How COVID-19 Is Changing The Dynamics of Marketing
COVID-19 a.k.a coronavirus has infected a considerable chunk of population across the globe. This pandemic has had hazardous effects to not just human health but also world economies.
Amidst the lockdown, PM Narendra Modi has asked all the businesses except food, pharmaceuticals and medical equipment, to stop.
Some businesses have found a way to sustain while many are struggling to stay afloat.
What Is Happening
Major companies are stopping their business activities. Almost all companies, except the banking sector, have levied a work-from-home option for their employees. Major ecommerce companies like Amazon, Flipkart and Nykaa have stopped taking orders of low priority and are only delivering essentials like grocery, house essential and sanitary products. Maruti Suzuki has admitted to making zero sales. Apparel brands like Amazon, AJIO, Jabong, Myntra are planning to increase their marketing spends by up to 15% with the hopes of profit once the lockdown is over.
These are just a few of the companies that are taking a hit amidst COVID-19 pandemic, it’s however, the SMEs that are taking the major hit. Factories are closed, small educational institutes, consultancies, financial services etc are struggling to run their business.
However, hope sparks even in the darkest of times. The marketing landscape is shifting to digital. Those who had no faith in the medium are now finding ways to create digital campaigns.
The reason is pretty obvious if we look at the current state of employees across the world. Many countries have gone under lockdown with people staying at home. The only thing people are doing at home is either working or consuming content online. This poses a huge opportunity for firms to tap their audience’s attention with innovative social media campaigns.
Strategies You Can Optimize For COVID-19 Marketing
You don’t have to stop your marketing efforts to gain business. Now is the time to optimize the most of your marketing team.
- 1. Connect with your audience and customers
Literally half the population is sitting at home, surfing the internet. You can connect with your audiences using social media marketing and making creative social media campaigns. Talk to your audience, increase your scope and build reach.
- 2. Ensure Your digital presence online
The first thing that people are bound to do after hearing your brand’s name is search. Social media marketing won’t mean anything if you don’t have an online presence. Optimize your website through SEO and maintain an online presence.
- 3. Update your customers from time to time
Keep your customers and target audience updated about your activities. Send email marketing campaigns, SMS and newsletters to tell them how your brand is doing everything to cope with the pandemic situation. Don’t lose connection with your audience, build credibility and brand trust.
- 4. Provide relevant offers to your customers
If you have an online business that you know could benefit people (like an online learning class for example) then don’t hesitate to roll out offers. Run PPC ads to target audiences from across the country to opt for your online services. Not only will this boost business but also increase your reach while providing services to people.
- 5. Make mobile sites/apps a priority
Mobile is a top priority right now. The vehicle has become an essential part of the digital medium, now more so than ever. You need to optimize your website or app for mobile use to generate traffic and give way to more lead generation, lead management becomes easier with fruitful lead data.
- 6. Keep yourself updated with data to plan post-COVID-19
The most important thing that you can do right now is to keep an eye on data. Accumulate data to build marketing strategies for post-pandemic times (hopefully the time will come sooner) and plan your business accordingly.
Marketing is becoming more and more dynamic. With major focus falling on digital, we can only wait and see how the future will pan out. COVID-19 has definitely brought a behavioural change across the globe.
Nonetheless, as the saying goes ‘Time doesn’t stop for anyone’, we must keep moving forward.