Guest-blog: Sharon Shahzad discusses the importance of marketing and why NOW marketing is needed more than ever

Sharon Shahzad

As we face the unprecedented social, economic and political upheaval of the Covid-19 outbreak, trust has never been more important.

Declining levels of public trust over the past decade have impacted many areas of our lives, whether that is our trust in politics, banking, finance, business more generally or, closer to home, in advertising.

With this new global crisis, the decline in the bond of trust is brought into even sharper focus. There is increasing government intervention in our economy and daily lives, coupled with media coverage of the outbreak and businesses working hard to support an anxious population. All this means we need to place our trust in those around us like never before – whether that is friends, neighbours, employers or business and political leaders.

We are trusting our politicians to do the right thing, our media to carry the correct message and our retailers to ensure we can buy the products we need as we rightly stay at home to limit the spread of the virus.

Many people will have seen adverts about coronavirus around their neighbourhoods or directly in their homes in recent days, showing that when a message needs to be delivered to people with power and clarity, advertising remains the most effective way to do this.

But the past few days will not have made up for years of declining trust in our industry. We need to do more now, and even more again after this crisis is over.

In the immediate present, brands need to demonstrate they are on the side of the consumer and the gargantuan national effort we face. Some brands are already doing this; I’m thinking of marketing and advertising activity around discounts on food for key workers at a number of food and drink chains, special opening hours at retailers for our NHS staff or the businesses that have answered the call to switch their manufacturing facilities to producing ventilators.

A bond forged in times of difficulty can be the strongest bond of all and if we want the public to trust us again, we need to demonstrate we are on their side when they need us.

Amongst all of the confusion and uncertainty in the world at the moment with COVID-19, you will be starting to ensure that your business is ready for the challenges ahead. This involves navigating the pandemic as successfully and effectively as you can, whilst thinking about both the short and long term strategy of your business.

Just as we are all hoping that the impact of the Coronavirus is only short term, you should be thinking about putting your marketing efforts into a long-term plan.

As panic arises, it might be one of people’s first thoughts to cut their marketing budget. However, when thinking and planning for the long-term performance and prosperity of a business, keeping a marketing budget right now is more important than ever.

Which reminds me of a brilliant quote by Richard Edelman – President & Chief Executive Officer of the public relations company Edelman – ‘The marketing business has been just about promoting things, but we don’t believe that anymore. There has to be a societal component, too.’

Today I have the distinct pleasure of introducing another Guest Blogger, Sharon, who is aka ‘The Marketing Guru’, Sharon is a senior marketing professional and entrepreneur with over 15 years’ experience in marketing across multiple sectors. Her flexibility and mindset attributes are leveraged into positions at established firms as well as start-ups.

Sharon’s career to date has included senior marketing roles in a variety of industry sectors, including fintech, financial services, health-technology, recruitment, education, media and publishing. Sharon has experience in acquiring and maintaining business relationships with key decision-makers, sports brands, stakeholder groups and industry-leading publications to trade associations

Sharon is going to talk to us the importance of marketing and why NOW marketing is needed more than ever.

Hello everyone and thank you, Geoff, for your introduction, I have not written a blog in a while, as I have been in strict lockdown and have been shielding.

With the latest government guidelines on easing lockdown and for the economy to start moving, I thought now was a good time to issue my next blog.

In the last two blogs, I covered how lack of marketing can get you stuck in the start-up rut and the top 10 marketing essentials. A lot has changed since my last two blogs, with a global pandemic hitting us all, and with the entire world economy pausing, hard changes and choices had to be made to keep ourselves and families safe.

Businesses have suffered, people’s pockets have got smaller, with 9m employees on furlough for some to make major adjustments on getting a lower income of £2500 per month. We all have been affected in one way or another and not to forget those who have lost loved ones, life will never be the same, for them again.

Now that we are coming out of the lockdown and the economy is beginning to take steady steps. Many businesses will resume, although not pick up from where they left, as we all have to get used to a new normal.

Many businesses will be making major changes to their business structure, strategies, and staff, making cuts to survive. Many will just disappear as the lockdown has damaged their business for good. Many employees will be made redundant, and many will just decide to quit working for someone else and start up their own business, as they have had the taste of working from home with work-life balance. We will for sure have a new landscape on the business front.

To survive these unprecedented times and to keep your head above water, there is one key ingredient needed. It is to have a resilient marketing strategy. Businesses that are looking to make cuts should think twice before culling marketing departments. Marketing will be needed more than ever.

Reaching out to your clients, keeping them engaged and motivated through your communications and marketing messages. It is now imperative to be even more relevant to your audience. Hold on tight to your already established clients, as they will need the extra, attention, love, and care to ensure they do not go elsewhere.

Marketing strategies will have to take a different shape, those marketing plans devised pre-COVID-19 will no longer be useful in this new environment. The resilient marketing strategies will have to be more cost-effective; marketers will have to think more out of the box and adapt to new methodologies for reaching out to audiences.

If you are a start-up and at a point of not knowing which direction to go, you should be thinking about marketing, your investment does not have to be too large in size, you might just need one marketing expert at hand or a cost-friendly agency that can work the magic.

Starting a new business with zero marketing strategy is not a good move. You will need that leverage to launch you into the market.

Over the years we have seen the big digital transformation take place from companies moving from offline to offer digital solutions to their clients and consumers.

Digital will prevail and will continue to be the much-needed solution for businesses to survive, as we’ve discovered the importance of online communication platforms, where companies moved their entire operations online, enabling employees to work from home using the various digital video, team collaboration tools.

If your business or service is only offline, now would be the time to think about a digital offering, supported by a robust digital acquisition marketing strategy.

You can contact Sharon Shahzad via LinkedIn or by email:

LinkedIn: www.linkedin.com/in/chief-marketing-officer-cmo
sharon dot kalsi87 AT hotmail dot com (removing all the spaces)
Tel: +44 7843 470 307

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