{"id":956,"date":"2020-06-09T17:04:10","date_gmt":"2020-06-09T21:04:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/06\/09\/how-the-pandemic-prepared-5-companies-for-a-more-customer-first-future\/"},"modified":"2020-06-09T17:04:10","modified_gmt":"2020-06-09T21:04:10","slug":"how-the-pandemic-prepared-5-companies-for-a-more-customer-first-future","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-pandemic-prepared-5-companies-for-a-more-customer-first-future\/956\/","title":{"rendered":"How the Pandemic Prepared 5 Companies for a More Customer-First Future"},"content":{"rendered":"\n

Kate Stanford, VP of Ads Marketing at Google<\/em><\/strong><\/p>\n\n\n\n\n\n

In the nearly 15 months since COVID-19 was declared a pandemic, life has changed incalculably. Most of us tore up our best-laid plans \u2014 both personal and professional \u2014 and gained a far deeper understanding of what it means to adapt.<\/p>\n\n\n\n\n\n\n\n

Globally,\u00a0we\u2019ve seen massive shifts<\/a>\u00a0in how people interact with businesses. Buying behavior changed drastically, as customers went online to explore, research, and plan more of their purchases. The new reality during the pandemic forced many brands to radically change their marketing strategies; others accelerated strategies that were already underway.<\/p>\n\n\n\n\n\n\n\n

Amid all of\u00a0the past year\u2019s challenges<\/a>, brands showed up for consumers like never before, creating a blueprint for marketing that is even more customer focused. By leaning into solutions like\u00a0first-party data<\/a>\u00a0and\u00a0automation<\/a>, companies are providing more privacy, personalization, and convenience to the people who interact with and experience their brands.<\/p>\n\n\n\n\n\n\n\n

As the U.S. begins to picture returning to some semblance of normalcy, we spoke to five marketing leaders across different sectors who made customer-centric changes to ensure their businesses are\u00a0ready for what\u2019s next<\/a>.<\/p>\n\n\n\n\n\n\n\n

Here they share how they\u2019ve leaned into first-party data and automation, along with their key advice to other marketers, regardless of industry.<\/p>\n\n\n\n\n

\n
\"\"<\/figure>\nFoster connections to create community<\/h4>\n
“In the financial services world, it’s easy to get caught up in the utility of the products we offer. But at the end of the day, money and running a business are very personal. Small business owners depend on connecting with other people, and video helps us tell those human stories. Through YouTube, we’re able to reach merchants who are craving inspiration and ideas for how to survive and thrive.”\n— Lauren Weinberg, Chief Marketing Officer at Square<\/em><\/blockquote>\n

Square\u2019s mission \u2014 that everyone should have access to the tools that let them succeed on their own terms \u2014 came into sharp focus this past year. COVID-19 arrived just as the company was preparing its first-ever major brand campaign, derailing the launch. With small business owners deeply affected by the crisis, Square immediately redirected its marketing budget to offer free software and refunds to its customers.<\/p>\n\n\n\n\n\n

As the pandemic continued, Square decided it couldn\u2019t entirely retreat back to its long-standing reliance on performance marketing; business owners were looking for guidance on how to adapt their operations, and Square had the solutions and tools to help.<\/p>\n\n\n\n\n\n\n\n

The company evolved its original messaging strategy to highlight the solutions business owners would need most to face the new realities of doing business, like contactless payments, online stores, curbside pickup and delivery, and Paycheck Protection (PPP) loans.<\/p>\n\n\n\n\n\n\n\n

Then, to further support the small business community, Square invited customers to share their stories of struggle and resilience by calling a toll-free hotline. The messages it received sparked Square\u2019s\u00a0Seller Stories<\/a>\u00a0video series, which pairs inspiring small business stories, such as how Detroit\u2019s oldest menswear retailer built an e-commerce presence to stay open, with guidance on ways to thrive in difficult times.<\/p>\n\n\n\n\n\n\n\n

By developing this two-pronged approach, Square drove an 82% lift in prospective customer web traffic year over year, and increased time spent on its\u00a0campaign landing page<\/a>\u00a0by more than 3X.<\/p>\n\n\n\n\n

Turn customers into loyal superfans<\/h4>\n
“We’ve been actively trying to shorten the distance between inspiration and purchase for our customers. When someone is inspired by a product, we want to be there to help close the transaction, so we’ve made a number of advancements in the social commerce space. Customer-centricity has always been a focus for our company, and we’re continuing to sharpen the pencil on what that means.”\n— William White, SVP and Chief Marketing Officer at Walmart U.S.<\/em><\/blockquote>\n

As the world\u2019s largest retailer, Walmart serves approximately 220 million customers and members globally each week. So when consumers worldwide faced pandemic-related financial hardship, the company\u2019s mission \u2014 helping people save money so they can live better \u2014 became more critical than ever.<\/p>\n\n\n\n\n\n

To meet shoppers\u2019 changing needs, Walmart accelerated and expanded its existing curbside pickup, pickup in-store, same-day delivery, and in-home delivery services. And to further streamline customers\u2019 online shopping experience, the company combined its once-separate grocery and shopping apps.<\/p>\n\n\n\n\n\n\n\n

Walmart knew it also needed to build brand love to earn return customers in a hypercompetitive market. The solution was\u00a0Walmart+<\/a>, a new kind of membership that gives shoppers benefits that help save time and money, including a scan-and-go mobile checkout experience in retail stores and fast, free shipping for online purchases. In addition, Walmart began offering larger scale \u201cbrand gestures,\u201d such as hosting drive-in movies in store parking lots, to foster customer relationships.<\/p>\n\n\n\n\n\n\n\n

Already, Walmart has seen the impact of becoming more customer-centric. Its efforts contributed to a 37% growth in online sales and a 6% total sales growth in the U.S. for Q1 of the current fiscal year.<\/p>\n\n\n\n\n

Put content in context through first-party data<\/h4>\n
“Contactless travel doesn’t have to be less personal. When we know a customer’s preferences or loyalty program membership, we can use it to offer the right upgrade and share the most relevant resources, like details about our restaurants if they’re a foodie or spa information if they love relaxation. Using first-party data this way allows us to personalize experiences and free up our on-property colleagues’ time to ensure these experiences are exceptional.”\n— Julia Vander Ploeg, SVP and Global Head of Digital and Technology at Hyatt Hotels<\/em><\/blockquote>\n

Hyatt has long understood the importance of unifying leaders across marketing, data, and analytics, engineering, product, and beyond around a shared mindset: signals in, signals out. This thinking enabled the company to integrate its data platforms across each team\u2019s systems to ensure that they\u2019re drawing on the same information to deliver consistent brand experiences.<\/p>\n\n\n\n\n\n

COVID-19 then became a forcing function to accelerate Hyatt\u2019s use of customer signals to offer smarter custom interactions. The company pivoted its third-party data strategy to a privacy-led, first-party approach, which allowed Hyatt to build direct relationships with guests and offer them value in exchange for their information. This \u201ccontent in context\u201d offering included personalized, relevant details about destinations, such as nearby restaurants, sporting events and concerts, and even local travel delays.<\/p>\n\n\n\n\n\n\n\n

Through its move to prioritize first-party data and being more personal, Hyatt was able to reach 13X more customers in 2020. The company will continue to leverage the success of customer-centric brand experiences to grow loyalty across its family of brands.<\/p>\n\n\n\n\n

Authentically support your audience<\/h4>\n
“Marketers must always be ready to pivot. As we moved toward 2021, we repeatedly heard from our customers about the optimism they had for the future. Their optimism, coupled with the important role entrepreneurs play in fueling ideas and the economy, helped us evolve #OpenWeStand into our 2021 message of ‘Make a Different Future.’”\n— Fara Howard, Chief Marketing Officer at GoDaddy<\/em><\/blockquote>\n

When the pandemic hit, GoDaddy quickly heard from customers that they needed help in new and different ways. This led GoDaddy to launch\u00a0#OpenWeStand<\/a>, a campaign that brought over 70 corporate partners together to help entrepreneurs navigate small business ownership during uncertain times. On the campaign site, GoDaddy curated extensive resources to help the small business community rally around a powerful call to action: \u201cHow to stay open, even if your doors are closed.\u201d<\/p>\n\n\n\n\n\n

To understand how #OpenWeStand content resonated with its audience, GoDaddy partnered with Google to develop a measurement methodology and framework. The company used\u00a0Brand Lift studies<\/a>\u00a0to gauge changes in brand awareness, consideration, and search interest, and applied attribution modeling to measure impact across the customer journey. Based on results, GoDaddy was then able to optimize the campaign over time. It increased its use of automated bidding and implemented\u00a0responsive search ads<\/a>, for example, to reach customers in the right moments with a relevant message.<\/p>\n\n\n\n\n\n\n\n

To date, more than 70 large companies have joined GoDaddy\u2019s effort to support small businesses, and the\u00a0#OpenWeStand anthem video<\/a>\u00a0has tallied over 65 million views.<\/p>\n\n\n\n\n

Deliver differentiated experiences<\/h4>\n
“When it came to the Auto sector’s online services adoption, what should have taken three to five years took six months. Massive learning curves happened overnight. It wasn’t easy, but there were a lot of new opportunities. Customers can create relationships they never thought possible with brands. So as brands, we need to think about how we can meet customer needs and use data to truly show up for them. We are trying to change the entire customer relationship model.”\n— Suzy Deering, Global Chief Marketing Officer at Ford Motor Company<\/em><\/blockquote>\n

While many businesses were focused on simply staying afloat through the pandemic, Ford had a bigger vision. At a time when\u00a0automotive industry sales were down 15%<\/a>, the company saw an opportunity for business transformation and began mapping out a plan.<\/p>\n\n\n\n\n\n

Led by a new CEO, Ford began questioning everything from its organizational silos to its leadership to the future of its vehicles. As part of the process, the brand embarked on a\u00a0strategic partnership<\/a>\u00a0with Google to completely reinvent customer experiences through new technology, like enhanced connected vehicles, and more personalized services, such as real-time maintenance requests.<\/p>\n\n\n\n\n\n\n\n

In its marketing efforts, Ford is also bringing customer relationships to the forefront. The company is quickly shifting from an acquisition model to a loyalty-based model that will allow it to meet people\u2019s ongoing needs in a more personalized way.<\/p>\n\n\n\n\n\n\n\n

Without knowing what a \u201cnew normal\u201d would look like, these companies prioritized meeting their customers\u2019 needs by investing in first-party data and automation. While we can\u2019t predict what challenges lie ahead, finding new approaches that put customers at the heart of your business is a great way to ensure that you\u2019re ready for whatever comes next.<\/p>\n\n\n\n\n\n

This perspective originally appeared on <\/em>Think With Google<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Amid all of\u00a0the past year\u2019s challenges, brands showed up for consumers like never before, creating a blueprint for marketing that is even more customer focused.<\/p>\n","protected":false},"author":7,"featured_media":957,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[11],"topics":[2],"class_list":["post-956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-google","topics-editorial"],"acf":[],"yoast_head":"\nHow the Pandemic Prepared 5 Companies for a More Customer-First Future | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-the-pandemic-prepared-5-companies-for-a-more-customer-first-future\/956\/\" 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