You know, it can be quite useful to take a little breather every now and then and really ponder over things. We’re talking about those significant moments that may have had a profound impact on our lives—the kind that sticks with us for a good while.

In this article, we want to take a moment to really think about how the COVID-19 pandemic has had a lasting impact on our lives. It's important to reflect on how consumer behaviour has changed and how it affects the way we, as marketers, communicate with and sell to our clients.

How about we tackle this unmasked and just be completely authentic? At the end of the article, we’d love to hear from you. How have you changed your marketing strategies to fit the post-COVID-19 reality of email marketing?

Let us know.

A quick 101: What is consumer behaviour?

According to Future Learn, “consumer behaviour in marketing refers to the actions and decisions that people make when they are purchasing or using products.”

Why is consumer behaviour important?

Understanding consumer behaviour is important because it affects your business in many ways. Imagine you're playing a game and you want to win. To win, you need to know what the other players like and what makes them choose certain things. Understanding consumer behaviour is like being really good at that game. When your company understands why people buy certain things and what they like, you can make products and services that people will love. Even your communication with them can be tailored to suit their interests.

It's like knowing the secret to making everyone happy and winning the game of selling things. So, understanding consumer behaviour can help your company make better products and make more people happy, which is really important for you to succeed in the market.

We have a few examples of how consumer behaviour can affect your marketing:

1. It causes you to segment your audience

When you’ve done some research, you get a better understanding of what your audience likes. As a result, you can better divide them into distinct segments or groups.

How does this make things better? Well, gaining some insights into your audience’s preferences allows you to accurately tailor your marketing communications and strategies specific to the interests and needs of each demographic. If you don’t know where to start to segment your list, we have a useful article that gives you 7 email marketing segmentation techniques to try. Do yourself a favour and check it out.

2. It helps you develop effective branding

Understanding how consumers behave and think is important for coming up with effective branding strategies. It allows you to connect on a deeper level with your target audience and foster brand loyalty.

By delving into consumer behaviour, you, as a marketer, can develop compelling brand messages and strategies that truly resonate with people.

So, in essence, consumer behaviour research serves as a guiding compass for building a strong brand that leaves a lasting impression on your audience.

3. It boosts your sales

Rather than taking shots in the dark and attempting to sell to everyone, being well-informed about your customers' preferences enables you to make wiser choices. Embracing this significantly increases the likelihood of generating sales. So, get to know your customers well so you can sell what they want and boost your sales.

How has COVID-19 changed consumer behaviour?

The COVID-19 situation has really shaken things up for consumers worldwide, making them change their habits in a big way. Each country might have its own unique twists, but there are a few standout trends that we can't ignore.

Here are a few stats:

• 49% of consumers shop online more now than they did pre-COVID-19, globally. (Bazaarvoice)
• 75% of shoppers have decided to switch things up and try out new ways of shopping since the pandemic. And guess what? Most of them mentioned that convenience and value were the driving factors behind their decision. (McKinsey)
• 50% of consumers say the way they use technology has changed for the better since the pandemic. (EY South Africa)
• 37% of consumers are shopping online for products previously bought in stores. (EY South Africa)

What more? Let’s look at the points below.

1. Digitalisation and innovation

For survival post-COVID-19, many companies took up digitisation and innovation as their two most important areas of focus. Why? Because one of the main changes that the pandemic brought about in the behaviour of most consumers was a movement towards the digital world.

In the face of the pandemic, businesses from all sorts of industries had to quickly adjust their strategies and embrace digitalisation to cater to their customers' needs. This meant, for example, hopping on the online ordering bandwagon.

It became clear that a digital transformation was no longer a choice but a must. These changes have stuck around even after the pandemic subsided. You wouldn't believe how common it has become to spot those vibrant turquoise Checkers delivery motorbikes zipping through the streets of South Africa since COVID-19 hit. It's safe to say that they've become part of the new normal in the country.

As a result, email marketing has become even more crucial than before with this marketing channel allowing brands to communicate way more efficiently with their client base—think order confirmation emails after making an order and more targeted promotional emails just before payday. It’s amazing how far we’ve come since the pandemic.

2. Consumers now embrace the DIY spirit

The do-it-yourself (DIY) mentality has really become a part of most consumers post-COVID-19 and here’s why: during the pandemic, most people had to make online bookings for almost everything. People have become more comfortable with doing self-service for anything, really. They just want to know how. A study by Lightico shows that 63% of people are more inclined now to try a new digital app or website than before the pandemic.

When it comes to email marking, this has created a massive opportunity for companies to share useful how-to guides that people can read and follow to get things done.

We loved this quote by Receeve, as we feel it sums it all up, “In a post-COVID world, the companies that support their consumers by empowering them to solve problems on their own will reap the rewards for years to come.”

3. Consumers are hunting for value

According to EY South Africa, post-COVID-19, 60% of consumers are drawn to save more money to prepare for future uncertainties and they prioritise spending only on things that make them happy. Because many have cut down on how much they spend, it has caused the greatest level of brand shifting that businesses have ever seen. People don’t want to spend the little they have on unnecessary things.

What’s the lesson: People are no longer necessarily loyal to a brand; they’re hunting for value. Can your business give them quality for less?

Post-COVID-19, most businesses have really taken a hard look at how they can meet the changing preferences of customers who prioritise value when making purchasing decisions.

They're going the extra mile to offer top-notch products and services at prices that truly make customers feel like they're getting their money's worth.

Now businesses use their email marketing to promote awesome discounts and promotions, or even revamp their entire product lineup to better match what consumers want.

4. Consumers want positive content

Post-COVID-19, people are really drawn to content that lifts their spirits, inspires them and gives them a renewed sense of hope. They want stories that make them feel good, content that motivates them and practical tips to improve their personal growth and well-being. It's all about finding that positivity and learning how to adapt to the "new normal" while building resilience.

On top of that, people have a strong craving for entertainment and a break from the challenges they've faced during the pandemic. They're looking for light-hearted, funny and enjoyable content that allows them to momentarily escape and forget their troubles.

There's also a greater focus on health and wellness-related content. People actively want to know how to maintain their physical and mental well-being. They're eager for fitness routines, self-care practices, healthy recipes and mindfulness techniques to help them lead healthier and happier lives.

A question for you…

What are some of the marketing strategies that your business has adopted to fit into the post-COVID-19 pandemic reality?

Let us know in the comments below. We’d love to hear from you.