Marketing & Selling

The world has changed. While some aspects of life will return to its former state before COVID-19, much will not be the same again. Brands and agencies alike need to think differently and design communications strategies that now factor in the use of digital, purpose-led campaigns, and in-home consumption vs out-of-home consumption, in essence the rebirth of creativity in a post-pandemic world.

With proven business benefits for adopting cloud computing, the prediction of the global marketing intelligence firm, International Data Corporation (IDC) that 90 percent of businesses will use multiple cloud services and platforms by 2020, comes as no surprise.

Businesses must release new, exciting digital experiences and products at higher velocities than ever before to remain relevant and continue to increase their share of wallet in this brave new world which we refer to as the post-digital era. This unprecedented pace of innovation has several unintended consequences, which, if not purposefully addressed, can erode trust and alienate customers.

The rapid global spread of COVID-19 has forced business, education, and social activities to be conducted virtually. But amidst the crisis, platform companies are enabling video conferencing, food, grocery and essential supplies delivery, AI-driven COVID-19 tracking, social connectivity, and entertainment for a restless population sheltering in place.

Countless businesses have come to a grinding halt during lockdown and the fear that this will affect their employees on a personal level is very real. Many are struggling to pay their staff and are having to decide whether to implement salary cuts or begin retrenchment processes.

Cyber security and privacy risks should be the top priority for any business at present, especially whilst trying to accommodate all staff in their new remote working environments. In the rush to get everybody working from home, security probably wasn’t top of mind and this presents a major threat for many businesses and people working from home for the first time.

Businesses don’t always have to spend a fortune on advertising to gain exposure in the media during this critical period of lockdown and in future, public relations (PR) can help you drive your key messages and brand on a tight budget. Businesses with limited budgets can capitalise on the lockdown period, and the future, through cost-effective PR and media relations campaigns.

Out-of-Home (OOH) advertising was one of the many casualties of the hard lockdown, with marketers understandably finding it hard to justify their spend in a time where everyone was required to stay at home. With the levelled lockdown commencing on 1 May, movement has gradually started to return to the outdoor arena, providing OOH media owners and advertisers with new hope.

The electronic communication sector has seen many changes to its legislative universe as well as important omissions. This includes the omission, likely as a result of the COVID-19 pandemic, of the much-anticipated Protection of Personal Information Act No 4 of 2013, widely expected to be enacted on the first of April 2020.

The act of creation is a human being’s primal superpower. We don’t fly, and yet we do. We made that possible. We don’t breathe underwater, and yet we do. We can’t walk on the moon and yet we have. We can’t deflect the coronavirus and yet I have every faith we will.