In this Slideshare, we’ll cover: -What to do when “cancel everything” canceled your business -Three actions you can take now that will set you up for success in the future -Going virtual: what works, and what doesn’t -Staying relevant when people are staying at home

1. #NewMarketingRules
ON-DEMAND
& DELIVERYOF MARKETING ENGAGEMENT
NEW RULES
Live Video Series powered by CleverTap
New Reality, New Rules:
On-demand & delivery

2. We’re now running companies at hyperspeed. Some are seeing hyper-growth,
others are seeing hyper-contraction. All are seeing hyper change. The one
constant need is to accelerate learning via real-time data to make the smartest
decisions as fast as possible. The most agile companies win.
Accelerate learning via real-time data.

3. New Rule #1:
Learn faster
You can’t predict the future. You can see patterns and react to them.
We know that we’re going to be a state of uncertainty for some period of
time. The adjustment is to reduce the delay between stimulus and response
by monitoring customer behavior continuously.
“The new normal really is the known unknown.”
David Llewellyn
Marketing Director,EMEA, AppsFlyer

4. New Rule #2:
Communicate better internally
Whether you’re in hyper-growth or business hibernation, communicate!
Your team can’t get together physically right now, so you need to invest
extra energy in ensuring everyone’s connected, on the same page, and
feeling included.
“It's very important to inform the team about what is going on to keep them aligned…
to keep very clear communication channels so that they're completely on board with
what is happening.”
Ameet Phadke
AVP Growth Marketing, Rebel Foods

5. The world is moving faster. Your customers hold the key to your business
success, but you need to read the story that they’re telling you via data.
New Rule #3:
Study your data
“We've found out so many interesting things about how our customers behave…
there were so many interesting facts that we then use to roll out new strategies that
actually, if we would have kept our previous strategies, would definitely not work.”
Michael Wicke
VP International Marketing, Delivery Hero

6. Recovery and reopening as we come out of the Coronavirus era will be
lumpy across different geos. And they will happen in fits and starts as infections
spike in second or third waves. So segment your customer strategies and
communications to deliver the right message to the right people.
New Rule #4:
Segment your customers
“Every market is really different. During the COVID times we have these very different
restrictions. You need to answer these separately: you can’t answer them all in the same
way with one central strategy.”
Michael Wicke
VP International Marketing, Delivery Hero

7. Your customers need to know what you’re doing to keep them safe. To
deliver what they need, but also do it in a way that keeps both employees
and customers safe. They also need to hear from you if there are going to
be service interruptions or challenges.
New Rule #5:
Communicate better externally
“This is absolutely not the time for your brand to go silent. It is absolutely also not the
time to continue with messaging, business, brand communication as usual.”
Juliet D’Ambrosio
Senior Director of Strategy, Adrenaline

8. Advertising has changed and costs have changed too. There’s more supply
since we’re checking news and social media more, and there’s less demand
thanks to the economic downturn. So try options for customer acquisition
that you did not consider in the past.
New Rule #6:
Test new channels for customer acquisition
“Consider testing some of the channels that maybe in the past were too expensive.
Maybe the prices have changed in a way that it can work for you now just
because of Corona.”
Christian Eckhardt
CEO & Co-Founder, Customlytics

9. Your delivery or on-demand service might be experiencing hyper-growth
right now, and that’s great. But be aware that there are huge portions of the
economy that are suffering, and many people that are impacted.
New Rule #7:
Be sensitive about discussing growth
“Be sensitive when discussing the growth that we're going through… we should
treat that with sensitivity to those that aren't.”
David Llewellyn
Marketing Director, EMEA, AppsFlyer

10. Thank you!
Questions?
webinars@clevertap.com
https://clevertap.com/new-rules-ondemand-and-delivery/
#NewMarketingRules
See the full live chat: