The times have changed. Governments worldwide are adopting strict measures to limit the spread of the coronavirus (COVID-19), and people’s daily lives have been deeply affected.
Every day, people wake up to new social restrictions designed to flatten the coronavirus contamination curve when they wake up.
Classes and public gatherings were suspended. The borders are closed. Flights are canceled. Major sporting events are postponed.
Restaurant dinners have been replaced with take-out or take-out meals. The evolution is dazzling.
As physical movement and social interactions will remain limited in the short term, omnichannel marketing loses one of its strengths: real-life exchanges (IRL). And the marketing industry is already feeling the repercussions on many levels.
MARKETING AT THE HEART OF THE COVID-19 PANDEMIC
While nobody can yet anticipate what post-Covid reality will resemble for advertisers, one thing is sure: In a climate where actual communications are restricted for an all-inclusive period, digital channels are a higher need than any time in late memory.
This is where marketers can make a difference. Marketing technologies will be essential for providing consumers with the personalized, relevant, and timely information they seek on the web.
The same goes for the empathy that will accompany the responses to a series of restrictions and new needs imposed on them.
Right now, brands and businesses are rushing to change their marketing tactics to achieve their business goals in this unfamiliar environment.
Therefore, we offer marketers five digital marketing strategies to adapt during the coronavirus pandemic and implement immediately.
- Redefine your business goals
The destabilization of the marketing landscape must lead to a complete reassessment of the marketing strategy and the business objectives in general.
Marketers can take advantage of the time spent telecommuting to reflect on their brand’s raison d’être – especially in the context of the COVID-19 lockdown – and define a new range of messages.
Start your brainstorming phase with questions. What are your customers looking for during such a period?
What do they need to hear?
Can you make their life easier by offering to extend payment and return times? Does your brand meet a fundamental need in these troubled times?
If so, put the vital aspect of your contribution at the center of your marketing communication. If not, will your brand need to reallocate marketing budgets and redirect consumers from the physical to the digital realm? So, adapting your marketing strategy and the allocation of financial resources is the next step.
- Reserve your outgoing messages for essential communications
Before sending a coronavirus-related email to your entire mailing list, remember that you are communicating in an environment that is currently flooded with messages and that an avalanche of breakthrough news is coming in the form of articles, press, emails, and texts sent simultaneously.
Consumers are bombarded with messages from their employers, doctors, mayors, governors, and principals of their children’s schools.
They also need to install new applications to be able to work and study from home. So make sure you get your point across and use segmentation wisely during this time.
- Use omnichannel to your advantage
Redefining your business goals will also help you identify the strengths of your brand’s omnichannel offering.
All brands with physical outlets are forced to redirect visitors to their online stores due to the government-imposed lockdown.
Ensure the marketing automation scheme – including geolocation triggers – no longer encourages going to the nearest store.
On the other hand, create campaigns that promote online commerce by multiplying loyalty points by two when shopping on the Internet or offering discounts and “1 + 1 free” actions.
- Test your inbound marketing for COVID-19
While keeping in mind the expected increase in web traffic, are you ready to welcome a crowd of consumers who are actively looking for your business?
Or then again, who lands in a roundabout way on one of your pages because of the enchantment of SEO and supported links?
Get rid of the guesswork by testing all of your inbound marketing – websites, chatbots, resources, videos, instructional materials, brochures, and more. – for a wide range of research paths.
- Analyze and measure everything
In this daily life shaken by COVID-19, new research patterns and trends will emerge almost every day like hiring digital marketing company in bangalore for your business.
This is why data analysis and reporting are more than ever essential. Finding out which pages your consumers are viewing and the type of research conducted will help you refine your marketing message in a flash and deliver relevant content that will hit the mark.
Outlook
The coronavirus pandemic is a source of uncertainty and frustration for everyone. But marketers jumped on the ball by showing creativity and empathy.
Today, we have tools that allow us to know what consumers need right now and respond to them consistently on an unprecedented scale.
This is a significant asset because consumers distance themselves physically, but remain in digital contact, sometimes even more now than before.
