Personalization is simply a must for marketers. Consumers and business buyers want personalized communications and organizations see a greater return when implementing it. In Salesforce’s Fourth Annual State of Marketing Report,  52 percent of consumers and 65 percent of business buyers stated they would switch brands if a vendor did not personalize communications. Personalization was once as simple as inserting the contact’s first name and maybe even a company, and that was all that was needed, but it has evolved to so much more.

We can all agree that coronavirus will leave behind a series of long-term consequences for marketers. And even though it’s taking about all you have to just “get through” it and put out the dilemma du jour, it is equally important to plan for the future. As tough as this is, you need to be prepared for what’s to come.

To that end, here are 5 ideas to guide you through the fog and into the future.

The customer buying journey involves getting clicks on your ads, guiding customers through your website, and completing a sale. You can have all the online traffic in the world but one tiny technical error can halt that journey in its tracks. Making sure your website functions properly and running your ads efficiently is the goal of conversion rate optimization, or CRO. On this episode of J&See, Meg Goodman talks CRO with Kurt Philip, founder of Convertica. Kurt and his team of experts identify issues with existing websites and provide support to increase traffic and click-through rates. Kurt and Meg also discuss running a remote company and the future of online businesses. Read on for some of the highlights of their conversation. And of course, make sure to subscribe to J&See: Views on Marketing to hear a compelling interview like this once a month.

A new normal means new purchasing behaviors

It’s no secret, brick-and-mortar stores are taking a beating right now. And the longer “shelter in place” continues, the more consumers’ real-world buying habits will shift to e-commerce... delivery services... and curbside pick-up. So how will consumers behave when they actually start shopping in stores again?

Converting leads has proven to be a major challenge for marketers during the COVID-19 crisis.

Well, here’s a solution that could help with this dilemma — direct mail.

Direct mail is having a moment right now.

In fact, the USPS "COVID Mail Attitudes" report shows that 65% of those surveyed said that getting mail actually puts them in a better mood. And 54% said direct mail made them feel more connected.

The pandemic has changed everyone’s priorities.

Right now, people are worried about their health, safety and financial stability. And further down the list is — ah, yes... business objectives.

In the midst of this crisis, you may want to rethink your marketing strategy. Any plans you made pre-pandemic may be off the table. So take time now to evaluate your method, your messaging and more.

Direct mail is a promising avenue for the current state of things. According to the WHO and the CDC, sending and receiving mail is considered safe during the COVID-19 pandemic. And with so many people staying at home, the mailbox is a direct line to your prospects.

As we move into a new decade, marketers are turning to tech more than ever. Notably, marketers are investing in CRM, automation and data. CRM has become a given, as 100% of high-growth companies use some sort of customer relationship management tool. And automation is on track to become just as ubiquitous, with 98% usage.

All of a sudden...

It’s a different world.

Many of us are now working from home.

Nobody, employee nor employers, got much notice. No one really had time to prepare. Understandably, going into this remote work situation, some employers were a bit concerned about employee productivity. But what they should really be concerned about is — employee burnout.

The coronavirus pandemic has been tough on everyone. Marketers are no exception. But dealing with changes in the marketplace is what we’re good at — right?

Well, this situation is unique, to say the least. So here are a few tips to help your campaigns remain viable during these challenging times.

Whether you are a small hardware store in the Midwest or a corporation based in LA, brand positioning matters. Where you show up in the search results matters. The type of customer reviews you are generating matters. What people are saying about you online helps to define your brand. Recognizing that is the first step to smart online marketing.