Ronak Kothari is the founder of RONKOT, a full-service digital marketing agency.
The global health crisis has fundamentally changed the ways many industries operate. The marketing industry, in particular, has faced some unique challenges and obstacles due to stay-at-home orders. The following information shows the importance of digital marketing during uncertain times.
Rise in the Use of the Internet
The rise in the use of the internet and social media is a consequence of the stay-at-home orders and social distancing practices. People are finding ways to pass time in quarantine, and the internet provides a variety of options. Marketing via billboards or storefronts is currently on the decline due to the mass business shutdowns and lack of incentive to travel. So, marketers who were previously using these marketing techniques are forced to adapt. Launching a marketing campaign through website advertisements and social media is currently one of the most effective ways to market a brand.
The massive amount of businesses that were forced to close their doors has resulted in a much smaller client base for marketers. So, many marketers have had to make significant changes to their budgets to account for this downturn in business. While many of these businesses will continue to market their brand during the shutdown, there are businesses that are unable to spare the expense.
Focus on Sales Over Social Media Metrics
Likes, shares, views and other metrics used on social media platforms are a relevant factor for growing a brand. In these uncertain times, however, businesses are more concerned with making enough sales to stay open. High-quality content alone is not always enough to bring in sales, so all of the content should drive consumers to make a purchase.
During this time of crisis, it is important for brands to show that they care and are taking steps to help in whatever way they can. Marketing strategies should never induce a feeling of panic in consumers. Use language that is supportive of the people who are struggling around the world and that your brand recognizes their efforts.
Bouncing Back Afterward
Brands that continue to get their name out there and develop connections with consumers are more likely to bounce back after the crisis. Many industries are suffering from severe economic losses, so it is important to prepare for reopening. Stay on top of the latest digital marketing trends, and make sure that consumers will not forget your brand.
For more information regarding the importance of digital marketing during uncertain times, contact us today.