The Changed Communication Narrative For The Second Wave

Many brands have stepped ahead and are helping the country to fight the tough oxygen battle during this wave who are using the digital medium to amplify requests from the public

Stepping into 2021, we all were hopeful of going back to some sort of normalcy in our lives. Ever since the Covid19 breakout in 2019, the world has changed drastically. The pandemic impacted almost every part of our lives, from the places we go, to the way we spend our time and the way in which we manage our expenses. The first wave of the pandemic compelled every business to adapt to the online mode of marketing, strengthening the cause of new-age marketing channels over the traditional mediums. No matter what industry you are into, it had become imperative for your company to have an online presence in this digital and mobile obsessed world.

The second wave of the pandemic has risen across the country and is at the centre stage now due to the lockdown imposed by the officials. The narratives this year have shifted from frontline workers and general public stepping out to fulfill their duty to mankind, this year to hospital and health requirements. Many brands have stepped ahead and are helping the country to fight the tough oxygen battle during this wave who are using the digital medium to amplify requests from the public.

In difficult times like these, if you are choosing to sit silent, then ideally it's not the best option to run your business. Consumers need to be heard and feel the compassion more than ever today. It is important to be authentic with the audience and show a sense of empathy when curating a narrative. Sharing relatable stories and solutions is essential in the current scenario. The businesses now have an opportunity of connecting and humanizing their brand.

New consumer behavioral patterns have led to permanent changes; today the digital experience has completely replaced personal experience which is here to stay. Understanding your consumers now is going to add value in the post covid world and prioritizing customer engagement will help your brand stand out and build a loyal customer base.

2020 has taught businesses how to effectively use digital marketing tactics and to stay afloat in unprecedented times like these. With the uncertainty of how long this pandemic is going to last, companies can’t get back to their old marketing strategies, thus matching up to the ‘new normal’; to keep up with advancements, an entrepreneur should always keep their business model profound. Covid19 has taken a toll in every aspect and for every sector, the ability to adapt the shifting landscape is the only way to tackle difficult circumstances.

One of the most significant learning of the pandemic is to be flexible and align to the future digital. This phase is not about marketing your products and services unless it needs immediate awareness building; it is about the communication efforts. Brand engagements genuinely help the customer or society. It will not only impact the way they will pass through the pandemic but also how it will also set them apart when all of this will be over.

The author is Jay Rathod, Founder, Koffeetech Communications

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