5WPR CEO On Innovative Marketing in a Post-Pandemic World



The Covid-19 vaccine being widely distributed all over the world means that everyone is slowly starting to enter society with a “new normal”, with businesses and consumer behavior going back to trends from before the pandemic. 

Things are still looking better and brighter, with recovering jobs numbers and increased consumer spending. However, while no one can predict the future, most people are expecting things to get better, including marketers, brands, and corporations, which means they have to make plans on what’s going to work for consumer engagement and marketing in this “new normal”. 

Mutual Conversational Marketing 

Many marketers are going to start increasingly relying on rich communications services (RCS), which will result in brands and corporations engaging with consumers at scale, in an innovative and mutual way. That means brands won’t be relying on SMS marketing as much as they used to, with consumers increasingly preferring RCS over SMS in terms of marketing campaigns, promotions, and the way that companies present information to audiences. 

Google already implemented an RCS chat, and many industries are already taking advantage of the potential of such conversational communication options that are able to drive engagement and increase brand loyalty. Restaurants, which have been reliant on delivery platforms, could also start utilizing such tools, along with fintech companies that can offer more benefits to consumers. 

Conversational Commerce

A large number of companies have started relying on channels that are always open and active for communication with the consumers, which results in buyers who can quickly receive answers to any questions or resolve potential issues. The main tool for this that companies have been using is chatbots, which can be incorporated into a website, an app, or even a Facebook page. 

Additionally, the potential for chatbots goes further than customer support, with many businesses integrating marketing into the mix. That way, businesses have been able to analyze the consumers’ responses, anticipate their needs, and offer relevant solutions. Chatbots are also useful when companies are looking to create a stronger relationship with their audiences for a happy, loyal consumer base. 

Omnichannel Marketing Efforts

For many years, companies treated all outlets and channels equally, which was the idea behind omnichannel marketing efforts. However, this approach is quickly changing, with brands looking to create curated efforts across all channels, instead of promoting the same solution, the same way, across social media, email, and paid ads, for example. 

Strategic content optimization matters a lot more than it used to because buyers don’t want to look at the same promotional material on every platform they use. Additionally, the same type of content doesn’t work across all platforms. While a graphic or an image would work well on platforms such as Instagram, or Pinterest, it’s not going to work on platforms such as YouTube or Tiktok. That’s why companies should optimize the same content to fit different platforms, instead of using a broad-brush approach to their marketing efforts.

5WPR CEO On Maximizing Your Business Connections at Big EventsAbout the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency