The critical role of marcom during & after COVID-19

The critical role of marketing communications, often considered secondary to the core functions of a company, has come under the spotlight amid the ongoing COVID-19 crisis. With budgets being revised and cut across sectors, the CEO of Clarity Communications, Soni Kayinamura, emphasized the significance of maintaining a strong marketing strategy even during unprecedented times. In a recent interview with CNBC Africa, Kayinamura highlighted key considerations for companies as they navigate the challenges brought about by the pandemic. One of the fundamental aspects Kayinamura stressed on was the need for leaders to communicate with empathy and common sense. She emphasized the importance of understanding the evolving needs and perceptions of customers during these uncertain times. By engaging marketing and communications departments to take an integrated approach and prioritize client understanding, companies can adapt their strategies effectively. Kayinamura cautioned against diminishing the budget for marketing and communications, as this could hinder the ability to connect with stakeholders and investors in a meaningful way. Furthermore, Kayinamura addressed the misconception that some companies underestimate the scope of marketing and communications. She emphasized that in the current landscape, engaging with customers, investors, and stakeholders requires a targeted and focused approach. While CEOs play a crucial role in guiding the communication strategies of their companies, sustained research, communication, and engagement are essential for long-term success. In response to the challenges posed by the pandemic and global events such as racial tensions, climate change, and economic uncertainties, Kayinamura emphasized the interconnected nature of businesses worldwide. Clarity Communications has strategically expanded its partnerships with consultants to provide clients with insights that resonate on a global scale. By leveraging online platforms and social media, companies can maintain visibility and adapt their messaging to reflect the current climate. The shift towards online marketing tools has been pronounced during the pandemic, with traditional methods like billboards and magazine ads taking a backseat. The tone and frequency of communication on digital platforms have become crucial, with an emphasis on empathy and sensitivity. Kayinamura highlighted the need for companies to strike a balance between visibility and appropriate messaging in their online campaigns. In Rwanda, where marketing to rural communities has traditionally involved road shows and bulk SMS, the landscape is evolving. With increasing connectivity in rural areas, mobile phones, short videos, and radio remain effective mediums for reaching these audiences. The resurgence of bulk SMS as a marketing tool is anticipated, given its widespread reach across the nation. Looking ahead to a post-COVID world, Kayinamura emphasized the importance of strategic marketing communications in helping industries build resilience and reposition themselves. As companies reassess their branding and engagement strategies, marketing communications will play a pivotal role in shaping the new narrative and fostering meaningful conversations with stakeholders. In conclusion, the evolving landscape of marketing communications amidst COVID-19 underscores the need for adaptability, empathy, and strategic foresight. As companies navigate unprecedented challenges, investing in robust marketing strategies is key to not only surviving but thriving in the ever-changing business environment.