https://embed-ssl.wistia.com/deliveries/f1ebdc2861efa600b6545848865ce4ca.mp4
Once you get into strategy with some depth, you realize that there are different ways in which consumer insights can be leveraged – some are more strategic and some more tactical or opportunistic. We acknowledge that there are different types of insights, and part of understanding what you’ve got when you have an insight is understanding what it’s really useful for. That depends on a number of factors, contextual factors too. So whether insight is relevant depends on the context into which you are trying to create communications, change consumers’ or brand’s behavior. The issue with strange periods like COVID-19 or Black Lives Matter is that the gauges of relevance become skewed in the short term. For example, during the pandemic, there was a lot of advertising that looked and felt the same. One of the things that happen in those circumstances is that insight that feels like they are very relevant at the moment turns out to be very generic and not particularly relevant.
That’s where smart marketers need to do a combination of things and remind themselves what’s really at the heart of their brand, business, and consumer.
They have to stick to the kind of consistency that their brand has in its industry and marketplace and take a step back and observe. The experience will tell you when a situation is volatile and not conducive to making those decisions. A precious few companies seem to be able to rein that in during COVID- 19 in 2020.