The COVID-19 pandemic has presented unprecedented challenges for product marketers. With lockdowns, social distancing measures, and shifts in consumer behavior, product marketers have had to think creatively and adapt quickly to ensure their products reach their intended audience.
One key way product marketers have adapted is through the use of digital channels. With in-person events and tradeshows cancelled or postponed, product marketers have turned to virtual events, webinars, and social media to promote their products. This has required a strong focus on online content marketing and an understanding of how to effectively reach and engage with customers through digital channels. This shift has hit higher education especially hard as not only is the requirement process very reliant on in-person fairs and events but classes have also had to move online, which undermines the actual product that universities sell. One way that Said Business School addressed this challenge was to take advantage of the fact that many prominent speakers were more available for online interviews and create a online series called ‘Leadership in Extraordinary Times’ to discuss the pandemic and how business leaders should respond.
Another way product marketers have adapted is by pivoting their messaging and positioning. Many companies have had to shift their products or services to meet the changing needs of consumers during the pandemic, such as offering virtual rather than in-person classes. Product marketers have had to adjust their messaging to align with these changes and emphasize the value their products can bring in the current climate.
Finally, product marketers have had to be more empathetic and understanding of their customers’ needs and concerns. With so much uncertainty and stress, it’s important for product marketers to be sensitive and responsive to customers needs. This may involve offering support or resources for how to access a product online, being more understanding with late payments, or simply being available to listen and address any concerns customers may have.
Overall, the COVID-19 pandemic has required product marketers to be agile, adaptable, and customer-focused. By embracing digital channels, pivoting their messaging, and being empathetic to their audience, product marketers have been able to navigate this challenging time and continue to successfully promote their products.
