Digital marketers have long predicted the collapse of traditional media in the form of newspapers, magazines, billboards, events, cable, radio, etc at least in the current situation. Now Forbes makes the heavy-handed claim that a company’s digital marketing strategies will be the deciding factor in whether they make it through the tough times ahead.
Here are the 10 ways that the COVID-19 crisis has made it abundantly clear that companies will most definitely need a digital marketer in their lifeboats in order to survive any uncertain & difficult situation.
The rise in the use of the internet and social media is a consequence of the stay-at-home orders and social distancing practices. People are finding ways to pass time in quarantine, and the internet provides a variety of options. Now even in WFH, average people spend their most of hours in front of Computers or laptops. The increment in screen time in recent years can partly be due to the growing accessibility to technology & now during this pandemics, daily screen time only increases. Marketing via billboards or storefronts is currently on the decline due to the mass business shutdowns and lack of incentive to travel. So, marketers who were previously using these marketing techniques are forced to adapt. Launching a marketing campaign through website advertisements, Google ads and social media is currently one of the most effective ways to market a brand.
The massive amount of businesses that were forced to close. So in such hard times most of the companies have diverted their limited budget for Outbound Marketing (outdoor ads) to Inbound Marketing (Digital Media) as people can’t go out much. Infact many marketers have had to make significant changes to their budgets to account for this downturn in business. While many of these businesses will continue to market their brand during the shutdown, there are businesses that are unable to spare the expense.
Likes, shares, views, comment and other metrics used on social media platforms are a relevant factor for growing a brand. But in these uncertain times, however, businesses are more concerned with making enough sales to sustain in long run. With home quarantine everyone is bound to spend an inordinate amount of time on social media. So they are focusing on content which can drive consumers to make a purchase & bring sales. In current situation people depends on online shopping only because consumers still can’t frequently visit physical stores due to lockdown & other safety precautions. So now most of the business coming online to maximize this opportunity.
COVID-19 has made very clear that it’s not a good option for companies to invest large part of their revenue in live events and conferences, instead of that they can use same amount or even less in Virtual Events & other Digital Marketing activities. Digital savvy or not, we all know Companies or Institutions need to quickly adapt to social distancing by utilizing resources like Zoom, Jio Meet and Google Hangouts. As half the world proceeds to WFH, companies are conducting sales meetings and virtual events via the software. Many Big Companies already started moving live events online. We can easily use these platforms for our advantages.
COVID-19 has shown is the importance of having adaptable marketing strategies. Not only do digital specialists have the resources to scale their campaigns from the comfort of their laptops or smart devices (work from home), but they can also do so instantly. This is the competitive advantage you need when dealing with unpredictable economic circumstances. Your campaigns need to be monitored on a day-to-day basis. They know how to respond when a crisis strikes. Not only that, but they’re always preparing for a storm by investing in valuable search engine rankings. While best practice dictates having a mix of paid advertising and SEO, solid SEO strategies are imperative in order to maintain high organic visibility during budget shortages. Along with that Digital marketers are proficient at collecting and analyzing big data across campaigns. This helps us boost what’s working and easily identify what is not. Based on detailed analytics reports, many agencies already have extensive digital marketing strategies set in place way before next crisis strikes & now they keep moving up with new.
COVID-19 has shown the face of brick & mortar establishments in our current system so we have to be ready with all such uncertain situations in future. This is not to suggest that the brick & mortar concept is unprofitable. However, many businesses that solely operate under this model have revealed that they were unprepared to face a global pandemic of this size. At the same time, others are gladly accepting changes & going ahead with online Marketing strategies.
No one could have valued presence of Amazon until the crisis of COVID-19. Even after delayed in their orders loyal customers still trust them which makes Amazon like companies indispensible in such situations. Because through their unprecedented growth in the digital retail market, we’ve all learned to trust and rely on Amazon. It’s become a staple in our consumption habits. Consumers are willing to choose them because of their brand loyalty, and frankly, their lack of many options.
For example, Food Industry; While many restaurants and food establishments have laid off employees or shut-down operations entirely, larger chains with well-established digital channels have stayed afloat. Just look at Starbucks, McDonalds & restaurants registered under Zomato. With creative solutions to delivery and in-app offers, they continue to penetrate their customers’ screens at home. Talk about filling their cravings for food, convenience, and loyalty all in one bite. But large franchises aren’t the only ones killing the digital game. There are many smaller Businesses with clever Digital is getting ahead. Many local shops those have put entire efforts into brick & mortar now they are building up their own online presence. That is possible through Web & Mobile apps, registering under E-commerce platforms, Social media, Email campaigns, Creative digital promotions & Delivery service apps etc. These businesses didn’t have to completely cut advertising – they just had to re-adjust their strategies.
During this time of crisis, it is important for brands to show that they care and are taking steps to help in whatever way they can (in form of discounts, contributing a part of profit in cause etc). Marketing strategies should never induce a feeling of panic in consumers. Use language that is supportive of the people who are struggling around the world and that your brand recognizes their efforts.
Brands that continue to get their name out there and develop online connections with consumers are more likely to bounce back after the crisis. Many industries are suffering from severe economic losses, so it is important to prepare for reopening. Stay on top of the latest digital marketing trends, and make sure that consumers will not forget your brand.
Digital marketing during COVID-19 is not just a safety net, it is the way of the future. We must learn how to pich right Digitalas your requirements & budget, so you can start building timely digital marketing plan tailored to your business. No matter how you do it, allow digital marketing to pull you out of COVID-19 thriving and prepared to take on any global crisis.
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