicate as a brand — and stay true to your brand values and voice — for the long term.
Making a start.
Every brand should be taking time right now to step back, think and reset for the turbulent times ahead. An effective reset should involve company leadership and senior marketers working as one team while simultaneously holding each other to account in the name of the brand.
From my experience, I've found there's a real appetite among senior marketers to learn more about advanced technology and how it can accelerate marketing performance in the current climate. Many progressive and savvy brands are embracing technology that can demonstrate commercial impact. Within a large organization, it's not only inspiring to hear of leadership empowering teams in this way, but it also shows what's possible.
As for "next steps," here are a few suggestions based on what I've seen these past few months that you could implement into your brand's 2020 plan:
1. Embrace change. As we scroll through our Facebook and Twitter news feeds and see some tone-deaf advertisements, the truth is obvious: Things have to change. Relying on the marketing status quo in the months to come is not going to cut it anymore. I believe 2020 will be the year that customer-centric messaging finally takes its rightful place in the driver's seat of consumer engagement.
2. Be yourself. Your brand's voice will not be the source of the solution to the world's problems, but it's still important. Humanity and authenticity are the cornerstones of the brand-consumer relationship. I believe staying ahead of the curve and delivering a brand message that your audience demands on every channel at scale will be more important than ever.
3. Look to the numbers. The way you speak to your audience matters. Taking a data-based approach to the copy you use in your marketing can make your path forward clear ... if you let it. Tracking performance at scale can tell you what's working, what's not and where you need to focus. Ignore the data at your own peril.
4. Explore technology. Advanced technologies like AI should enable your brand to maximize its presence on digital channels in 2020. Remaining nimble and catering to the shifting tastes and preferences of your brand's unique audience can become more valuable with every passing day. Just remember to proceed with caution. Jumping into advanced tech like AI without a specific marketing goal in mind out of desperation could be a recipe for disaster. Narrow your applications for tech like AI — applications that solve a real business problem can yield much more robust results.
The truth is staring you in the face.
For those who have been paying attention, none of this should come as a shock. Access to information, widespread participation in social movements and a higher social consciousness are a part of the human experience now. The digital transformation has made it abundantly clear that the audiences that brands will be trying to engage in the next decade will bear little resemblance to those of yesteryear.
What you can do right now, in this historic moment, is embrace change, position your brand on the right side of history and get back to doing what you do best — providing a quality product at a reasonable price and building a more robust, data-based marketing strategy for the uncertain times to come.
The lines have been drawn, the pieces are set. The question is: Are you, as a leader, ready?