These are times of change. The pandemic and its social and economic effects have led to the creation of a new consumer profile that takes center stage in social networks and does there what it used to do in person. What will brands learn from all this?
In partnership with Statista, the web portal specialized in global market statistics, Carlos Trelles, CEO of AXON Marketing and Communications, outlined the new consumer profile that resulted from the limitations imposed by the pandemic and that should be taken into account by brands and reputation managers in the face of future promising scenarios in the post Covid-19 era.
Firstly, the context was approached from the figures left by the passage of the coronavirus through Latin America, such as 65 million jobs lost during the first half of 2020, according to Statista, and the reduction of regional GDP by at least 7.2%, according to World Bank estimates.
Based on the above and on the measures decreed by the different governments, such as social distancing, Trelles saw the birth of a new type of consumer who found in social networks his favorite space for action and interaction. It was, after all, a shift from the physical to the digital, as evidenced by the increase in web traffic, which in Argentina and Brazil grew by more than 20% in April.
Under this premise, Statista has developed statistics detailing the characteristics of the new consumer profile of digital users. According to this web portal, activities related to online shopping, online education, virtual cooking classes and Yoga or related courses, were the practices with the highest intention to perform for the countries of Mexico, Colombia and Chile during the quarantines.
According to the study, by April 2020, 77% of Mexicans surveyed said they intended to make electronic purchases of groceries and toiletries, while 75% of Chileans surveyed were more interested in practices such as telemedicine. Organizing a family dinner online was the most favorable option for 63% of Colombians.
This led to an exponential growth in countries such as Peru (900%), Mexico (500%), Brazil (130%) and Colombia (130%) during the Covid-19 emergency.
In addition, the shift to digital life also led to the rise of streaming platforms such as Netflix, demonstrating that Latin America, with Brazil leading the way with more than 19 thousand subscriptions to video on demand platforms by 2020, is a potential market for offering this type of service.
Based on the above, it is key to ask how to communicate with this new consumer profile and what audiences value most in corporate communications in order to formulate strategies from reputation management and public relations teams in line with the challenges and characteristics of this new profile.
In this regard, Carlos Trelles invited to look for features related to a more human communication at a time when figures and mathematical data overshadow the humanity of users. However, at the corporate level, it is still essential for him to develop constant introspection on what makes the company unique and useful by following its business values.
Now, based on the above, differentiation remains the biggest challenge in order to remain in the market since audiences, with their high demands, are frequently looking for consumption alternatives and companies with their services and products are not exempt from this.
Consequently with the digital boom, for Trelles it is still essential to develop clear messages far from generating confusion in the audiences and for the transmission of these, companies led by their digital teams must take advantage of the tools available in an omnichannel world, as Carlos Trelles baptized the hundreds of technological supports characteristic of contemporary life.
Faced with the intelligent use of the post Covid-19 scenario, characterized by a strong demand for services and consumption and the frantic race of brands to regain ground and profits, consolidating the perception of a company consistent with what it thinks and does will be another key feature for Trelles that audiences with their new consumer profiles will value.
Finally, to respond to the requirements of these consumer profiles driven by Covid-19, it is necessary to encourage the improvement of the professional skills of the companies’ teams, in order to build high-impact digital content in the market niches. At this point, as always, research and creativity will be infallible strategic allies in the generation of brand value.