How COVID-19 Changed the Marketing Game

COVID-19 reshaped the landscape for every industry and every area of business. And while logistics and supply-chain issues may grab all the headlines, marketing changed a lot during the pandemic. Shockoe’s Dan Cui, VP of Sales & Business Development, and Dexter Williams, Digital Marketing Strategist, came together to share their insights on the shifts COVID-19 made to the marketing game.

Cui and Williams agreed many changes in marketing were happening before the pandemic, but things accelerated at a rapid clip over the past two years. “There are a lot of things, as marketers and as salespeople, we have to think about and reevaluate and better position ourselves for a post-COVID world,” Williams said.

Cui believes that marketing is emerging as the center of revenue growth for most businesses today. And with that center, focus marketing needs to ensure its segmentation strategy amongst all business areas is solid. And within those segments, the technology exists to drill down and market to individual customer needs and traits. If a marketing department isn’t doing that, they are behind the curve.

“It’s key now more than ever that companies not only know their segments, know their customers, but that they’re listening to them,” Williams said. “They’re listening not only to their demands and their needs, but they’re also meeting them in a timely manner and circumstances, and situations, and that’s part of that segmentation process.”

Cui and Williams recognized customers and prospects today have access to a lot of information. Customers do their homework on the companies they want to partner and do business with, so companies need to do their homework too.

Every channel that a customer or prospect can learn about a company needs to have the relevant insights and information available to guide the customer to a decision.