CHRISTINA MANYENYE – KEEPING CUSTOMERS ENGAGED DURING A CRISIS

Unexpected circumstances that came with the covid-19 pandemic have caused havoc around the globe. Tanzania is no different. There has been a huge shift in consumer behavior. People are now depending much on online services, meetings, work, entertainment, shopping etc. The shift has affected business perspectives without leaving behind marketing trends. Although brand loyalty and trust have always been interconnected, during this uncertain time, their connection has become stronger as consumers expect brands to maneuver through hard times efficiently. Businesses that fail to make a strategic impact and influence people aren’t likely to gain consumer confidence. Brands that responded positively to the pandemic have successfully increased brand loyalty and sustained or gained consumer trust. During uncertain times that affect consumer behavior, marketing function’s most important job becomes to identify, engage and convert customers into valuable assets that create long lasting business relationships. During COVID-19, marketers have had to rethink their strategies due to the fact that homebound customers, social distancing, and an unpredictable environment have forced many companies into crisis management and hence focusing less into marketing activities. Sincerely speaking, change of circumstances during crisis can be a great time to reflect on new ways of reaching customers. Marketers need to map various scenarios that can fit into the new business environment. Anticipating customers disengaging or changing in their buying behavior and thinking about new ways to reach out to them is key. One need not to shy away from testing different methods until they find the ones that works for their business. For instance, shifting of demand from product to product or even delivering models is expected, so changes to fit into this new development becomes inevitable. With all these said, it is imperative to take into account what the post-COVID business environment is going to mean for those of us in the digital marketing realm. The pandemic has accelerated the speed at which we are “going digital” and has given new power to many online platforms.