Technology has become an essential part of everyone’s lives for both consumers and businesses. As the events of COVID-19 continue to unfold, it has become apparent how much we all rely on technology to function—not just for fun. Marketers should realize that too, and use this time to leverage the benefits of technology to reach, serve and strengthen their relationships with constituencies.
Here’s a quick look at how brands in AW’s key verticals—higher education, healthcare, and financial services—are doing just that.
Higher education: Colleges and universities are relying heavily on technology for educating students in the virtual classroom—and for recruiting prospective students. With events and campus open houses cancelled or postponed during peak spring decision time, many are providing virtual tour to give access to their campus. It is a great way to get to know the school, even from miles away.
Healthcare: Telemedicine makes it easier and more convenient for patients to stay healthy while also being convenient, flexible and engaged with their real-time care providers. (And more importantly, it stops the potential spread of germs.) Providers also should take the time to educate from a distance—and step up their reputation management strategy—by posting relevant, engaging content and by quickly responding to patient comments, questions and concerns that appear on review sites and their owned social properties.
Financial services: Consumers always want the confidence that comes with knowing they have access to their money, especially in uncertain times like these. Tools such as online and mobile banking, bill pay and direct deposit are the simple products that can put customers at ease. Live video banking—once marketed strictly as an after-hours convenience—is now the hallmark of safer banking.
Ultimately, brands need to continue to communicate to their customers, letting them know that even if they can’t see or speak to them in person, they can still rely on them—even more so during times of need.
