Opinion: 4 digital mindsets brands should have to compete post-pandemic

The pandemic caused the acceleration of digital transformation in many verticals and had a crucial impact on consumer behaviour. Consumers have become accustomed to the fast pace due to the asstiance of technology. Living with limited conditions due to the lockdown proves that space and time are not obstacles. All can be done virtually, anywhere, and anytime.

How can brands use this momentum to succeed? Here are four digital mindsets brands need to adopt to succeed in the post-pandemic world.

1. Save consumers' time

People now live at a faster pace and what brands can do is to simplify the customer experience, whether at eCommerce check-out, transactions at the purchase counter, or food delivery. Simplification of the process will save consumers' time.

The use of QR codes is a strategy that could be applied to save time. QR Codes are used for many things, such as to connect with online articles, location tracking, and payment. During the pandemic, consumers used QR codes to view the menu in restaurants.

In Indonesia, people are accustomed to paying with QRIS (Quick Response Code Indonesian Standard), the QR Code that is used for several payment system providers. This method is now widely used ranging from stalls to boutiques in the mall. It is very suitable for contactless situations given the ease, fastness, and versatility.

Time reduction can also be done by utilising AI. For instance, many companies are now using chatbots as a substitute for customer service. Chatbot technology has been exceedingly updated and is now capable to respond to consumer questions, demands, and comply with programmed keywords. With this AI technology, consumers do not need to wait long to get a response, and companies can cut their operational costs.

2. Focus on the brand story

The online world is filled with so many creative brands and is highly competitive. This is why a story is crucial in making a brand memorable; a story that comes from a consumer perspective and touches their soft spot. It could be about the struggle to achieve success, a challenging journey that eventually can be overcome, and values that are the pillar of the brand. Stories like that feel close (relatable) and honest (natural) for consumers. We could also instill brand value when delivering customer experience. The goal is to win customer loyalty and affinity.

3. Deep dive into the possibilities of personalised marketing

Personalised marketing had already begun before the pandemic with social media algorithms delivering consumer insights. With analytical data, marketers could recognise what is consumer preference, the time when consumers log in, and whatever is purchased. During the early years of the pandemic, people spent more time in cyberspace. Hence, they received numerous personalised messages from eCommerce and health apps as well as streaming services.

They now have higher expectations and this increases the standard of marketing. Personalised marketing means that a brand creates customised messages addressed to specific consumers. 

Consumers expect the brand to know them well and know their personal tastes, preference, and even habit. For consumers, personalisation means they want to be treated exclusively, for example, by offering products as needed, follow-ups after purchases, and friendly communication.

4. Brands need an online presence

Nowadays, it is mandatory for brands to have an online presence but that's not just merely having a Facebook page or Instagram official account. The brand must consistently carry out online activities to continue existing in the digital realm.

A brand can explore strategies on social media, such as social commerce or live-streaming shopping. As for now social media has become the primary place for consumers to find the latest trends which contribute to their buying decisions.

Working with influencers is another option to build an online presence. Currently, marketers are having a wider choice where they could work with macro- and micro-influencers. The latter is known to be more segmented and have loyal followers, which could lead to a higher engagement rate. Brands now prefer to work with micro-influencers due to the lower rate thus they could spend less money on marketing budget.

A current popular trend in the digital realm is the metaverse, which is an extension of our lives in the offline world where our physical form is represented by avatar 3D, and both are interconnected. For everything that exists in the real world, we can also have in the metaverse. the metaverse has become a new world for brands to carry out marketing activities, such as creating digital twins of retail stores, organising a concert, and sponsoring the events.

The writers are business director Kuswantoro and MD Yuwi Anjaya of Scarlett at REDComm Indonesia.

Photo courtesy: Shutterstock