As part of our new series, ‘Marketers Playbook for 2020 Post Covid-19?, Shefali Khalsa, Head – Brand & Corporate Communication, SBI General Insurance says staying on top of trends and understanding consumer behavior will be vital in driving marketing strategies forward.  Having been a marketer for over 16 years, I can safely say that I have come across multiple scenarios/journeys that have led brands to redefine their marketing strategies. But the prevailing situation with Covid-19 is unprecedented, and so is its impact.  It is imperative to track what unfolds in the coming times because the impression it leaves on the global community, both professionally and personally will be paramount. This will enable the industry to make educated and well-versed decisions. Reassurance Is Important The current situation and sentiments are neither conducive nor appropriate for brands to advertise or push products. It is essential that brands are able to gauge them and react in a befitting manner. People right now are vulnerable; they might even be confused and unsure. It is important that brands step-up their communication game and engage with them, in various forms across platforms to provide them with comfort and reassurance. Understanding The Changes Customer behaviour and expectation will undergo a significant change. It could be driven by factors like requirement, buying ability, awareness and so on. Brands will need to understand that and quickly address the same. For instance, as per media reports the consumption of TV and online content has gone up. On the digital front, searches related to grocery delivery, retail healthcare & health insurance has seen a spike, whereas search for jewellery/watches, tourism, luxury, fashion, sports equipment, events, etc has gone down. This certainly has a direct impact on the insurance category. It reflects that the awareness and intent for buying health insurance has gone up, resulting in demand for health insurance. As a brand, my marketing strategy should be built keeping this extremely significant change in mind. The stance and objective of our campaigns will be as important as the message. Brands should be sensitive and focus on educating rather than just selling. Customers Will Adapt And So Should Brands As we say, the best trait of being human is to adapt to situations, marketing will also follow suit. Staying on top of trends and understanding consumer behavior will be vital in driving marketing strategies forward. Now, brands need to take a compassionate approach which will ultimately lead to long-term consumer trust, satisfaction, and loyalty. Brands will need to add a humanitarian layer to communication, which will help build post Covid-19 loyalty.