That’s what I would want to call the pandemic we are currently going through. It has affected everything around us: our life, our relationships, our thought process, and our work. Some businesses have been forced to shut down while some are struggling to tie loose ends together. For any business to survive through this difficult time, marketing is a key process. With almost everything coming to a halt, marketing has also taken a huge dip. Almost all businesses are affected. This diagram will give you some idea on the affected industry verticals:
Events, in-store marketing, in-person networking might become ancient things as the world is changing every second. But wait! Not all hope is lost! Thanks to all the ways that technology is helping us. Newer and smarter ways of digital marketing are what every business needs today.
This is a huge relief for everyday businesses because, without tech, it would be a big struggle. There is lots of data on the internet that indicates how people are spending more time online in this pandemic than ever before. This gives great opportunities for businesses to take their chance and engage their customers while staying in the comfort of their homes. Digital Marketing enables these businesses by letting them connect with their target audience from a remote place. It wouldn’t be a hyperbole to say that digital marketing is the way out for the world’s businesses.
Marketers were fast to adapt to this shocking change and may be able to help their company from sinking into the dark depths of the Corona Virus. Here are some tips that might help your business:
Events have been a big feeding ground for the sales and marketing community for a very long time. But in this new ‘COVID Era’ they need to adapt to digital events. They are becoming more and more necessary for any business trying to survive, and there are various options to conduct them. Webinars, podcasts, hybrid events, and more can be hosted to connect with your audience and remain in business. There are various platforms that can support hosting these events like GoToWebinar, OnlineEvents, and many, many more.
But there are few pro’s and cons to consider:
Even today, there is no better medium to reach every house than TV because it happens to be the third screen viewed most after mobiles & laptops. With the world in a lockdown state Television time has increased by a lot. All B2C brands build the synergies between Digital Marketing channels and Television as a medium of communication. Brand recall is best done with Television.
This is the time to press the reset button and re-think your plan. There are organizations that have kicked back their marketing plans to prepare for good times. Assess your plans and consider a mix of these channels to catch the pace:
Return on every dollar spent is always important but it is critical when budgets are limited. Performance-based marketing services and marketing measurement tools are the way to move ahead.
In a world with or without the pandemic, maintaining customer relationships is always the ultimate goal. In this turbulent time, businesses need to make sure that long established customer relations are nurtured and the brand is constantly engaging with them. Have a multi-platform marketing strategy that engages your customer in the right way during this pandemic.
According to an industry survey in the US, ‘56 percent of consumers are pleased to hear about brands taking action like making donations of goods and services.’ Remember that if you show passion and presence today, your customers will remember you tomorrow.
With customers in lockdown, B2C businesses will have to devise strategies to reach their customers directly. This approach will build a strong base for businesses to flourish in these times & follow more purposeful, practical, pragmatic, and value-based marketing initiatives. This approach enables you to be more customer-centric and explore the opportunity in a broader media mix. Have a clear understanding of the distribution, test, and learn what works as new business objectives are defined. With the D2C model, businesses can position themselves in the niche and eliminate intermediaries to generate a higher ROI.
Hope does not lie on the other side of the pandemic. It lies right here!
Remember that the steering wheel is in your hand and fortune favors the brave. Take action today and look at the bright side. The business paradigm will never be the same again. Improvising & adapting to the situation is what a steady long-term business must do.
Change is the only constant!
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