This past year, we have been working hard to adapt to a world that has been changed by COVID-19. The pandemic has impacted virtually all aspects of our lives. Most marketers are so swamped by the hyper-change in today's hyper-fast environment, it has been hard for them to stay on top of things today, let alone worry about the future.
You do not have a choice. Time is the biggest enemy that you face. To get to the future first, you must constantly think and act with the future in mind. Unfortunately, a majority are not. Not because they are short-sighted, or they do not care about the changes likely to happen. It is just an issue of focus and of available time.
I completely sympathize with this predicament. There are many balls to juggle. But I do believe it is absolutely vital that you make the time to think about the future, as this will make what you do today foundational to tomorrow’s success.
It is not hard. You just need to focus on four simple steps. Like any regimented routine, when repeated over time, these steps will become your touchstone. By using these, you will be one of the focused few instead of the harried many.
Step 1: Begin with your most valuable customers.
No matter what the future holds, for your brand or for the market, if you understand who your core customers are, what these customers need, and understand it deeply and personally, you will always be valued and relevant. They have aspirations, hopes, dreams, fears, and concerns. They always will. Focus on them and make them your North Star as you navigate the future. Solve more of their problems, in new and distinct ways, to create new markets and opportunities for growth. Focus on deepening your brand’s relationship with them. This is how you will build a stronger, more profitable, and more sustainable business.
Step 2: Be consistent, and consistently authentic.
Life is unpredictable and the world is frightening. Consumers are living in a world that engenders a consistent sense of angst, insecurity, and uncertainty. The paradigm of prosperity that some of our ancestors grew up in? It does not exist anymore. We are living with a deep sense of scarcity. I am neither foolish nor arrogant enough to assume that anything we do as marketers will change that, but I am optimistic enough to think that if we can be empathetic and relate with them on the basic human level, they will be more appreciative. That is why I evangelize the T.R.L. model. It stands for Trust. Respect. Loyalty. Your customer will come to trust you if you deliver on their needs consistently during each interaction. You will earn their respect if your values are consistent with theirs. If you do these well, over time, you will earn their loyalty. By being authentic and by being you.
Step 3: Think global, act global. Even, if you’re not global.
We have fulfilled Marshall McLuhan’s theoretical “one village,” all bridged together and entwined over space and time through technology. The best brands are going to understand the importance of this global influence. Successful marketers will need to have a broader, more diverse perspective, and a deep well of empathy to be relevant in a world that is somehow expanding and contracting all at once. Which is why, you need to operate with speed, effectiveness and efficiency. Create innovations that are one-tenth the cost but can deliver ten-times the value so that you can accrue 100 times the impact.
Step 4: Remember: It is about humans.
Despite all the changes and evolutions, there is one thing that will stay the same. Our humanity! We are not a decile. We are not a segment. We are not a bit or a byte. We are sometimes stupid, silly, or foolish. We are very demanding. But we can be extremely loyal. Our hopes and aspirations are what provide businesses growth. When David Ogilvy said, your customer is not a moron, she is your wife, he clearly defined the spirit of humanity that marketers need to embrace.
As we market for tomorrow, we will have much to deal with that will be different. That is a given. But the one constant, the one thing that will not change, is the fact that your customer is my wife! The lovable, adorable, frustrating, demanding, tough, sometimes hard to please, but unbelievably loyal customer. She will continue to demand the best from brands. So, let us team up with her. I have done it for over 31 years, and I am lovin’ it! So can you.
Shapiro+Raj
S+R is a research and strategy firm that uses social and behavioral sciences to solve the toughest business and marketing challenges. Our next-gen methods dig deep to unlock market-ready insights. Then our brand planners turn these into strategic marketplace actions that create brand evolution and innovation; customer experiences and loyalty; and new platforms for growth.
