The Internet has become a part of our daily lives. Currently, there are over 4.5 billion people who are internet subscribers, and therefore more and more companies focus on creating an online brand image because that’s where the consumers are. However, because of COVID-19, multiple businesses have limited their marketing expenditure and have even paused digital marketing initiatives. Marketers need to look past this situation and have a long-term view of the scenario before pausing their digital marketing activations.
According to Forbes, consumers are spending more time online now more than ever. Brands need to evolve with this situation and define their digital marketing strategy. They need to find newfangled and sensitive ways to communicate during this time. In my opinion, here are a few strategies you might find helpful:
1) Contribute and help wherever possible, as it will create a long-lasting positive image of the brand in the consumer’s eyes.
2) Understanding that everyone has not stopped buying is critical. People are still buying and being seen in front of your target audience is more important now than ever, as people are spending more time on the internet. This is important to keep your business relevant.
3) Tracking the change in customer behaviour is paramount as a digital marketer as they need to change their strategies as per the spending patterns among other relevant behavioural factors. Coming up with the right digital marketing strategy, taking into account these changes, is key.
4) The right communication tone is important to have a more responsible marketing approach. Having a responsible marketing setup makes the brand connect with consumers on an emotional level, and therefore the messaging should be chosen carefully. For example, brands such as McDonald’s, Coca-Cola and Volkswagen have changed their brand logos to imply social distancing.
5) Use email marketing to differentiate yourselves from the competition by explaining how you are navigating through the current troubles. Although, don’t spam as it might negate the impact of the same.
I hope this is helpful for marketers working in various sectors. Be responsible, stay healthy and let’s get through this.
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