The New Normal For Business And Marketing

By Kevin Leyes, the chairman of Leyes Enterprises and the CEO of Leyes Media, an SMM and PR agency, and Team Leyes, an urban jewelry company

If there’s one thing that cannot be denied, it is that the world has changed because of the Covid-19 pandemic. In economic, educational, technological and business matters, many things that might have been relevant before the pandemic no longer seem important. Meanwhile, other factors that were formerly considered optional have become indispensable.

The challenge that countless entrepreneurs have faced is how to sustain themselves and their businesses during these difficult times. Teleworking has become just one key to maintaining operations and work processes. 

This transformation is still underway, and it is too early to determine the exact scope of the pandemic’s impact worldwide. What is certain, though, is that our world will never return to exactly the way it was. Accordingly, both new ventures and existing businesses must adjust to new consumer habits to survive.

Although this is not a simple task, there are some fundamental factors that entrepreneurs should consider as they adjust to the new normal of business and marketing.

Renewed Emphasis On Digital Marketing

Although it may seem impossible, there are opportunities to start new ventures and explore new areas in existing businesses, even in the midst of Covid-19. Fortunately, technology and digital processes have allowed us to stay closely connected to consumers.

Although many businesses already knew the importance of having a social media presence, I predict that this will be even more important after the pandemic. Entrepreneurs can focus their marketing efforts on digital platforms to continue to reach their target audiences.

Protection & Prevention

Although there is talk of a new normal, it doesn’t mean that Covid-19 will soon be a thing of the past. Until there is a vaccine, the virus will remain a significant threat. Leaders need to consider how they will protect their employees if and when people return to their physical offices and brick-and-mortar locations. Maintain a culture of prevention in the workplace and emphasize the importance of taking care of one another, following preventive measures and adapting as the situation continues to evolve.

On the consumer-facing side, you can generate confidence by following appropriate prevention and protection measures both in deliveries and in the operation of your brick-and-mortar enterprise.

Thinking Ahead

A fundamental theme that I’ve observed is the need to implement strategies that not only apply during the pandemic, but that can also be beneficial in the return to “normalcy.”

For example, teleworking has been one of the most significant changes that many businesses adapted to during the pandemic due to social distancing regulations and as a form of protection for employees. Because the past few months have shown that teleworking is possible within many business environments, I predict that this move to remote work will stick around long after the pandemic.

Remote Employment Options

Whether your business is a large company or a smaller enterprise, it will be necessary to examine your processes and reinvent the ones that need updating after the return to “normalcy.” In this context, remote work and the question of employment becomes important.

Although many companies expect to resume normal in-person operations, this won’t be immediately possible for every business, or even for every team member within your business. The “home office,” or perhaps a hybrid remote and in-person model, is an excellent option to maintain your company’s output and safety during this transition. It can also reduce overhead costs, which is an additional benefit.

Digital Communication

Socialization underwent a rapid transformation due to Covid-19. In-person gatherings and meetings were no longer possible under social distancing measures, which allowed digital meetups to become more relevant.

From the entrepreneur’s point of view, it’s important to understand the opportunities that exist in the digital communication realm, take advantage of its strengths and think strategically to reach consumers. If you aren’t already making use of new digital tools and processes for communication, this is a challenge you must take on — or risk getting left behind.

Ready For Change

In today’s world, change is inevitable: Consumer demands are evolving every day, and business leaders must adjust accordingly. Although Covid-19 represents even greater upheaval than we were expecting in 2020, it is possible that the pandemic has only accelerated changes that would have gradually occurred in the business sphere.

One example of this is e-commerce: Although it is not a new trend, the pandemic highlighted its use cases and made e-commerce operations even more relevant. I feel confident in asserting that e-commerce is here to stay as a key element for any forward-looking company.

The imperative for entrepreneurs is to face our new normal in the most productive way possible in order to continue being present in the lives of consumers.

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