As the deadly coronavirus pandemic continues to ravage Zimbabwe’s economy, with more and more companies finding it difficult to meettheir financial targets because of supply chain disruptions and dampened customer demand, the vast majority of interactions with customers arelikely to take place virtually It is unclear how long this coronavirus pandemic will last since there is no vaccine yet to combat it But, what is clear is that the pandemic will drastically impact most businesses for many months, probably years, meaning more and more interactions with customers will now occur on the virtual rather than in person It means local companies should become more digital
It’s no longer business as usual Given that the pandemic will not be a short-term event, Dandemutande chief executive officer Never Ncube, told a virtual launch of theSuperbrands 2020, organised by Marketers Association of Zimbabwe since 2009 that Zimbabwe companies must prepare for the long haul Ncube called on local companies to quickly embrace and build brands on digital platforms to increase overall business awareness, build positive perception through interactions and encourage loyalty and advocacy.He said it was imperative for companies to build in this necessary operational resilience to survive this new reality Ncube said this is the new normal for brand stewards
He added that “people will not buy from an organisation they have never heard of” Effective digital platforms include websites which many describe as the digital store from location, social media such as Facebook, Twitter,Instagram or LinkedIn These push people to where one wants to be and meet them where they are Companies should also make use of online ing, influencer marketing andcontent marketing where focus should be on engagement through photos and videos
“Content marketing is like a first date If you only talk about yourself, there won’t be a second one,” Ncube said Borrowing from Michelle Robertson, Ncube said: “A brand without a digital presence is like a car without tyres It’s not going to get anywhere fast.”He added: “Since the outbreak of Covid-19 many businesses have had to restrategise, re-calibrate and accept that the digital economy is upon us
What has become vital for brands during this period is the need to remainconnected, to optimise digital processes, be visible on all digital platforms, online payment systems and be aware of cyber security,” Ncube said Brand building strategies, Ncube said, bring consumers closer to the brand and provide value for them so that they can know, feel and experience the brand Source: Business Times
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Source: Businesstimes
