Why Lockdown Has Raised The Customer Communications Bar For Good

Lockdown may be easing off, but a new wave in customer comms is just getting started.

"Sunrise over waves" by oleg.naumenko is licensed under CC BY-SA 2.0

The Question

Where were you when you heard that the world was going into lockdown?

How did you hear about it?

What was the response from your school, your workplace, your clubs and social groups? What about your shops and services?

And, the question that matters as much as all the rest—how have they changed?

It’s this last question that’s on our minds in today’s blog. We caught up with our friend and colleague, Dave Frampton, creative marketer and comms specialist extraordinaire, to hear his insights on the changing landscape of customer communications. Dave’s been doing next-level marketing since 2001, breaking into the consultancy space in 2013. He’s been a powerhouse behind creative campaigns with companies like Amazon, Hiscox and GlaxoSmithKline.

Dave is riding the leading edge when it comes to trends in marketing, so we knew he’d have a take. Boy, did he. Here we go.

The Interview

Dave Frampton, communications consultant, Outrider Communications

Lockdown has affected all of us at home and in the workplace. What are the impacts on people’s digital habits?

During lockdown people are moving around less, and with this consumption of online media and the proportion of spending online versus the high street has increased. The implication of this for brands is that they have to be communicating with their customers online, because that’s where they are to be found right now. 

We know that technologies like Zoom are having a huge impact in this moment. Just how huge is it and what are some other examples? What’s the common thread amongst all those technologies?

At the start of the year many people hadn’t heard of Zoom. Now it’s part of daily life.  Whilst the technology isn’t anything new, the growth has been astonishing, reportedly rising from 10 Million daily participants in December 2019 to over 300 Million by April 2020.  Tools that enable connection with friends, family and colleagues are having their heyday, and will become an everyday part of life for more people in the mid-long term.

Shifting to the business side of things, how are companies affected by lockdown in terms of marketing budgets or their approaches to marketing? Are some businesses more affected than others?

There is plenty of evidence to suggest that marketing budgets have been slashed across the board, as companies look to use that budget to shore up core services to keep their businesses afloat and to adapt to new ways of working.  With this there has been a re-evaluation of marketing plans, and for many companies digital marketing spend is on the rise and is now a larger part of their plan proportional to other channels.

How are these trends influencing the way businesses are connecting to consumers?

With more focus on digital, brands have had to re-evaluate the mix of channels they use. It will be different for each company and sector, but for many digital may have only played a small role in the past, and it is now key.  I think the ability to create a strategy, with rapid creation and delivery of content that has purpose, value and clarity, is crucial right now for long term brand success.

What might that look like for industries that have taken a big hit during lockdown?

For the companies that have taken a big hit to their revenues and slashed their marketing budgets, bold decisions will need to be made.  If they’re spending less on marketing than their competitors, then losing market share is a real possibility. Adapting quickly—right now—is crucial to long term survival and success. 

Where do you see the real opportunities for businesses to connect with consumers in the digital space?

It really depends on the brand’s target audience and the key performance indicators. I think brands need to take a holistic approach to their channel mix.  It’s unlikely that any one channel on it’s own is going to make the difference. The ability to connect to customers over multiple channels and to measure that effectively is more important than ever.  To be more specific, video consumption is through the roof, and there is evidence that suggests that people are reading more written content and for longer. People are craving entertaining and interesting content during a time when they have been housebound. Whilst it might not be right for every brand, content that distracts could really cut through - just look at the success of [Netflix’s] Tiger King.

Are there any examples of companies that you think are doing a good job reaching out to their audience? Are there any campaigns that are showing great awareness or an ability to communicate clearly?

I have been personally impressed by clear, simple, quick thinking from companies like Admiral insurance who, unprompted, gave money back to their car insurance customers. EE offered free data to NHS employees. Brewdog is offering everyone a free pint when lockdown is over. And I loved the KFC TV advert that honored customers’ attempts to recreate their food at home whilst they were closed. I’ve seen a lot of love for brands that have responded positively, which has been reflected in metrics such as sentiment and consideration.

What’s at the heart of those positive connections? Is it just that people love freebies, is there a fanbase—what do you think is guiding those companies?

I think it’s about value exchange. The brands that responded positively showed they care, did the right thing, and however small the gesture was, consumers took notice. Mindsets have shifted since the lockdown began and there appears to be more emphasis placed on function (ie, availability and need) and also a growth of respect in brands that are pro-social.  For brands to stay relevant right now, they need to take note of this, and be even more customer centric and adapt where necessary, to ensure there is a true value exchange with their customer base. 

Have there been any negative reactions toward companies that don’t seem to be keeping up?

I think everyone can think of brands that have not gotten it quite right over this period, and it appears that this has negatively impacted some of their key brand measures.  Time will tell whether the backlash we’ve seen against those companies will result in diminished returns for them. Whilst Twitter reactions should be taken with a pinch of salt, there have even been calls for boycotts of certain companies that customers deem to have acted inappropriately over this time.  

We’ve all heard phrases like “once everything gets back to normal” a fair bit—is that something people want? Will there be a return to “normal”, or should we be talking about a “new normal”?

Normal is being rapidly redefined. In a recent study just 6%* of people want to see a return to normal in how our economy worked before, and companies are not rushing their employees back into the office anytime soon.  Working at home, less commuting, and more digital media consumption is here to stay for some time.

How should businesses think about the future of digital marketing content in the light of the trends you’ve cited?

Firstly, it’s absolutely key to ensure any existing communication is fit for purpose. Brands should consider an audit to check for relevance, value, and to ensure they are not being accidentally tone deaf.  Next, they need an holistic channel strategy, and reassess their plans for the rest of the year, with a view to developing content with purpose and value, both to their business and to their customers.

Thanks, Dave.

The Takeaway

So the fact is, lockdown has changed everything in the way we connect with customers. Here’s how and what you can do:

• Be aware of the potential for new tech to open new channels to consumers, and plan accordingly.

• Be aware of how budgets are shifting and use those signifiers to help define the direction comms are headed.

• Tone is crucial. Don’t underestimate the power of “social”. Not just social media—the message and the nature of your connection to customers.

• Now is the time to assess how a change in comms strategy could benefit your customers and, ultimately, your returns.

We’re excited about all of these new changes. Even though lockdown has presented some very serious challenges to the way companies do business, there are strong signs that digital communications are a high priority with lots of potential.

Of course, this is just a taste of the trends set to transform the consumer space. If you want to discover more, get in touch with us and start the conversation.

Dave Frampton is a creative communications consultant and proprietor of Outrider Communications. You can find out more about Dave on LinkedIn.

Trevor DeVooght is a freelance copywriter and member of the Rocksalt team whose clients have included Amazon, Playstation, Braun, and lots of Key West-based companies during his days in the Conch Republic. He’s also LinkedIn.

References.

*Just 6% of the British public want to see a return to how Britain’s economy worked before the coronavirus pandemic, a new poll suggests. https://metro.co.uk/2020/06/29/6-british-people-want-life-return-what-was-before-pandemic-12916749/?ito=cbshare 

https://news.sky.com/story/coronavirus-only-6-of-public-want-life-to-return-to-pre-pandemic-times-12017151