Karin du Chenne, chief growth officer at Kantar Africa Middle East joined Silas Matlala, adjunct faculty of strategic marketing, customer centricity and business development, at the Gordon Institute of Business Science to present a Flash Forum webinar, providing essential insights into five key shifts for marketers trying to navigate this new normal.
But as tough as it felt, Du Chenne said the world would recover. She shared five key shifts marketers should consider in the time of Covid-19.In times of crisis category shifts are needed to create dynamic category demand.
Medium-term demand was expected to return based on consumers’ desire to reconnect, but with new mind-sets. How can your brand offer long-term value to retain users and win a share in these times of business unusual?The human experience is under shock, with 82% of South Africans concerned about the effects of Covid-19.
Beware of simply making a passive baseline corporate social responsibility-type response. Instead, brands should look at new ways to act to maximise social impact by resolving new tension and meeting new needs. Because how you show up tomorrow should amplify today’s theme of shared values.Advertising serves as a welcome distraction, reminding most of more normal times as we all need to buy things and we need reminders that life will eventually get back to normal.