By Rex Hammock, CEO

I would never choose to live through another global pandemic, and I long for this one to end.

However, such times of crisis, challenge and disaster can force us to accept positive changes that we have long delayed or denied.

An obvious example of such acceptance has been the adoption of video in ways that demonstrate how a smartphone camera or videoconferencing app can be used to run billion-dollar corporations or inspire dramatic cultural changes.

This pandemic has also enabled many marketers and C-suite executives to evolve their understanding of the potential of strategic content in the organizations they serve.

Over the past seven years of Idea Emails, we’ve shared examples of marketing lessons we’ve learned:

  • It’s a journey. Marketing should be viewed as a journey that places as much emphasis on what takes place after the purchase as before.
  • Build lifelong relationships. “Marketing as mentoring” leads to lifelong relationships.
  • Offer wisdom and insight. Customers don’t just purchase products, they seek wisdom and insight. Companies large and small have demonstrated this, ranging from Williams Sonoma to Orvis to Seattle Coffee Company to ParkTool, a bicycle parts company. These companies have focused on teaching customers, not just entertaining them.
  • Harness the power of print and digital. These companies have shown us that print and digital publications can be the most powerful forms of customer communication when the rest of a marketplace is focused on trying to understand TikTok.
  • Now, take it a step farther. This week, Google demonstrated a version of “marketing as mentoring” that takes the concept a step farther. The company announced a new suite of Google Career Certificates that will help Americans earn qualifications in high-paying, high-growth job fields—no college degree required. Google will fund 100,000 need-based scholarships, and the giant will consider its new career certificates as the equivalent of a four-year degree for related roles. Google is also providing $10 million in job training via grants for communities across America. No doubt, this program will not only serve the students, but also support strategic needs of the company.

Bottom Line: Change can often be a force for opportunities, but such opportunities shouldn’t require a pandemic.

Image: Getty Images

About Hammock Healthcare Idea Email |
This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here . To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.