Just over a year ago, as the pandemic started, I wrote a blog post about the fear-based change in consumer habits that the pandemic brought about, and explained how companies can best respond to this change in consumer habits going forward.
“While the chaos of 2020 changed the way marketers communicated with customers, email marketing emerged as a winner and continues to be one of the most sought-after communication channels” – Swathika Mahalakshmi, Product Marketer for Zoho Campaigns, an email marketing software solution from the Zoho Suite.
My favourite quote over the past few years has been this one, by French novelist, critic, and essayist Marcel Proust: “The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.”
For me, this quote is an ode to 2020. We’ve all had to remind ourselves that despite the sadness, isolation, and uncertainty this year, we can access our imagination and find joy in the small things, without needing to travel to new lands, seek new experiences or buy new things.
Initially in my role as an Account Manager, when it came to delegating tasks, the following thoughts would go through my head: “I don’t want to burden someone else with this work. It will be quicker if I just do the work myself. Something will go wrong if I’m not involved. The work won’t be as good if I let go enough to hand it over.” I’m ashamed about the last two points, but I’m being completely honest.
Susan David – one of the world’s leading management thinkers and award-winning Harvard Medical School psychologist – unpacks the difficult emotions we’ve all had to experience around accepting the reality of our new normal. She explains that if we allow ourselves to really experience these difficult emotions in healthy amounts, it’s a sign that we actually accept reality.
One of the most fascinating aspects of this pandemic is that it has acted as a powerful accelerator. By this, I mean that it has accelerated changes that had already started in our society but were being pushed forward at a slow pace. Our new normal has caused most of us to immediately change our daily habits: there’s a surge in online shopping virgins jumping on the band wagon, a mass shift to working at home, and a rise in home cooking and creativity in meal-making, just to name a few. Change will always be daunting, however, this acceleration perspective provides a lot of hope and opportunity from the viewpoint of marketing.
Our team behind the yellow door has always had a complicated relationship with social media. We use it as one of our main tools in content marketing, however, we recognise how all-consuming it can be in our lives. On one hand, we use it to inspire creativity, humour and engagement with our brand and our clients’ brands, and on the other, we force ourselves to switch off so that we can be present in our personal lives and connect to the people around us. For us it’s all about balance, and focusing on quality content.