The community seeks security, solidarity and campaigns aimed at improving the world, and thus our lives. New and useful information and education are also part of the new communication.
Despite the crisis that has befallen us, our approach has not changed – development, creativity, new technologies and personalization are what will continue to decide who is competitive in the market. The global trend shows that trust and openness remain the most important values, but that the new age also brings greater solidarity.
The crisis has greatly changed the approach and the way clients communicate. How much has it influenced your strategic approach to each client?
Almost immediately, our industry found itself experiencing a “new reality”. After the introduction of the state of emergency in Serbia, as well as in the region, the consumption of TV content increased to 20%, and visits to websites to as much as 60%. At the same time, advertising dropped and planned marketing campaigns were stopped or postponed. Also, the importance of crisis communication and socially responsible business came to the fore, which became mandatory for every serious company. As such, we immediately joined numerous campaigns, started working from home, and to educate the general public, we published recommendations on our website on how to behave during the state of emergency and make good use of that period.
What will change in the relationship with clients, as well as in the relationship between clients and their customers and the community?
The implementation of measures, such as keeping physical distance and limiting the number of people per square metre, has already changed communication, not only in private lives but also in doing business. Online sales have erupted, employees spend less time in offices, distance learning is increasingly used… Digital content is already an indispensable part of our reality and adequate communication channels must be found while marketing campaigns have to be adjusted. In addition to fast and timely communication, messages of empathy, togetherness and responsibility are still important to send. Any promotion of selfish interests or abuse for profit leads to loss of reputation and failure of both brands and companies. The community seeks security, solidarity and campaigns aimed at improving the world, and thus our lives. This is, of course, difficult without having passion, vision and development, so new and useful information and education are also part of the new communication.
“Communication and marketing are adapting to the new reality not only in terms of content but also in the form in which that content will be packaged”
Is our market ready for the changes that are happening all around us and how can we achieve synergy between marketing activities and sales, on the one hand, and new customer needs, on the other?
Severe economic consequences are already being felt globally, but there are also examples that some brands have even profited during this period. The only difference is how much they understood the importance of direct communication with consumers, were flexible and changed plans and business models according to the new circumstances. Successful brands have continued to launch new products and services, tailored to customer needs, while still guaranteeing their safety and quality. Communication and marketing are adapting to the new reality not only in terms of content but also in the form in which that content will be packaged. Numerous analyses have shown that in times of crisis, marketing budgets should not be reduced, but rather used well. Classic advertising campaigns and promotions with discounts contribute to sales growth in the short term. On the other hand, brands that provide consumers with a good experience and a sense of connection through shopping and fast and two-way communication will have a satisfied and loyal consumer even in difficult times. Fortunately, there are such examples in Serbia too.
How will the projects be implemented now that the pandemic seems to have calmed down and what are your plans for the next period in terms of business expansion?
We were not idle and we used this time to assess our market position, as well as to launch new projects and establish new collaborations. Our platform works precisely so that it can respond to challenges and be equally successful in various segments, from real estate management, project management and technical maintenance to marketing. Also, we are continuing to develop these services in the segments of business space and logistics sector, both in the domestic market and the region.