While we are battling with Covid19 and eventually accepting it as a part of our lives for some time, there are two key indicators which we foresee as the way forward – collaboration, adaption and listen beyond what is just visible. We have been offered two choices we can break and yell about the situation, or we show up- in my opinion, the show must go on. If you see the history, all the powerful ventures have made best during the time of adversities. It is an excellent opportunity to connect with your audience and understand what best you can do to help them.
While most of the businesses are struggling, you see considerable growth in digital mediums, and it has proved to be vital in this time. Digital transformation has taken a great pick to support the COVID battle, be it through a mobile app, website or social media. It is now maturely showing the fruits of the company's which engaged themselves well on digital forums. An impact and expanding the reach is the next move.
It looks like an alarm for companies to revisit and actively create a share for digital marketing. While we are adapting & practising #social distancing consciously digital advancement is 100% way forward.
While being conservative about digital marketing budget looks like the best choice. It is equally important to reach and engage with the target audience. There has to be a balanced act between making impactful engagement and maintaining a balanced financial budget.
In this scenario, the biggest mistake that business make is they look for an immediate return to improve the cash flow. While it is essential to meet the budget, it is equally crucial to be with your customers and develop a long term plan to get fruitful results.
Few things that could be a good start:
#1 Have a heart with empathy and listen to concern areas:
There is a lot of consumer behaviour change. There are different brands that consumer has bought in lockdown, which was, of course, a forced-choice due to unavailability. Still, it supports a lot of business to reach out to more audience and try their products.
There was a study of #REACH3INSIGHTS in which 76% of the people have recently picked up new habits, behaviours and routines in the wake of COVID-19. Of those people, 89% said they plan on keeping some of their new habits. Consumers are also trying new products, with 36% planning to continue using new brands they've tried after COVID-19.
Digital marketing is not just technology; it is the psychology of customer behaviour that is a necessary ingredient. Close monitoring is done by experts in buying patterns and future needs.
#2. Giving and sharing-
Collaboration brings in a lot of fresh air in the system. It is essential in these times to have a positive engagement. You can offer free tips, complimentary service, special discount/offer. You have to give enough that brings value for the brand. It brings a shift in behaviour patterns of customers.
Things like thanking employee, appreciating frontlines, it talks much about a company and brand. Few brands have already started thanking campaigns. While the Canadian government increased wages of medical staff, a few companies like Loblaw Companies Ltd & Maple Leaf Foods Inc. are giving an additional bonus to frontline staff.
#3 Have grace and let it flow-
Even if we overcome the pandemic, this will change drastically. It will impact a larger part of society. There will be a transition from old operational strategy to new which will consider the evolving realities. There will be a change in the echo system and buying patterns. According to a study, this scenario will last its impact for at least the next two years on the overall economy.
The bottom line is reaching out to your audience; there is a need for new data/reviews. Share feedback form, quick survey or voice of the customer through possible mediums, and you will realize there is a need to change your work pattern. It will give you a purview to see beyond what is just in front of you.
The way forward is to accept the uncertainties and accept and acknowledge the fear but don't let the situation rule your mind. Look at positive ways to reach out with all your heart.
If you think you want to reach out to your audience through digital medium let us know a convenient time to have a discovery conversation ?