The return to the office will be very limited. Only designated essential personnel will return, with some perhaps never returning full-time. Marketing is not likely to be in the first, or even near-term, waves of return.
Not only has the method by which we communicate has changed, the nature of our interactions has been altered dramatically. Finding ways to create the physical and emotional bonds of the in-person experience is challenging in a virtual world.
Virtual Marketing Events
We’re all going to school on digital events.
- We’re training our client-facing relationship managers on how to conduct a virtual meeting and event.
- For us as marketers, we’re learning how to design and manage a virtual event that not only attracts participants but keeps their attention. “Whereas, our big event was a full half-day of speakers and private sessions, we have converted it to span 4 days with two 45-minute presentations each day,” shared on marketer.
We’re trying new and different techniques to engage clients on a large scale. For example, online events that allow customers to escape the day to day and experience a new reality, like a professional cooking event. Sharing our economists with clients from other areas of the bank.
Trends we’re beginning to see
We're examining what new reality technologies will provide the creative innovation for a product demo, a new product introduction, featured expert, or event.
Engagement time with content has shifted to weekends and late night.
Reducing the burden on marketing and internal resources by teaming up with business partners to create podcasts using the partner’s tools.
Going dark on advertising except for paid search - for now.
Brand messaging pivot to ‘next’ normal based on what we think the future holds.
RMs and sales helping clients transform their operations to digital, now considered a mandate.