With the world under lockdown, going online is the only way out
A lot has changed when it comes to digital consumption in the last two months, and people are now spending more time online than ever. Whether it is for information, entertainment, shopping or more, a Forbes report shows that the time spent online has surged from an average of 1.5 hours daily to 4 hours, post this pandemic.
In some regions like Europe, it has even gone beyond 70%! And we must not be surprised. After all, these are unprecedented times, and are bound to cause seismic shifts in our way of life.
Businesses are not immune either, and this virus has caused a jarring blow across markets and balance sheets and this pandemic has caused businesses and economies to suffer losses in epidemic proportions.
The only businesses that have managed to soften the blow are those that have invested in making their online presence felt, as more people are turning to the internet to find and get the everyday things they want.
These are the businesses that have managed to maintain some semblance of business continuity as they no longer have the opportunity to operate from their retail locations. There have been massive shifts in consumer behaviour, and an increased preference to buy everything online due to social distancing and safety concerns. It is believed that most of these shifts will become the new normal even after the pandemic ends.
And in the rise of such times, it would not be an exaggeration to say that 2020 brings new unique challenges for digital marketers and businesses. The right digital tactics during this can make the difference between staying afloat or going under once things settle down, and here are some insights and guidelines for marketers who aren’t quite sure of the best way ahead.
Do not pause your digital marketing efforts
While it is a fact that many businesses have decided to pause their marketing campaigns, doing so will likely undo all the momentum that has been built so far. The current situation is uncertain, and could last longer than what we would like. In such a case, it makes sense to refocus our marketing resources and efforts towards digital strategies from a long term point of view, because that is where your customers will meet you, lockdown or no lockdown.
Be sensitive and responsible
There is no doubt that this pandemic has impacted everyone in more ways than we can imagine, and I am not only referring to the health front. There is definitely an economic impact, a social and emotional impact as well.
As businesses marketing in these difficult times, it will really be worthwhile to find a more sensitive way to communicate, so as to offer value and support to your customers and the community at large. You can employ content as a means to offer meaningful and relevant engagement, whether it is tips to stay protected, or how to make the most of this situation.
Keep a close eye on your customer behaviour
Customer behaviour and preferences are evolving a pace faster than ever before, and if you don’t have a pulse on what is important for them at this point in time, you run the risk of becoming irrelevant. I am not talking only about shopping behaviour here, but also their expectations from businesses.
You can continue to adapt your campaigns and media choices to best meet these changes. You might even need to redefine your strategy every week, so you must be prepared! You can rest assured that this is a necessary investment that will pay off well once this is over.
Accent Group’s move to shut down a significant number of its leased stores in favour of online retailing is probably an indicator of things to come. And as more businesses move their focus online, we must remember that being timely, relevant and effective is even more important for brands today. Keeping our efforts on during this time will ensure that you develop an edge over those who are not doing anything, and will allow your business to stay ahead of the curve.
