As COVID-19 spreads around the globe, humans are primarily concerned about their health and safety. More and more people are staying home, which is great for slowing spread of the virus, but not so great for brands, retail stores, and other businesses that thrive on customer purchases. With the majority of the population hunkering down indoors, digital marketing might be a brand’s saving grace. We’ll explain why.
In-person events are being cancelled.
Most in-person events have been cancelled for the foreseeable future, since gatherings of any size are no longer safe or wise. Because of this, event marketing has taken a huge hit. Even major events, like Coachella and the Tokyo Summer Olympics, have been postponed.
While cancellations this massive are costing millions, there might be a way for digital marketing to step in. Fewer people are traveling, which means billboards and other off-screen advertisements aren’t getting nearly as much traffic. This presents an opportunity for brands to reinvest event marketing money into digital strategies and online advertisements.
E-commerce brands could benefit from increased online shopping.
Businesses are facing new challenges due to the COVID-19 outbreak. Manufacturing operations are no longer as simple as they used to be, and people are no longer shopping in-store. This means more people are shopping from phones and laptops. This might ingrain long-term shopping habits, since online shopping is considerably more convenient than visiting stores in-person.
What does this mean for e-commerce brands?
As more people shop online, e-commerce marketers need to provide high-quality photos, thorough descriptions, and detailed videos that help consumers get an accurate idea of what the product looks and feels like IRL. Be transparent about product shortages, shipping delays, and any other updates that arise. Consider making a waiting list for in-demand products, and use social media to give behind-the-scenes sneak peeks into your business. On the digital marketing side, focus on social media campaigns that will capture the attention of casual scrollers.
Keep your audience in-the-know.
Our day-to-day is changing rapidly, due to COVID-19. Luckily, digital marketing is also fast-paced. It’s essential that communication keeps up with the virus, especially as new developments unfold. By keeping track of the situation and acting fast, you’ll be better prepared to deal with cancellations, non-refundable ad spots, and more.
How should brands alter their communication strategy?
Travel brands and event marketers are currently using damage control to retain customer loyalty and support customer happiness. It’s also a great time to update your content strategy. Brands that provide accurate and honest information about COVID-19’s impact on operations will deepen loyalty and build long-term trust with their consumers. Keep your audience informed, and focus on delivering relevant, empathetic content that will keep your company reputable. After all, we’re all in this together.