I was interviewed byAudrey Latimer, Associate Editor at Global Cosmetic Industry, about how COVID-19provides a major opportunitie for digial content stragegy for brands andretailers. Here is an excerpt:

 

Beauty and personal care brandsnavigating the COVID-19 (coronavirus) outbreak can take advantage of asituation plagued with uncertainty by connecting with consumers on a deeper,human level.

Global Cosmetic Industry caught up with Wizz Selvey, founder and CEO of retail strategyconsultancy, Wizz & Co., and Dean DeBiase, faculty member at Kellogg Schoolof Management at Northwestern University and chairman, Revieve, to learn moreabout creating content strategies during a global crisis, enhancing a brand’sdigital presence to better engage consumers on lockdown and embracing consciousconsumerism.

Dean DeBiase: Lockdown economics have opened up newloyalty channels and shopping opportunities for brands and retailers to addressbecause consumers are more emotionally available to targeted loyalty programsthat add value to their lives. Additionally, consumers have more time andbandwidth for evaluation/comparison shopping.

You can read the entire article below or click on the link to Global Cosmetic Industry here:

https://www.gcimagazine.com/business/marketing/COVID-19-Provides-Major-Opportunities-for-Digital-Content-Strategies-569481561.html

 

COVID-19 Provides Major Opportunities forDigital Content Strategies

In a world onlockdown, social media and other digital platforms are

helping peoplestay connected to loved ones, jobs, education and their

favoritebrands.

Beauty andpersonal care brands navigating the COVID-19 (coronavirus) outbreak can takeadvantage of a situation plagued with uncertainty by connecting with consumerson a deeper, human level.

Global Cosmetic Industry caught up with WizzSelvey, founder and CEO of retail strategy consultancy, Wizz & Co., andDean DeBiase, faculty member at Kellogg School of Management at NorthwesternUniversity and chairman, Revieve, to learn more about creating contentstrategies during a global crisis, enhancing a brand’s digital presence tobetter engage consumers on lockdown and embracing conscious consumerism.

Global Cosmetic Industry: What are the biggest opportunities arising from having such a captiveaudience stuck in lockdown?

Wizz Selvey (WS): To create a stronger relationship with customers,the ultimate aim for any brand should be to nurture customers taking them tobrand advocates. As brands focus on new customer acquisition, the bestcustomers are often forgotten but are some of the most valuable. Engaging withthese customers and providing content and digital experiences so they are praisingand talking about your brand is very powerful.

Dean DeBiase (DD): Lockdown economics have opened up new loyaltychannels and shopping opportunities for brands and retailers to address becauseconsumers are more emotionally available to targeted loyalty programs that addvalue to their lives. Additionally, consumers have more time and bandwidth forevaluation/comparison shopping.

Global Cosmetic Industry: What do brands need to keep in mind when creating content strategiesin such a turbulent time?

WS: Communication is two-way. If you are unsure ofwhat content your audience wants to engage with right now, there is no

problemchecking in. There is an opportunity to get feedback from customers directlyyet informally by way of Instagram stories. Brands can also utilize morestructured ways, including direct communication with top customers and onlinesurveys.

DD: People are experiencing high levels of anxietyand even trauma in their lives, and brands need to meet them where they are.Thoughtful brands are creating simple, easy-to-use brand-relevant informativeand entertaining content that consumers can use now—the goal now is not alwaysshopping cart optimization, but also emotional consumer connections

Global Cosmetic Industry: What are the easiest ways to enhance a brand’s digital presence andbetter engage/ entertain consumers at home?

WS: Create content that inspires and educates bycollaborating with like-minded brands or people that align with your brandvalues—i.e., co-create online workshops, videos or blogs. This will also givebrands an opportunity to widen their reach as events can be promoted throughboth parties’ marketing channels

DD: Through digital and social media channels, brandpresence can become almost anything—so it’s important to stay focused.Engagement should have a long-term brand and consumer purpose that will surviveand be relevant after the recovery.

Global Cosmetic Industry: Which generation seems to be most-engaged with digital platformsduring the pandemic —Gen Z, millennials, Gen X or baby boomers? Can this changea brand’s content strategy?

WS: It's not so much about pin-pointing a generationbut we are certainly seeing many consumers use digital platforms that haven'tbefore. There will be a shift in those consumers’ shopping behaviors and manywill continue to use these platforms as they have gotten used to them. Brandsneed to align more than ever with their target customer and be clear on whothey are communicating to and why. This clarity will ensure your contentstrategy is optimized now and moving forward.

DD: We are seeing an embracing of digital tools andshopping by the laggard segment of baby boomers. This temporary “war-time”shift in consumer behavior is likely to result in this segment being moreapproachable for digital marketers with the permanent use of convenient onlinedelivery shopping versus in-store shopping in many counties.

Global Cosmetic Industry: What other guidance would you offer brands during the COVID-19outbreak?

WS: Conscious consumerism has never been so relevant,purchasing behavior is now more considered so it's an opportunity to revisityour brand values and future-proof your strategy as this movement isheightened. Plus, keep an eye on China who is ahead of the COVID-19 curve andobserve how brands and customers are behaving.

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