The document outlines five predictions for how marketing will change in a post-COVID-19 world. It highlights the need for larger inventory management, the normalization of remote work, the rise of AI-driven commerce, increased consumer focus on safety and wellness, and the necessity for creatives to adapt to tighter budgets. Marketers are encouraged to rethink strategies and embrace new methods to connect with consumers in this evolving landscape.

1. 5 WAYS MARKETING
COULD BE DIFFERENT
IN A POST-COVID-19
WORLD

2. Though the COVID-19 pandemic has created
uncertainty across every facet of society, one thing
is clear: The world will never be the same again.
To that end, marketers would be foolish to expect
their industry to return to its pre-COVID-19 ways.
But how will it be different? More than a month into
the lockdown in the U.S., we can begin to see some
emerging trends. With that in mind, here are five
predictions on how marketing could evolve
after the pandemic ends.

3. 1 Big Changes
to the Supply Chain
Prior to the COVID-19 pandemic, just-in-time
inventory management — a system by which
companies maintain the smallest amount of inventory possible
to meet projected needs — was the predominant way of doing
business. The crisis has exposed many issues with that philosophy.
Going forward, marketers will need to keep larger amounts of
inventory stocked, and they should consider pandemic scenario
planning as part of how they project business needs. A return
to more localized sourcing of products and materials is also likely.
3© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

4. 2 Remote Work
Becomes the Norm
While some organizations already had
progressive work-from-home policies
prior to the pandemic, the holdouts may be forced to embrace
the policy, both as a means to save costs on unnecessary office
space and to improve employee morale and protect their health.
This will create challenges when it comes to content management
and distribution, creative review, and many other marketing
functions. Refine process issues now while you’re still working
from home so that you’re ready for the “new norm” post-crisis.
4© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

5. 3 The Rise of
A-Commerce
You’ve heard of e-commerce, but are you
ready for the post-COVID-19 era of a-commerce?
Artificial intelligence (AI) is poised to take a big step forward after
the pandemic is over. From contactless delivery to contactless
checkout, both traditional and digital commerce will see an impact.
But there’s more: In a world where we are more inclined to stay
at home and not gather in groups, AI could become the next
generation of human interaction. This could lead to the emergence
of AI influencers, or artificial influencers, and provide companies
with a new marketing opportunity.
5© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

6. 4 A Heightened Consumer Focus
on Safety and Wellness
During the COVID-19 pandemic, consumers’
focus on safety and wellness has been higher
than ever. Marketers can expect that mentality
to carry over once the world begins to re-open. From a heightened
focus on hygiene to spending more time at home, consumers will
likely behave differently in a post-pandemic world. You should think
about how your brand fits into this new paradigm and look for
ways to be more of an ally to consumers.
6© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

7. 5 A Need to Get
More Scrappy
Even after the pandemic ends, marketers
should expect their slashed budgets to remain
in place for the foreseeable future. COVID-19
has rocked the economy and businesses will continue to keep
their belts tightened long after it ends. For that reason, it will
be incumbent on marketers to get creative with how they use
their budgets. Traditional marketing tactics may no longer make
sense. Instead, marketers should look at cost-effective ways to
get their messages out. Consider quid pro quos and other brand
partnerships, and take a long look at how you can generate
more earned media through organic social media pushes.
7© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

8. To learn more about how marketing will
look different in a post-COVID-19 world,
visit www.ana.net/recovery.