Since governments all over the world imposed lockdown, it became apparent that civilization would cease without the Internet. Brands and businesses that favored traditional marketing have now bought into the digital vision for growth onwards. With 4.5 billion users online globally, it is imperative to concentrate resources to reach ideal customers and audiences on the platform.
The coronavirus outbreak since the last couple of months disrupted our lives in unprecedented ways, with businesses and marketing endeavors being on hold. Even though, digital marketing shouldn’t essentially stop. However, it is an opportunity to take a critical look at the situation, think long-term and position their brands for success after everything goes back to normal.
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.
Brand Tone and Voice
It is ideal for brands to connect emotionally to their audiences with a tone and voice that is very suited to the prevailing circumstances by carefully selecting uplifting and motivational messages for publishing. A good example is changing brand logo to depict social distancing and spinning brand social profile name to “Stay Home, Save Lives”. The content must also resonate with the times; posts on hygiene, productivity tips, free resources to upskill, etc.
Get your brand in front of your target audience: With COVID-19, all traditional marketing efforts are almost entirely out of the picture. As millions of people across the world continue to surge and 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.
We are still in business
Constant communication with your existing and potential customers plays an important role in cultivating winning relationships with them in a manner that assures them your business would continue to serve them. Also, to let them know you are improving on your service delivery and working around other constraints that may have been caused by the outbreak. Personalized messages and emails would go a long way.
Another angle to consider is that buying behavior is likely to change, in terms of interests, needs, expectations and disposable income. It is therefore exigent for brands to research this potential evolution and develop agile digital marketing strategies in accordance.
The current circumstance globally is certainly not going to spell the end of the world, business would continue to be in business. Brands must therefore be unwavering in their online presence. Having that long-term vision and mindset are key to retaining customer loyalty and winning new businesses. Stay positive, we would definitely get through this!