As part of our new series, ‘Marketers Playbook for 2020 Post Covid-19?, Rajat Uppal, National Marketing Head, RED FM lists down the changes that can be expected in the post Covid-19 world Covid-19 has made the world see unprecedented times impacting professional and personal lives globally. The pandemic has dramatically changed consumer & business behaviours. Some of these changes might become permanent and undoubtedly, many of those behavioural changes will remain long after the pandemic is over. Marketers will have to keep track of the way consumers change to remain in the game. Few pointers which I believe will help us in the way forward:

• Post Covid -19, the world will be different. Brands will have no choice but to consider how the current crisis will also change long-term communication strategies, media platform affinities, social interactions, events and what products & services will better serve them in the new post Covid-19 world
• Overall consumer spending will take a hit. Consumer will spend more on essential goods than luxury goods. The luxury goods industry is likely to struggle and might have to re-invent their product line and make it more affordable.
• Most adversities come with opportunities too. While Covid-19 has impacted most industries adversely, there are some industries which have grown tremendously too. The pandemic has created an opportunity for them and made them grow. Industries like travel, tourism and hospitality have come to a standstill and their future depends on the extent of behavioural impact of Covid-19 and how well they adapt to the new norms. Certain industries like makers of some key medical products are benefiting from the Coronavirus pandemic. Products needed by health care professionals and consumers like thermometers, disposable gowns, gloves and masks which help  protecting  them from the infection are big opportunities for the manufacturers. Despite this favourable impact, gaining customer insights on need changes is critical to make this short-term success for them permanent.
• New market leaders will emerge while some past leaders falter. Many companies will struggle post Covid-19 and some new ones shine.
• Agility in marketing and being pro-active will be the key. Knowing your marketplace/potential or existing customer has always been critical to succeed. But what you knew before may not serve you well in an altered tomorrow. Smart brands will adopt a proactive approach to understand what changes will occur and be ready to adjust their products, services and strategies quickly to meet current and future customer needs. In short, marketers will have to do what they have always done best – ADAPT. Staying on top of the latest trends, watching the data for insight, and understanding new consumer behaviours will be the key in driving successful marketing strategies moving forward.
• With the lockdown, some of the conventional mediums like Television & Radio have seen a considerable spike in consumption numbers along with the new age Digital & OTT platforms. In-store traffic and demand has fallen as users have stayed at home during this period. Some of above advertising mediums may not go back to the original consumption numbers and are likely to see more advertising spends even when the pandemic is over as for many consumers these would have become part of their habitual media consumption.
• As the world pushes through this challenging time, compassion in advertising will be critical to ensure that brands remain in positive light. Brands that take a compassionate approach to advertising will ultimately lead to long-term consumer trust, satisfaction, and loyalty post Covid-19 times too.