The COVID-19 pandemic has upended the marketer’s playbook, challenging existing rules about customer relationships and building brands. Truths that marketers have learned to rely on after years in the industry have completely changed after last year alone.
Old truth: Marketing begins with knowing your customer.
New truth: Marketing begins with knowing your customer segment.
Old truth: You are competing with your competitors.
New Truth: You are competing with the last best experience your customer had.
Old truth: Customers hope you have what they want.
New truth: Customers expect you to have exactly what they want.
Old truth: Courting customers is just like dating.
New truth: Courting customers is just like online dating.
Old truth: Customers must sit at the heart of your marketing strategy.
New truth: Customers must sit at the heart of your customer journey.
Old truth: Relationships matter.
New truth: Relationships are everything.
Old truth: Agility is a technology process.
New Truth: Agility is a modern marketing approach.
Old truth: Your brand should stand behind great products.
New truth: Your brand should stand behind great values.
Old truth: You need the right tech stack to drive modern marketing success.
New truth: You need the right balance of factors to drive modern marketing success.
Old truth: Marketing is important for growth.
New truth: Marketing is at the center of the growth agenda for the full C-suite.
Embracing these new truths represents the path to recovery and long-term success. However, even though many marketing truths are evolving, one fundamental truth stands firm—customer perspective needs to be prioritized now, next and above everything. (Harvard Business Review, 03.10.21)
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