The virus is everywhere. He attacked our bodies, occupied our thoughts. Marketing took care of his power. The media grabbed the present theme. The viewership has broken all records. Inventory would go as honey – if the economy had not stopped.
The crisis has brought to the surface all our prejudices that we have hidden in fear beneath the surface of the digital world. These prejudices are now floating like garbage on the surface of the ocean waiting to be cleared.
Action!
These days, we have virtually an entire population of abnormally time-consuming monitors. Don’t we really have anything to say to them?
Companies and decision makers should now most besiege agencies and forge together strategies for responding to current circumstances. It is dangerous if companies think that this isolation will go through in a month or two and that we will do everything the same again.
Forced economy is a great opportunity for the economy to think carefully and find a strategy that will accelerate the transformation of our business in the context of a new reality. Now we need to open our eyes and detect the changes in consumer habits that the “crowning” future brings us.
Now is the time to expose the essence. Encouraged by extraordinary circumstances more than ever before, we ask ourselves questions about fundamental values. We discover what is important and what is not. This opens up space for relevant brands. The brands that prove with each product that because of their existence, the lives of those who persuade are better, more beautiful, more interesting, simpler, more optimistic, inspiring…
Not so long ago, the average consumer often perceived advertising as media annoyance, as marketing deception, as polluting their personal spiritual space. After three weeks of quarantine we are tired of being a consumer, it no longer entertains or fills us. We quickly recognized that the time of uncritical consumerism was over. It will resonate with jump profiles, and marketing ideas beyond content will be revealed. Now counts the deeds, not the words.
Time for heroes
To do this, we need more passion, courage and ideas today. Businesses have to single out heroes who can become the winners of today. To support ideas based on facilitating, simplifying and enriching people’s lives during and after the crisis. Every brand that wants to become a fielder of today must offer its clear social meaning, not just a commercial opportunity.
The Internet is becoming the facilitator and epicenter of the whole event. Digital money will become a key means of payment. Physical stores are becoming micro-distribution centers and the uberisation of everything becomes standard. UTD is becoming a reality and families are viewed as unique accounts. The state will quickly start offering digital identity and requiring us to share all of our information. Production will be robotically accelerated, 5G technology will get quantum acceleration … The new reality that is shaping up before our eyes brings great potential. Businesses that are not ready for the 21st century will disappear sooner.
When advertising returns to our screens and brings us back to life, we will be ready to take businesses to new times.
Now is the time for heroes.
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