To endure the negative sentiment and economic slowdown, digital marketers need to focus on resilience, innovation, agility, and empathy. As the majority of the population in the world is staying at home, the marketers must proactively reach out to them where they are.
Here is how you can adjust and evolve your digital marketing strategies in times of Coronavirus crisis:
Forecast Consumer Requirements:
Social distancing drives stress, boredom, anxiety, and a feeling of loneliness to the consumers. This makes it crucial for digital marketers to identify consumer needs and resolve them. During this unparalleled time, the customer's buying behavior is changing and marketers need to understand these emerging patterns along with anticipating their needs. Marketers and brands need to curate meaningful, supportive engagement with consumers with the help of real-time insights and technology.
For example, with schools and offices shut down, it becomes challenging for parents to work from home and entertain their kids. So Audible, an audiobook service by Amazon is now offering free streaming of stories to entertain, teach, and engage children while schools remain shut.
Make the Best Use of Technology:
It has become a bit difficult to address customer requirements with limited resources and social distancing constraints. Specifically, e-commerce giants are over-burdened with increasing online orders, running out of stocks, prioritizing essentials, and ensuring the good health of employees and customers. Thus all marketing efforts by these organizations should now be made focusing through the lens of COVID-19 and its more substantial business impact. The companies should emphasize more on growing personalized connectivity and develop new ways to keep services running. Technology serves as a backbone in such a situation to deliver these techniques in real-time.
Ecommerce businesses must take a cue from Amazon, which is taking various measures to support customers, employees, and communities in general in such tough times. The company is taking care of every need of its customers. It has been focusing full-fledged on fulfillment and delivery, ensuring fair pricing, adjusting shopping hours for senior customers, and even delivering prioritized essentials fast. Not just that, the company has also come up with an 'Unattended Delivery' option where the customer can avoid coming in contact with the delivery agents.
Make Your Digital Presence Felt:
During the lockdown period, people are spending most of their time on their mobile devices and social media platforms. Most of them spend their time on entertainment streaming platforms, news apps, social media for connecting with the outside world, gaming apps, and others. Digital marketers should accordingly tweak their marketing strategies and plan their ad-spends to reach customers where they are. Moreover, brands should reconsider the budgets of their ad campaigns.
For instance, eCommerce companies like Myntra keep on notifying about its contents and prices in unique and creative ways. It allows the users to add their selected products in their cart and shop them later when the lockdown ends. By this way, they keep their online presence flourishing even at the time of crises.
Emphasize on Customer Experience
In pandemic situations like these, brands and companies should prioritize instilling confidence in customers. This confidence can be generated by providing the customers with means to handle the situation, providing the right information, and going a level up to help customers. The brands should also be empathetic and prioritize the customer experience to build a strong and loyal customer base. It is a fact that the current situation is not even in favor of companies; however they need to show their customers that they are with them through thick and thin. Brands may also need to intensify their efforts to ensure the delivery of their best experience.
Large enterprises like Facebook, Google, Microsoft, Twitter, LinkedIn, Reddit, and YouTube, have come forward to support and work together to help the government. Moreover, many of these firms also assist scientists in research in developing a cure for the disease. These companies have issued a joint statement to help combat fraud and misinformation.
Convert into a Purpose-Led Brand
Quarantine and lockdown measures can impact the mental health of different age groups. While children get bored of sitting at home and not going out to play or study, elders are worried about the finances, and the old age group is stressed about being susceptible to the virus. In such a critical situation, marketers can find innovative ways to ensure their services reach customers and build lasting relationships with their clients.
Many influencers are also collaborating with health and fitness apps that help people stay fit at home, education apps that enable learning, and entertaining gaming apps to engage people.
For example, Vogue, a fashion and lifestyle magazine,has offered three months of free access to all its digital labels, comprising a free issue of Vanity Fair dedicated to Milan.
It cannot be predicted what's next in this global pandemic and when it will end. But, businesses need to stay prepared to understand, survive, and rise through this pandemic and fulfill customer needs. Leveraging the right technology in the right ways will help you overcome the challenge. But, at the same time, the brands need to be agile with the amount they are spending on marketing and advertising. The brands should also implement digital marketing strategies to activate purpose-led marketing messages and focus on helping customers.
With no cure in sight, the COVID-19 condition has disrupted every aspect of life – be it work, business, studies, socialising and travelling. It has altered the way the products and services were bought and sold, shifting the behavioural patterns of customers. Marketers now need to adapt to the new changes by rethinking their promotional and budgeting strategies.
Digital marketing strategies in a pandemic are focused on creating a stellar online presence and user base while providing buyers with an exceptional shopping experience. It also plays a vital role in attracting and retaining customers, as they are the ones that will make a purchase.
There is so much information available on the Internet these days about digital marketing strategies in Covid-19 and the benefits of using them. The main purpose is to establish a good business environment for customer interaction and to create a positive consumer experience through online shopping.
To answer your question, a digital marketing strategy in COVID-19 should include elements like search engine optimization, video promotion, social media management, email marketing and paid advertising.
Other digital marketing strategies in Covid-19 also constitute online community engagement, interactive website content, direct response email campaigns, and a comprehensive content strategy.
Another component of the digital marketing strategy is providing your customers with relevant and up-to-date information. For instance, the marketing department should be able to update your customers of promotions, new products, services, and events. One of the most important digital marketing strategies in Covid-19 is online promotion. This involves using the Internet as a medium for advertising and sales promotion.
These strategies will provide you with all the necessary tools to ensure you succeed with digital marketing. The marketing department should be dedicated to providing your customers with all the tools they need to become highly-qualified prospects.
Marketing methods such as article writing, blogs, videos, social media marketing, Google ads - all these methods have their importance and role to play in your digital marketing strategy. It is also crucial to choose one marketing method that can offer high returns and can be easily implemented by your employees.
It is a skill which has to be learned and mastered. If you hire a digital marketing agency, they will help you by providing advice and guidance on digital marketing methods and techniques which can provide the best results for your business.
You must also take proper care of your online marketing budget to ensure that you will not spend more than what is necessary. This will ensure that your marketing efforts are effective and in line with your budget.
The bottom line
The global pandemic has transformed the businesses, customer behaviour and economies of countries. But it has also presented you with opportunities to maximize the potential of the digital ecosystem to enhance your businesses’ reputation online.
COVID-19 pandemic has posed a significant threat in front of all of us. Even after a year of struggling with the virus, light still is not visible at the end of the tunnel. Cases are rising with each passing day, making us turn to digital mediums for professional needs. As the masses have welcomed digital with open arms, digital marketers have become quite active in order to improvise and structure their prevailing strategies better.
Businesses are resorting to the digital medium and improving their presence online in order to be able to cater to their audiences even in such dire times. As the competition is set to rise across digital portals, here is how digital marketing strategies will evolve during Coronavirus upsurge-
1. Understanding Customer Requirements
In the new era of digital needs, you have to understand the requirements customers have and how they want to be catered to. For instance, with the ongoing pandemic, customer demand for a contactless delivery has increased. If you are a company that only deals in cash on delivery orders, you will have to tweak your strategy a bit in order to be able to cater to customer needs.
2. Incorporate Better Technology
As COVID-19 continues to present us with new threats with each passing day, it is essential for online businesses to work their way through these problems. This can come in the form of marketing essential products, so as to help people purchase daily products without coming in contact with any vendors. An ‘unattended delivery’ option can help you amp up your game by maintaining utmost social distancing norms.
3. Advertise your Digital Presence Better
If you are an eCommerce site, then there will not be a better time to market yourself than right now. As people are not able to step out of their houses, they are spending more and more time on their phones. In such a situation, if an advertisement that centers on selling organic fruits nearby pops up, customers are likely to get intrigued and order instantly. Thus the need for consistent digital presence, which should be relevant to customer needs, is a must.
4. Prioritize Customer Experience
With the pandemic at hand, it is vital for businesses to become even more supportive and empathetic towards the customers. So to say, you must provide them with useful information, including mechanisms to cope up with the crisis, and set up an even better customer care experience. For example, sending across details of the delivery executive’s temperature and ensuring contactless delivery are some ways of standing with them during the pandemic.
5. Find a Purpose
As all the businesses are ensuring their digital presence, there is also an increased saturation in the digital market. You can get twenty companies offering the exact same services. This makes it increasingly important for businesses to establish a well-defined purpose. Such purposes can be highlighted during the digital marketing procedure. For instance, companies can devise novel ways of reaching customers with their services. This will help them strengthen the relationship.
Digital Marketing keeps evolving with each passing day and presenting new facets that you must incorporate in order to be relevant. And with the pandemic at hand, businesses need to devise newer strategies that are not only inclusive, but also compassionate. As people begin to spend more and more time on their phones, a well fabricated digital strategy can help you succeed in digital marketing.
By far Coronavirus is the biggest challenge this generation has faced. In the wake of this outbreak, businesses are facing the heat due to quarantine restrictions, event cancellations, travel bans, and so on. Industries such as hospitality, airlines, manufacturing, events, etc are facing some of the adverse repercussions wherein they either need to reduce or halt their operations.
Customers do not know how a company’s HR or the finance department, responds to such a major unpredicted event. It is the marketing that sits in center stage and gets its moves reflected in every message, channel and ad campaign. Marketers set the tone of how customers would perceive the brand during a difficult time.
Marketers should not stop and wait for a clear point in the market rather they should start taking action by following these steps:
These are some of the crisp ways by which you can evolve the digital marketing strategies during the times of the Coronavirus pandemic. To endure such a global block, digital marketers should focus on agility, empathy, innovation, and flexibility. This quarantine phase is the time when the majority of the population is at home, which means the marketers should use all possible means to reach out to the audience and let the presence be felt.
Hope this helps!