Key Audience Needs During Coronavirus

Goals

To understand what the key audience needs are for B2B during coronavirus and the current market conditions
To understand what the key audience needs are for B2C during coronavirus and the current market conditions
To provide insights on how consumers are consuming media during coronavirus in the remote/virtual reality

in order to assess how to move forward with marketing for a new england regional bank.

Early Findings

Our initial research on key audience needs for B2B during coronavirus and the current market conditions revealed insights. Here are key pieces of information we found:

Key Audience Needs During Coronavirus:

B2B

  • A key audience need for B2B during coronavirus is having to compensate for the inability to meet face to face.
  • To fullfill this need, industry experts advise reviewing online marketing strategy and redefining marketing messages to strengthen a focus on digital marketing to reach an audience.
  • Another key audience need for B2B is uncertainty and a lack of confidence in the current market.
  • To fullfill this need, industry experts advise looking for ways to put an audience in first place to address their needs and concerns. Financial institutions could produce content that addresses ways that their audience can save money during this time or how their small business can adapt to decreased customer numbers and purchases.
  • Being better understood is another key audience need for B2B during coronavirus that will almost always include additional audiences to consider like employees and their families, investors and communities, or regions that may fall outside of a normal marketing focus.
  • To fullfill this need, industry experts advise segmenting an audience in as granular a form as needed to address a specific scenario by considering the following questions: What is the most important information for the specific audience in question? What is their emotional context? What is the objective of the communication? How should we best deliver it? For regional audiences, what cultural norms do we need to be aware of?

Proposed next steps:

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