Connecting With Your Customers
The COVID-19 has screeched major economies to a halt and forced people into feeling like prisoners in their own homes. In the United States, for example, about 11 million workers lost their jobs as companies shut down, particularly the small and medium business that could not absorb the impact of prolonged lockdowns.
But it is also an opportunity for digital marketers because they have a ready audience who, more than ever, feels the need to communicate, socialise, and connect with others. With nothing better to do, they turn to the digital channels to fulfil this fundamental human need.
Whereas before, they viewed bite-size videos because the time for them was a luxurious commodity. Now, time is the only thing they have. The problem now is how they manage their time and become more productive while they are in quarantine. As a result, they are consuming more media at historic levels.
For example, according to data, the streaming hours for both Netflix and YouTube grew 25.2% and 21.7%, respectively, in May 2020 compared to February 2020. In the same vein, e-commerce websites are reaping the windfall of physical stores closing their doors for lack of shoppers. Amazon’s profits, for instance, ballooned by about 39% during the pandemic.
It means Amazon founder Jeff Bezos just grew $13 billion richer.
Shifting Tides
Companies that have not ventured toward digital advertising may feel lost in the open sea with their mast broken. The dedicated budgets for traditional channels like sponsorships, trade shows, TV spots, travel, exhibits, and other collaterals is suddenly becoming useless.
But this is the perfect opportunity to migrate online and test the waters of your digital campaign. However, do not take the shotgun approach of simply pulling the trigger and hoping you hit something.
Fortunately, digital marketing is not a new concept.
In 2009, for example, marketers spent more than $333 billion for video, audio, and written content. The budget is projected to further grow to $385 billion in 2020 but the jury is still out on that one.
Before launching your digital campaign, here are some crucial things to consider:
Positive message only, please -- The sinking boat theory suggests that customers are more likely to abandon a company that they believe is not performing well. The pandemic offers an opportunity for you to prove the resilience of your brand. Simply connecting with them and seeing how they are doing can go a long way for them to think of you.
Use existing resources -- The shutdowns began at the start of the second quarter of the year. Companies have already laid down their annual 2020 marketing budgets, and some have already started their campaigns. Then the pandemic spoiled all their plans. But you already have existing resources, and you only need to hire a digital marketing company that can optimise them when you migrate your campaign online. As such, you can even save some money.
Use social media sites to launch products -- The pandemic forced companies to postpone, if not cancel, their product launches. But it does not have to be that way. More and more products have released video teasers for a product launch scheduled at a later date. Even the much-anticipated live-action movie, Mulan, will debut on Disney+ in September, with limited theatre releases in some Asian countries. The strategy will also showcase your ability to adapt amid the uncertain times.
While some companies have tightened their belts because of the uncertain future, the numbers showed that forward-thinking organisations that invested during a crisis like the recent 2008 US recession, for instance, are more likely to come out on top when things return to normal.
Indeed, take the pandemic as an opportunity to revisit your marketing strategies and perhaps, this is the right time to shift your focus online.
