Three rules for marketing in the post-pandemic era

Three rules for marketing in the post-pandemic era

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email
Share on print
Print

JOHANNESBURG, South Africa, 26th November, 2021 -/African Media Agency(AMA)/- The COVID pandemic has changed the way businesses sell and market their products and services to customers, and there is likely no return to the old normal. 

Prior to the pandemic, enterprise marketing efforts were largely focused on in-person activities, such as conferences, exhibitions, trade shows and activations. Fast-forward eighteen months and the overwhelming majority of marketing activities now take place in the digital realm.

According to Dumisani Moyo, Marketing Director at SAP Africa, this raises some fundamental questions. “The role of marketing has changed forever, and marketers now have to get to grips with what the future holds. Will marketing activities remain digital, or will they evolve into a hybrid of digital and physical, especially as vaccination rates rise and the world returns to some semblance of pre-pandemic normalcy? And what are the implications for the types of investments marketers and their organisations must make to win the hearts and minds of current and prospective customers?”

Moyo says marketers have valuable lessons to learn from the pandemic as they plan for 2022, and will need to focus on delivering high-impact marketing initiatives that can help their organisations grow faster. 

“Marketers should focus their efforts on understanding the customer journey, using technology to fuel innovation within the marketing discipline, and stay close to customers and their data in order to provide frictionless omni-channel experiences across the customer value chain.”

Moyo points to three rules organisations need to follow to succeed in the post-pandemic era:

Rule #1 – (Really) understand customer journeys
Marketing’s primary role is to connect with customers at the right time and at a touch point where the customer’s purchasing decisions can be influenced the most. However, analysts have pointed out that the traditional marketing funnel does not capture all modern customer touch points, partly due to the emergence of empowered and informed customers and an abundance of choice thanks to digital channels. 

“Marketers need to thoroughly understand the customer buying journey, and apply data-driven insights to understanding the complex and often non-linear buying processes that customers are likely to follow in their purchasing decisions,” says Moyo. “Empowered and informed customers are conducting online research prior to making purchasing decisions. Having an accessible and – in Africa especially – mobile-friendly online presence helps ensure customers have the most relevant information to inform their decision-making.”

In addition, marketers should align their resources and messaging to the customer touchpoints that offer the greatest impact on or influence over the customer’s buying decision.

Rule #2 – Use technology to drive innovation
Technology is essential to marketing success in the post-pandemic era. A recent CMO survey found that 43% of marketers are investing in technology to improve customer interactions, and 42% are investing in data integration to enable end-to-end customer tracking throughout the buying journey. 

“This is an astonishing 71% year-on-year increase and illustrates marketers’ growing appetite for access to data-rich tools,” says Moyo. “Marketing technology solutions can help automate processes, integrate siloed customer data and enable marketers to utilize a broad suite of digital channels to drive sales both online and in-store.”

Despite major growth in the adoption of digital tools, some marketing solutions providers are predicting that the volume of digital marketing may decrease in the post-pandemic era. “Marketers are shifting their efforts to making campaigns more targeted and personalised, with technology enabling marketers to optimise their digital marketing efforts across customer touchpoints in online, mobile and in-store environments.”

Rule #3 – Stay close to your customers – and their data
Recent insights from the Harvard Business Review reveal that post-pandemic customers have high expectations of frictionless, anticipatory, relevant, and connected purchasing experiences across physical, online, and other platforms. 

“To create such experiences, companies must ensure that the management and utilisation of customer data is at the heart of their marketing activities,” says Moyo. “This requires the use of intelligent tools that employ technologies such as predictive analytics, artificial intelligence and machine learning.”

Putting data at the heart of marketing enables organisations to create more relevant and tailored customer experiences. “By analysing customer data, marketers can create hybrid experiences that prioritise personalisation and convenience. For example, through the seamless integration of physical and online experiences that allows a customer to virtually try on make-up prior to purchase.”

Moyo believes that marketers will be focused on using intelligent technologies to better understand customer journeys for the immediate future. “Marketers and their organisations will continue to embrace technology, and apply data to create tailored and personalised experiences for customers in the post-pandemic era.”

Distributed by African Media Agency (AMA) on behalf of SAP Africa.

Visit the SAP News Center. Follow SAP on Twitter at @SAPNews.

About SAP
As the Experience Company powered by the Intelligent Enterprise, SAP is the market leader in enterprise application software, helping companies of all sizes and in all industries run at their best: 77% of the world’s transaction revenue touches an SAP® system. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. SAP helps give people and organizations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want – without disruption. Our end-to-end suite of applications and services enables more than 440,000 business and public customers to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, SAP helps the world run better and improve people’s lives. For more information, visit www.sap.com.

Note to editors:
To preview and download broadcast-standard stock footage and press photos digitally, please visit www.sap.com/photos. On this platform, you can find high resolution material for your media channels. To view video stories on diverse topics, visit www.sap-tv.com. From this site, you can embed videos into your own Web pages, share video via email links, and subscribe to RSS feeds from SAP TV.

For customers interested in learning more about SAP products: 
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)

For more information, press only:
Delia Sieff, SAP Africa, +27 (11) 235 6000, delia.sieff@sap.com

You might also enjoy

Subscribe To Our Newsletter

Get updates and learn from the best

Become our partner

want more info, fill in this form.

Conférence de Presse en Ligne


Les frontières terrestres ne doivent pas constituer des obstacles à la dissémination de votre message. Grâce à notre service de conférence de presse en ligne, nous vous offrons l’opportunité de vous rapprocher des médias africains, chaque fois que vous en aurez besoin.

Nos services comprennent:

Digital Communications


Today, social networks constitute an organization’s first point of contact with a user and a potential customer. At first glance, you need to convince of the relevance and quality of your content to stimulate and motivate the user to go further. We create consistently inspiring online strategy to meet business objectives, engage stakeholders and enhance our client brand’s reputation internally and externally.

 

Communication​ digitale


Les réseaux sociaux représentent aujourd’hui le premier point de contact d’une organisation avec un utilisateur et un client potentiel. Au premier coup d’œil, vous devez le convaincre de la pertinence et de la qualité de votre contenu pour l’inciter à aller plus loin. Nous créons pour vous une stratégie de communication précise et adaptée sur les réseaux sociaux pour atteindre les objectifs commerciaux, impliquer les parties prenantes et améliorer la réputation de votre marque en interne et en externe.

Promotion​ d’événements


Le succès d’un événement réside en moitié dans sa promotion. Peu importe la beauté de l’événement, la qualité des orateurs et de l’ordre du jour, si personne ne rapporte ou ne parle de votre événement, vos efforts seront vains. Nous vous aidons à façonner votre récit et à créer un engouement autour de votre événement. De l’annonce de l’événement à la tenue de celui-ci, nous accompagnons votre effort de planification et le reflétons sur toutes les plateformes médiatiques.​

Formation​ Médiatique


Nous fournissons à vos porte-paroles les outils nécessaires pour présenter vos principaux messages et répondre avec confiance et cohérence aux questions. Notre formation est organisée soit à distance ou en présentiel, avec des études de cas réels et des répétitions. Nos clients repartent avec le sentiment d’être à l’aise devant les journalistes et d’agir en tant qu’ambassadeurs de la marque.

Veille​ Médiatique


Nous mesurons votre portée en relations publiques et rendons compte des informations de votre industrie et des activités de vos  concurrents en surveillant la majorité des canaux de diffusion dans toute l’Afrique. Une veille médiatique complète et opportune est essentielle pour s’assurer que vous ne manquez aucune référence à votre marque, que vous êtes constamment informé de ce qui se passe dans votre industrie et que vous êtes prêt à saisir les opportunités et à réduire les risques en temps opportun.

Relations​ Média


Peu importe le lieu où ils se trouvent, nous sommes une source d‘informations fiables pour les journalistes qui écrivent sur l’Afrique. Nous nous connaissons mutuellement et ils nous font confiance, car nous leur fournissons un contenu crédible qui les aide dans leurs tâches. Nous nous entretenons quotidiennement avec des journalistes aux quatre coins du continent, ce qui fait de nous l’un des organismes les plus efficaces pour mener des campagnes de relations avec les médias.

Stratégie et développement de contenu


Nous créons des stratégies de communication intelligentes, bien documentées et spécialisées destinées à vous aider à construire un récit fort qui engagera votre audience. Nous travaillons en synergie avec vous afin de rédiger des communiqués de presse et des articles d’opinions qui alimentent le récit de votre entreprise. Notre équipe a une expérience approfondie dans la création de récits et le développement de contenu multimédia.

DIFFUSION DE COMMUNIQUES​ DE PRESSE​


C’est le service phare d’AMA. Nous avons mis en place des canaux de diffusion des communiqués de presse auprès des journalistes des 54 États africains ainsi qu’auprès des journalistes américains et européens couvrant les sujets relatifs aux marchés émergents.​

​Nos services comprennent:​

Event Promotion


Half of the success of an event lays in its promotion. Doesn’t matter how beautiful the event is, how wonderful the speakers and the agenda are, if no one reports or talks about your event, your efforts are gone. We help you shape the narrative and create a drumbeat around your event. From the announce all the way to the outcome of the event, we accompany your planning effort and echo it through all media platforms

Media Training


We provide your spokespeople with the tools to present your key messages and answer questions with confidence and coherence. Our training is organised either remotely or face-to- face, with real case studies and rehearsals. Our clients leave feeling comfortable being in front of reporters and acting as brand ambassadors.

Media Monitoring


We measure and report on
your PR reach, industry news, and competitive activity by monitoring most channels in North, West, Central, East and Southern Africa. Comprehensive and timely media monitoring is critical to ensuring that you don’t miss any reporting of your brand,
you’re constantly informed on what’s going on around your business, and you’re ready to capitalise on opportunities and mitigate
risks in a timely fashion..

Media Relations


We have become an authoritative source of news for reporters writing about Africa, wherever they are. We know them, they know us, and they trust us for providing them with timely and accurate content that helps them do their job. We speak to reporters on a daily basis in all corners of the continent and this makes us one of the most effective agencies in running media relations campaigns.

Strategy & Content Development


We create smart and localised communications strategies to help build a strong narrative that will engage your audiences. We partner with you to create press releases and thought leadership pieces that sustain a drumbeat for your company’s narrative. Our team have deep experience in shaping narratives and developing media content.

PRESS RELEASE WIRE DISTRIBUTION

This is AMA’s flagship service. We have set up channels of distribution towards the journalists of the 54 African states, as well as to American journalists and European journalists covering emerging markets issues.
Our service includes:

Editorial advice

Localised editorial piece when needed

Distribution to the major print, broadcast and online publications along with industry-specific publications

Follow-up calls to secure interview request

Guaranteed distribution to Africa.com

Distribution to Bloomberg, LexisNexis and Thomson Reuters

Social Media Reach: Facebook, Twitter, LinkedIn, Instagram

Full online monitoring and print monitoring when available. Includesreadership stats and Advertising Value Equivalent

Translation in French, Arabic and Portuguese available