The relevance of online marketing with the advent of COVID
The relevance of online marketing with the advent of COVID-19
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| Covid-19 |
The relevance of online marketing with the advent of COVID-19 has become critical for marketers in order to look beyond the current situation and gain a long-term view of the picture before pausing their online marketing efforts.
An average adult spends most of their waking hours in front of screens.
The uptick in screen time in recent years can partly be attributed to the growing accessibility to technology and the widespread adoption of Connected TV (simultaneously making these new digital ad outlets a goldmine).
How to start online marketing
As the internet became a part of our daily lives, online marketing has proved to be important for brands. Considering 4.5 Billion internet subscribers globally, more & more businesses now focus on creating an online brand image because that’s where their customers are!
However, in the past few weeks, the outbreak of COVID-19 has impacted our lives and multiple businesses across the world in different ways.
Covid-19 Marketing Strategy
Marketing spends and activities of many brands have been paused, including various digital marketing initiatives. Today, it’s critical for marketers to look beyond this situation and gain a long-term view of the picture before pausing their digital marketing efforts.
People are spending more time online now more than ever.
In fact, as the coronavirus pandemic places a quarter of the world’s population under lockdown, internet hits have surged by 50-70%, according to Forbes. So, brands need to carefully define their digital marketing strategy and find newer & sensitive ways to communicate during this time.
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| Online Marketing Strategy |
How to start online marketing
Companies, institution or university needs to quickly adapt to social distancing by utilizing resources like Zoom and GoogleHangouts.
These platforms are quite literally sustaining the economy right now. As half the world proceeds to WFH, companies are conducting sales meetings and virtual events via the software.
But we can easily use these platforms to our advantage.
Covid-19 Marketing Strategy
Read this blog on importance of social media marketing in today's era.
Here are a few strategies you might find helpful for your digital marketing initiatives.
1.Go for Responsible Marketing: Set the right content to communicate in these difficult times. At present, it is important for brands to establish an emotional connect with consumers, and therefore the messaging should be chosen carefully. Create engaging paid and organic content which is meaningful and relevant in these times; for ex: many brands are changing & twisting their logos to indicate social distancing.
Your brand messaging can also highlight the importance of social distancing, staying at home to keep everybody safe, sharing helpful insights on work from home or important business tips in this crisis.
2.Get your brand in front of your target audience: With COVID-19, all traditional marketing efforts are almost out of the picture. As millions of people across the world continue to increase their time spent on the internet, brands need to understand that it’s important to be in front of their target audience, always. Not all customers have stopped making purchase decisions, so you want your business to be ready when your audience searches on the internet. Also, when this situation ends and all businesses resume, your marketing efforts will help to create brand recall and keep your business relevant in front of your target audience.
It is very important to keep yourself updated and marketed even in the situation of Covid-19 to not to face the failures of this scenario drastically.
The relevance of online marketing with the advent of COVID
3.Keep your audience engaged with email marketing: It’s critical that brands keep their audience engaged but they need to avoid using bulk and automated communication at this time and position themselves strategically. If you're sending out emails to customers explaining how your business is addressing the crisis, then make sure the information is relevant and use the opportunity to differentiate yourself. Ensure your customers know that you are open for business. Reach out to your customers individually by sending them personalized emails, newsletters, etc.
4.Track the changing consumer behaviour: Keep a close watch on how your customer behaviour is evolving during these times. The customer buying behaviour might have transformed – their interest in products or services, their needs and expectations from brands, spending patterns, etc. It is essential for brands to get deep into these changes and work on their digital media strategy accordingly.
Covid-19 Marketing Strategy
5.Make the smart move, avoid any product launches: Even if it’s absolutely essential, it is advisable not to release new products these times. It doesn’t matter if you’re launching the products / services through digital marketing, your efforts might not lead to favourable results and might hamper the brand image. Schedule it for the future, when the market reopens and the energy supersedes.
It is also time to understand what Search Engine Optimization is-Read here.
Businesses need to understand that this situation is not going to last forever and their business isn’t closing. They need to retain their brand presence as it may be harder to recover later after losing the momentum; that’s how digital marketing works! So stay positive and use this time to redefine your digital marketing strategies, strengthen your existing connections & build long-term trust with your audience and set yourself up for success post this crisis. So start planning your comeback.
The above blog has been brought to you by THE IMPACT BOOTH
Want to take any of the marketing, advertising or Seo services from us?
You can contact us at www.theimpactbooth.com
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