The collateral damage caused by the How to adjust your marketing pandemic crisis is extensive and serious. In addition to social precariousness, which is increasing. The impacts on the global economy are profound and similar to the 2011 crisis. At that time, there was a premonition of what the near future would hold. What measures would be taken to overcome the difficulties. This has not happened now. Neither States nor companies were prepared for such damage. Measures have been implemented in accordance with the evolution of the pandemic. The medium/long term have been removed from companies’ plans. Even the short term is uncertain. A measure taken today may be undone by a negative evolution of the pandemic. However, after months of this context, there are already some certainties and decisions that companies can make.
Not everyone can bet on marketing
With the world in lockdown, some business areas have been severely affected, while others have seen their sales skyrocket. This means that there are sectors that, at this stage, should freeze their marketing investments and focus on them when the lockdown period ends. Hotels, travel agencies, culture, shows, events, fairs and conferences are sectors in which the marketing budget should be adjusted. To a stage where accurate mobile phone number list it is already possible to sell at similar volumes to pre-pandemic.
On the other hand, areas such as healthcare, online delivery services , video conferencing software. Digital marketing agencies are areas where the marketing budget should be rethought. Demand justifies increased investment in order to be at the forefront of those who need these services/products.
Where to redirect the budget
At this stage, fairs, events and static advertising are forms of promotion that should be avoided. With social distancing rules dictating the prohibition of events, all budgets that google business profile adds a “products” section were earmarked for these areas must be reallocated. The same, for example, in relation to billboards , as with fewer people circulating. The impact of this type of advertising is residual. So, where should these funds be reallocated? To Digital Marketing !
>>>>>Content Marketing
Producing content in the current context is essential because, in addition to maintaining a connection with customers, it also boosts the generation of future leads . However, it is crucial that the content is an asset to those who read it, helping consumers and companies to overcome this difficult phase. Content that takes advantage of the situation or promotes false facts about current events is not recommended.
Social media
The increase in online traffic is a unique opportunity database d for companies. Social media has never been so important for promoting brands, products and services. With the lockdown, consumers have become increasingly more present on social media, so this is where companies need to invest. Sharing videos, whitepapers and case studies are types of content that can promote a brand and drive more consumers to the website or, more importantly, to an online store . Increasing proximity to consumers is essential at this time.
Email Marketing
Although it is nowadays considered the “ugly duckling” of Digital Marketing , if used well, it continues to be a powerful communication tool. Small lists with a well-defined target audience for the message you want to convey are essential. This is a channel that can be used to inform customers that the company is active, the measures it is taking, the promotions it is running, among other information.
Webinars
At a time when many companies have more doubts than certainties, sharing knowledge can be a differentiating factor. Promoting webinars with content that interests customers or replacing corporate events with webinars are two ways to build customer loyalty and generate new leads . For them, this is also an advantage, as they do not always have the time available to travel to corporate events, and their availability to participate in webinars is much greater.
Advertising campaigns
At this stage, Adwords and Facebook Ads are two tools that you should invest in. With more online traffic , the chances of your ads being viewed are greater. All campaigns should be coordinated with other digital marketing. Tools in order to guide the consumer towards the final objective, the purchase. For example, having a landing page with the final link of the advertising campaign, where you can collect a lead or make a sale is the best strategy. Avoiding generalist campaigns and focusing on one objective is essential to obtain a return on the ivestment made in advertising campaigns.
These are some of the areas where marketing investments can be channeled . Each company should analyze its situation in order to make investments without jeopardizing its own survival.
