3 Helpful Engagement Frameworks To Grow In A Post-crisis World

While the world still comes to terms with the “new normal”, businesses worldwide are learning how to deal with this ‘Black Swan’ event and trying to connect to their customers and even realign their strategies. The mobile app economy has also been  inevitably affected with a dramatic impact on session duration, installs, and user activity.  

Although businesses across regions are slowly opening up their operations, consumers are still hesitant to step out and are uncertain. Some industries such as travel & hospitality, mobility, and real-estate were not so fortunate, while some  industries have basked in the glory of this lockdown period such as last-mile delivery, online grocery, video conferencing and OTT platforms which have experienced unprecedented growth!

Overall there has been a huge shift in the customer behavior and attitude over the last few months.

For example, with the lockdowns instated across various regions, the demand for laptops has increased significantly during lockdown with more people working from home/learning. Asus, a global brand in Laptops noticed a 35% increase in laptop consumption during the quarter one of 2020 compared to the same time last year.

The brand launched MyASUS app, an exclusive app portal for ASUS laptop users where they can get 1-on-1 support, update software, optimize PC performance, troubleshoot common problems instead of visiting an offline store or service center. Source: MoEngage Playbook

Six months into the global crisis,  governments around the world are relaxing lockdown restrictions and businesses are looking to reopen their operations, it is imperative to focus on customer engagement and retention strategies while streamlining marketing spends.

During such a crisis, businesses have started helping out their end-users:

  •  e-commerce brands are offering express delivery for urgent cases and offering safety equipment at discounted prices. 
  • Food delivery brands are educating users about safety precautions taken while preparing meals while ensuring regular hygiene and temperature checks of cooking staff and delivery executives
  • Online pharmacy brands are making COVID-19 tests readily available and providing educational information on coronavirus to curb the spread of misinformation.

For Example, Blibli, the e-commerce unicorn in Indonesia, is reaching out to more than 1 million users daily with #KarenaSehatNo1 (#HealthIsNo1), their COVID-19 awareness campaign. Through emails and app push notifications that are a part of this campaign, Blibli is encouraging users to stay at home and utilize the Blibli app for their daily need .

Since supply has taken a huge hit due to the lockdowns in Southeast Asia, Blibli is working with merchants to ensure the availability of important products such as soaps, sanitizers, anti-bacterial wipes and vitamins. To curb stockpiling, Blibli has placed limits on the number of units of each product that a user can purchase at one time.

Now, let’s take a look at some of the key focus areas for the affected industries:

  • For industries that have observed business growth during the crisis, it is vital to sustain the newfound growth. The focus should be on engaging the users and maintaining the engagement rates even when normalcy returns.
  • Industries that have noticed a sharp decline in numbers need to focus on retaining the existing users and try to bounce-back.
  • In between these two extremes, lie a plethora of verticals like banking, fintech, and insurance who have neither seen massive growth trends nor unexpected decline. For such industries, the focus should be both on engaging users as well as retaining them to accelerate the pace of their sluggish growth.  

In order to help businesses figure out what strategies they should follow to bounce-back, sustain, or accelerate growth,  a customer engagement framework would build the foundation for a brands’s growth trajectory. MoEngage in association with ASO platform AppFollow, has launched a customer engagement playbook after speaking to a number of marketing and product owners from different brands and concluded a Path Assessment Checklist which will help business owners know their current path and what to adopt accordingly to bounce back.

  • Growth Sustaining (for verticals observing unprecedented growth during crisis, viz. Entertainment)
  • Bounce-back (for verticals observing unexpected growth viz. Travel & Hospitality)
  • Growth Accelerating (for verticals with neither surge in growth nor heavy decline viz. BFSI)

Here are a few of the helpful insights covered by marketing leaders across top brands spanning several verticals:

Insights from leading subscription-based language learning app
Insights from CureFit, India’s leading Fitness & Workout App

Note: Go behind the story and discover how one of the fastest-growing industries i.e. online gaming has been growing steadily even during the crisis. Listen to Jamie Gagliardi, head of Marketing at JimmyBrings, as he discusses the impact of COVID-19 crisis on user behavior, acquisition and ad-monetization, and what the future holds for consumer businesses. 

Unnathi Rayaprolu

Unnathi is a marketer with a passion for learning anything new and indulging in various cultures while travelling. She enjoys a good read and a cup of coffee any time of the day.