The COVID-19 pandemic drastically changed life across the world and reshaped the way businesses operate. In 2020, countries had to adjust lockdown strategies over and over again, and organisations were forced to find new ways to survive.
Even in South Africa, where many industries recovered faster than expected, the long-term effects of the pandemic remain. Many experts agree that business will never return to the old “normal.”
The lockdown period also changed the way marketers build relationships with customers. Creativity, adaptability, and strong digital skills became essential as brands were pushed into a faster, more competitive digital-first world.
Research showed that consumers expected more compassion, more transparency, and more genuine communication from companies.
This led to a major shift: traditional push marketing suddenly felt aggressive and out of touch, while empathy-based communication became the standard.
These changes had a deep and lasting impact on post-COVID marketing strategies, and they continue to shape how brands connect with consumers today.
How did COVID change the market?
COVID-19 pushed consumers to try new habits because they had no choice. As a result:
- E-commerce exploded: Global e-commerce sales passed $5.7 trillion in 2023 and continue to grow.
- Health and safety became major parts of buying decisions.
- Digital transformation marketing accelerated by several years in just months.
- Consumers started to expect fast delivery, contactless service, and 24/7 digital support.
- Loyalty dropped as customers became more open to trying new brands offering better value.
This means businesses must constantly learn, adapt, and rethink how they connect with their customer base.
How did this impact marketing?
The shift in the market meant that marketing could no longer focus on pushing products. Instead, brands had to solve real problems and support customers through uncertain times.
Consumers expected companies to communicate with empathy, not pressure, and to show genuine understanding of their challenges.
Trust became essential — especially around health and safety — so brands needed to be more open, honest, and transparent. At the same time, businesses shifted their ad spend to online channels and social media, where customers were spending most of their time.
Product offerings also needed to be more personalised to reflect new financial realities, lifestyle changes, and evolving customer needs.
As a result, marketing shifted to value-based marketing, where affordability, convenience, support, and trust matter more than flashy promotions. Consumers now prefer brands that truly “get them,” not companies that shout for their attention.
Key marketing changes in the post-COVID era
Let’s have a look at how companies approach marketing today and how this impacts businesses:
1. Accelerated digital migration
The move to online platforms has grown faster than ever. South Africans spend over 10 hours online per day, with mobile usage rising sharply.
What this means for marketers:
- Digital transformation marketing is no longer optional.
- You must meet customers where they are — online.
- Use analytics to track consumer behaviour, predict trends, and create personalised product offerings.
- Strengthen e-commerce growth marketing strategies to improve shopping experiences and reduce friction.
Businesses that don’t adapt risk losing entire generations of customers.
2. Re-designing the consumer journey
The consumer journey after the pandemic is different. Customers now make decisions faster but expect more value.
Key shifts:
- Shoppers want simple, safe, and convenient buying experiences.
- There is an increasing demand for bundles, value packs, and multiple product categories.
- Add-ons such as free delivery, loyalty rewards, and flexible returns affect purchase decisions.
Marketing strategies must reflect these new expectations.
3. Consumer adaptation to digital platforms
People now feel more confident using apps, online banking, digital shopping, and virtual customer service.
As a result, many digital platforms now use AI recommendation systems and chatbots, giving consumers quicker, more personalised support and improving the overall digital experience.
What this creates:
- More chances to connect with consumers online.
- A need for business ecosystems where platforms work together — a “one-stop shop” approach.
- Opportunities for brands to partner with other services to give customers smoother digital experiences.
Consumers will choose brands that respect their time and make life easier.
4. The rise of value, trust, and empathy
During the pandemic, many people struggled — financially and emotionally. That experience changed expectations.
Today’s buyers want:
- Brands that care, not just advertise.
- Honest communication and transparency.
- Clear value without hidden fees.
This is where focus on empathy in marketing management has become a key competitive advantage.
5. Building resilient marketing systems
The post-COVID-19 environment is unpredictable, so brands must be ready for sudden change.
Strong marketers now:
- Test strategies quickly.
- Use real-time data to guide decisions.
- Diversify ad spend across digital channels.
- Build flexible content plans that can adapt based on events.
- Invest in evergreen marketing systems that continue working during crises.
A resilient business is one that can adjust without slowing down.
What are the 5 C’s of marketing strategy?
The 5 C’s of marketing strategy are a simple framework used to help businesses understand their environment and plan stronger marketing strategies.
After the post-COVID shift in consumer behaviour, these 5 C’s have become even more important for building resilient marketing and connecting with consumers in a digital-first world.
1. Company
This looks at what your business can offer. After COVID-19, companies must understand their strengths, weaknesses, digital capabilities, and how they can add real value in a more competitive online space.
Marketers must ask: What makes us different? How can we support customers better in the new normal?
2. Customers
Customers changed the most during the pandemic. Their needs, concerns, spending habits, and expectations all shifted.
Today’s customers want convenience, trust, safety, online access, and strong digital support. Understanding consumer behaviour after the pandemic is key to creating product offerings that truly meet their needs.
3. Competitors
Competition grew as more businesses moved online. Brands now compete not only with local companies but also with global e-commerce stores.
By analysing what competitors do well — or poorly — marketers can find gaps and build stronger post-COVID marketing strategies that stand out.
4. Collaborators
These are the partners, suppliers, influencers, delivery providers, or digital platforms that help you reach your customer base.
In the digital-first world, strong collaborations help create smoother omnichannel experiences. For example, partnering with payment platforms, couriers, or content creators helps brands connect more effectively with the modern consumer.
5. Context
Context refers to anything happening outside the business — like economic changes, technology trends, regulations, or health and safety expectations.
The COVID-19 pandemic proved how quickly things can change. Today, marketers must monitor trends closely, use analytics, and stay flexible so they can adjust their marketing strategies when the environment shifts.
FAQ
What is transformative marketing?
Transformative marketing refers to marketing strategies that create meaningful change — not just sales.
It focuses on improving customer lives, supporting communities, and building trust. In the post-COVID world, it helps brands stand out through purpose, empathy, and long-term value.
How can small businesses afford to compete with the accelerated digital shift?
Small businesses can compete by:
- Using free or low-cost digital tools.
- Focusing on social media for organic growth.
- Using affordable SEO and content marketing.
- Building strong relationships with loyal customers.
- Offering value-based product offerings that customers actually need.
Starting simple is better than not starting at all.
Which social media platforms have become most important for post-COVID marketing?
The best platforms right now include:
- Instagram (visual branding and community)
- TikTok (fast virality and trends)
- YouTube (educational content and long-term reach)
- Facebook (older audiences and groups)
Your audience determines your platform — go where they are.
How can I measure the return on investment (ROI) of empathetic marketing campaigns?
You can measure the ROI of empathetic marketing by tracking both emotional impact and business results. Look at engagement rates, comments, sentiment, and customer feedback to see how people feel about your message.
Then compare this to measurable outcomes like increased website traffic, higher conversion rates, improved customer retention, and repeat purchases. If empathetic communication leads to stronger relationships and more sales over time, the campaign is delivering a positive return.
Study marketing with REGENT
If you want to succeed in this digital-first world, you need strong, future-ready skills.
REGENT Business School digital marketing programmes equip students with tools to navigate modern marketing strategies, understand consumer behaviour, use data, and build resilient marketing systems. Have a look at the:
- Higher Certificate in Marketing – perfect for beginners.
- Postgraduate Diploma in Digital Marketing – ideal for professionals who want advanced digital skills.
These programmes equip learners to manage ad spend, understand customer insights, build resilient marketing, strengthen social media strategies, and adapt to rapid changes in consumer behaviour.
Marketers must communicate clearly through digital channels, use both paid and free advertising wisely, and remain agile in an unpredictable world. With strong analytical skills and modern training, they can confidently build marketing strategies for the future.
