SUSTAINABLE MARKETING ETHOS

Many entities are identifying creative ways to stay relevant – Sanjeewaka Kulathunga

As the world tries to adapt to the adverse impact of the pandemic, global corporate entities have been crafting their international marketing strategies to sustain and thrive by means of a resilient mindset.

Whether growing or suffering as a result of COVID-19, companies are finding innovative ways of becoming the most trusted resource for their key consumers by adding value through their international marketing strategies.

Since the dependency on online technologies has risen, most B2B subscription software manufacturers are making their products and services more accessible to consumers. They are offering key featured services free of charge, reducing the price of premiums and reaching out to them with expanding solutions.

Digital techno firms have become an integral part of their customers’ daily lives, and crossed international geographical and cultural boundaries. This phenomenon will lead companies that are digitally oriented to become more adaptable and sustainable in the longer term.

Global digital service brands such as Google, Microsoft, LogMeIn, Zoom and Cisco Webex have offered extended free trials to equip international corporations with remote working and online conference facilities.

Customer oriented strategies make such brands more approachable and attract potential buyers, since manufacturers are upselling their digital solutions with value added services and discounted subscriptions.

Pluralsight, which is an American online education company that specialises in technological training, has offered a few months of free access to its existing and potential subscribers. This is an example for online companies that wish to stay relevant by adding value to their products and services.

Not only B2C but B2B brands have also been rolling out free features to help their clients cope with a rapidly changing business environment. LinkedIn is a global business and employment oriented online platform that has made its ‘events features’ available across all pages though it was only open to certain client companies before the pandemic.

Reliable access and continued services over digitalised online platforms will be concerns for both businesses and consumers around the world under ‘new normal’ condition. Both local and foreign companies are adapting, and rising to the occasion by finding ways to increase their strengths and capacity to meet customer requirements as best they can. This sensitivity to consumer needs will position those companies as reliable partners in the marketplace and help them gain market share in the longer term.

During the pandemic, on demand entertainment such as Netflix and Spotify, and mobile application downloads, have greatly multiplied over a short period of time – more than ever before.

Most global and multinational companies have been investing in both app localisation and optimisation to effectively cater to various requirements of their global customers with increased discoverability in the digitalised network.

As a global marketing strategy, this will set them up as sustainable businesses since their target markets are adjusting to the new normal conditions in response to the pandemic.

Demonstrations of true empathy and service will increase brand value in the hearts and minds of consumers rather than artificial marketing propaganda.

Facebook has supplied free portable video calling devices to hospitals and care facilities in the UK, in collaboration with the government and the NHS. These devices reduce the social isolation experienced by patients since they can now chat with loved ones easily.

In the initial phase of the pandemic, Airbnb launched a global initiative to provide front line COVID-19 responders with proper accommodation by waiving fees for the first 10,000 bookings. This facility enabled responders to stay safely distanced from their loved ones.

Many B2B companies have been continuing online meetings even after the cancellation of scheduled industry conferences to demonstrate a spirit of service. Accordingly, most organisations have taken the extra step of making virtual conferences free of charge.

In the wake of COVID-19, webinars and virtual meetings have become an important medium of communication among marketers. This has resulted in increased consumption of live content on digital platforms.

Both global and local brands connected with digital industries are thriving despite the pandemic as they provide necessary information and services, to connect consumers and businesses in the digital space.

For instance, brand values of Amazon, Microsoft, Spotify and Netflix increased by 60, 53, 52 and 41 percent respectively throughout 2020, and will continue to grow with ongoing restrictions and lockdowns.