With the ongoing COVID19 pandemic, industries around the world are reinventing the existing online marketing strategies. This is to cope with the evolving consumer landscape in multiple unexpected ways.
Most of the organizations are starting with the reassessment in digital marketing budgets to deal with the uncertain economic situation. With a sudden and unexpected loss in ROI, multiple businesses are forced to trim their budget to maximize efficiency.
Under such circumstances, instead of putting the brakes, brands need to come up with a changing strategy. Here is what you can do to re-evaluate your digital marketing strategies.
Why will COVID19 boost digital marketing?
There is no doubt that the pandemic caused a lot of businesses to incur a loss, but paid search marketing flourished. With the booming remote working facility, it is possible for multiple businesses to ensure continuity. It offers flexibility.
If ever there was a time for the digital marketers to come into the forefront, it is now. So many more people are online for a longer period of time. It is highly likely that people will see the ads on social media and interact more.
Some obvious targets that digital marketers can focus on are as follows:
- Social media – it is going to be all-important to maintain connections
- Web-contents on the different niche – this will be popular, especially for sports in the absence of sports.
- Emphasizing the ethics – a lot of firms that are acting ethically in retaining staff, paying their suppliers, or helping each other by supporting the food banks, can highlight this in content marketing. Since a lot of organizations are going through reputational damage due to layoffs.
Keeping all these factors in mind, it is important for marketers to consider the buyer persona. Alter the marketing strategies according to the demands. There could be a lot of common behaviour among people because almost everyone is trying to cope with this new lifestyle.
Of course, the initial reaction after the restrictions after the restrictions are over will be to do things that they couldn’t before. Digital marketers need to be aware that multiple economists expect the recovery to be gradual instead of a strong rebound.
What are the changes in Google Analytics and Trends due to COVID19?
With a steep rise in certain search terms, there have been changes in Google Trends and analytics. Medical suppliers are aware that the overall demand for masks has shifted from the N95 masks to the surgical masks.
Now, the real benefit of Google Analytics and Trends is it helps us in identifying consumer behaviour. You can see how the categories are evolving. With social distancing turning into self-care, the search on multiple skin-care products is skyrocketing.
On one hand, the searches are influenced by luxury, on the other hand, the searches are influenced by necessity. There has been a steep increment in online tutorial videos on “how to cut your hair.
Consumers search on “how to look good on zoom”. The search term has increased from 0 to 100 starting from 14th March. All these search terms didn’t even exist before the COVID19 pandemic.
Before jumping on individual channel recommendations, it is important that you have the means to measure them. Internal traffic is not really internal. There are a lot of employees working remotely. It affects analytical data.
The typical filter will not catch workers working remotely unless they are using a VPN or any other remote network connection. Thus, employees might get counted in the analytics metrics even if you had a filter.
The solution here is to place an annotation in the analytics account because there is no in-built filter. Also, keep it in mind while measuring and reporting digital marketing efforts.
Whether to reduce paid search and social media or set up daily management?
As we already mentioned, amidst COVID19, the search on certain products is down. If your products or services are not deemed as “essential” then is important to consider re-investment. Failure to reduce the expenditure will make the most profitable campaigns turn negative.
Proceed with caution if you are aware that your product or service is not a top priority. On the other hand bids in multiple industries are less than before. This is because a lot of advertisers are making lesser bids and reducing the budgets.
If you think that your company is selling products or services that are still in demand, then you should try to maximize the ad expenditure. Just keep an eye on the return on ad spend.
For instance, in the media and entertainment sector, cinema is going through a major loss. The online programs, social media marketing platforms, and apps are gaining a lot.
Why should you maximize email marketing amid COVID19?
Email is cheap yet it is extremely effective. The reason why email marketing is effective is that it is as simple as reminding your customers that even though the brick and mortar stores are close, they can still get their needs met online.
Make sure that the customers get the feeling that you are here to help them.
It is true that email may not make up for the overall losses. The brands that show value to their customers will attain more customer loyalty when the times are more certain.
Continue working on SEO and content marketing
Instead of paid search marketing or social media marketing, it is better to opt for SEO and content marketing efforts. The reason is paid search marketing is seeing performance losses in organic channels. This because of an overall drop in search demands.
Google Search Console shows a drop in search impressions even though the ranking remains the same. Thus, it is clear that this is not an SEO/ranking issue. It is a drop in search demand because of the COVID19. At present, it is important to maintain the SEO campaign.
If you are in search of an experienced and professional digital marketing agency during the COVID19 pandemic, get in touch with Skyram Technologies here.
For more informative content, have a look at our blogs section here.
