As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.
- Not every consumer is a customer. Seek out the smallest viable audience and bring them something that works for them, but that probably isn’t going to work for other people.
- Craft a story of real differentiation – and one that isn’t based on price (that’s a race to the bottom and if you win you have to stay there).
- Be consistent, not authentic. “No one cares about what you authentically believe, they care about what you consistently do. If you are consistent, we will call that authenticity.”
“If you are a marketer, macro trends aren’t your problem and you should ignore them” – Seth Godin, author and entrepreneur.
This article first appeared in www.warc.com