With the news of the impact of COVID-19 changing every day, it can be tough to grasp how all of these new changes will affect your business overall, not to mention what the situation signals for your digital marketing campaign. While there are many uncertainties that lie ahead, there are still concrete steps you can take to maintain a marketing strategy that makes sense for your brand.
In normal times, marketing is all about adaptation – to new trends, new data, and changing consumer behaviors. Now more than ever, that ability to remain fluid through changing circumstances is key.
Your team should be thinking on its feet, while also being sure that any and all decisions are made in a spirit of compassion. This is the time to invest in long-term consumer trust and loyalty, keeping your brand in a positive light throughout the ups and downs that the future holds.
Adjusting Your Digital Marketing Approach During Uncertain Times
Here are our suggestions for maintaining a strategic approach to digital marketing while navigating this uncharted territory:
Aim to pivot, not pause.
While in-store traffic is being curtailed in the wake of the pandemic, TV usage, and at-home online activity are skyrocketing. This presents an opportunity for advertisers to reach their target audience through more targeted investments in different forms of advertising. Rather than pausing your campaign altogether, you can pivot your digital marketing strategy to comprise platforms that are most relevant to the here and now.
OTT-CTV is one example that shouldn’t be overlooked. OTT-CTV advertising combines the impact of traditional TV advertising with the precise targeting capabilities of a digital campaign, including addressable targeting, behavioral targeting, and demographic targeting.
The use of Social Media in the United States is up 30% in recent weeks. This is the time to make sure you’re staying in front of your audience and reminding them of your services. It’s also a great way to provide thoughtful content and share supportive resources with your audience.
By taking into account how your customers’ consumption of media is changing as their daily lives are altered, you can be sure to reach them as they embrace different platforms.
Take a leadership role.
Customers may not know how the pandemic is changing how your industry operates, and providing them with more information can help them see you as an authority in your industry. From a quick email blast to social media posts or an informative banner on your website, there are many ways to go about getting clear information out there concerning any processing changes or limitations that are affecting the way your business normally runs.
Ask the right questions.
What do customers need from your brand right now? How can you adjust your services to make them more viable as self-isolation and social distancing measures become necessary?
Many of these questions can be difficult to answer. Make sure you’re communicating with your digital marketing partner to help you navigate the right path you should be on during these uncertain times.
Strive to stay tonally on point.
In this day and age, certain subjects, images, and types of humor aren’t going to be perceived in the same way as they would have been even just a few weeks ago. Take the initiative to reassess all aspects of your digital campaign, from keywords and copy to visuals and other creative elements, in light of the current situation. Being proactive about tweaking these aspects of your digital marketing creative now can mean the difference between running an effective campaign and running one that is seen as being tone-deaf.
Trying times often call for creative thinking and a willingness to adapt. By taking things one day at a time while also keeping an eye on what the future holds, your team can make digital marketing decisions that give your customers confidence, shine a positive light on your brand, and help make the future a little brighter.
