Adapting to Change: How to Come Out on Top
Updated: Jun 3, 2020
Change. Sometimes it happens quickly. Often its agonizingly slow. But if the COVID-19 pandemic has shown us anything, it’s how quickly people, companies and governments can make huge changes and adapt their daily routines to get things done and meet the new normal when they absolutely have to. After all, necessity is the mother of invention.
There have been some incredible examples of companies using their skills and technology to pivot completely to making new products, such as face masks (Foxconn), hand sanitizer (LVMH), ventilators, and breathing support devices developed in a week which would otherwise take years for approvals (Mercedes F1 team). In addition, restaurants and pubs turning not only to takeaway, but selling fresh fruit, vegetable, flour, butter etc. The one in my village is even selling cask beer to take away! In other words, all the essentials.
There are always winners in any given situation, though perhaps some are less expected. Zoom, HouseParty, Netflix, Amazon, and supermarkets are some of the highest profile and perhaps obvious companies to benefit. But less expected are garden centers, DIY stores, gym equipment, garden toys and stationary brands, which are all seeing a huge rise in demand as people look to fill their time and teach at home. They’re perhaps not products you may have initially thought would soar in popularity — those and toilet paper, I guess.
It may be far from perfect, but change we did. And change on this scale comes with the equally important requirement of strong and accurate communication. We’re responding to our customers’ needs and changes in requirements as quickly as we possibly can, too. Analytics is more important than ever to make sense of the madness and make fast, informed, and actionable decisions based on insights, and then use direct forms of communication such as email, SMS, push notifications and social media to keep customers informed. We know that some of our clients are short on staff and resources (home-schooling taking up time, changes in staff priorities, varying ability to work remotely, at full capacity, and of course illness), which means that creative, copy, or data maybe isn’t delivered on time, either internally or via third parties — and they need some help.
Here’s how Mapp can help, beyond our digital marketing platform:
1. Campaign Management Services
Now more than ever, companies need to rely on digital marketing campaigns to reach their goals and KPIs. Mapp’s Campaign Management Team, based across Europe and the US, can deliver campaigns on your behalf from the Mapp Cloud platform, whether it’s to acquire new customers or engage current ones. More specifically, we can help with you deploy email and SMS campaigns, setup reactivation campaigns, and acquire new high-quality users to your user base. Find out more campaign management
2. Strategic Data Consulting Services
Turn data into information and information into actionable insights. It’s all about understanding what the data means in order to optimize your current marketing programs and better align them with your business goals. Our team of data experts, based in Germany and the UK, work with Mapp customers to help them get more out of their data in our systems – and their systems – to drive better marketing.
Mapp’s Strategic Data Consulting can assist you with gaining actionable insights from your data, collecting more valuable data, or cleansing your user database. Learn how to look at data from a user-centric perspective to help find segments with low, medium or high performing users within your user base, and send more targeted email campaigns instead of BAU send outs perhaps better suited to normal business conditions. Find out more about data consulting
3. Lead Generation Services
Online traffic and engagement are at an all-time high right now. Don’t miss out on the opportunity to get your brand in front of a new audience! Mapp’s Lead Generation Services can help you collect that crucial first-party data by building a fresh and engaged audience, nurtured with dynamic, personalised campaigns. This way your company can remain successful during these uncertain times – and you’ll be ready to jump straight into top gear when normal life resumes. We can build all of your creatives, overlays, pop-ups, banners, emails, landing pages, reports, and anything else you might need to grow your prospect database. Find out more about lead generation
Consumer demand is changing as often as government policy and health advice, and with so much change, engaging the right person with the right campaign at the right time is more important than ever. We may not be able to manufacture ventilators, but we want to ensure new and existing customers can continue to build relationships with their own customers with the help of our technology, at a time when accurate and timely communication is vitally important.
This article was first published by Mapp. Permission to use has been granted by the publisher.