The coronavirus pandemic has given birth to growing uncertainty as people and industries across the globe continue to fight back. No industry or sector remains immune to the economic downfall triggered COVID-19, and marketers have the most significant responsibility.
You see, marketers are responsible for ensuring that brands and their products or services remain relevant and in-demand. Given the sharp decline in advertising efforts and spending and revenues in general, marketing has become harder than ever. COVID-19 has given birth to numerous challenges for digital marketers, but it has also given birth to some opportunities.
Let’s analyze the impact of COVID-19 on the marketing industry:
PUBLIC SAFETY CAMPAIGNS
COVID-19 has placed a sharp emphasis on public safety and corporate social responsibility. Brands have no choice but to advocate public safety and urge their consumers to stay indoors and practice social distancing. Iconic brands, such as Nike, are inspiring people to buy their products with a touching message of putting their safety first.
Brands across the world have realized that now is the time to focus on their consumers. For instance, Nike has given significant discounts on the Nike Training Club app, and introduced a marketing campaign on staying indoors.
Consumers tend to spend money on brands that are focused on their corporate social responsibility. They seek to support brands who are willing to overcome challenges to do the right thing. Consumers want to know how brands are treating their employees during the pandemic, and their contributions to the global fight.
INCREASING MARKETING INVESTMENTS
In a recession such as the ongoing one, marketing departments are usually the first to be slashed and stripped away. However, even though consumers are not buying much, their digital engagement has increased manifold. In simpler words, businesses get forced to spend more on marketing efforts to engage their audience with immersive content.
There is an increased demand for podcasts, eBooks, YouTube content, and blogs, and marketers are responding. Digital content creation companies, such as Designrr.io, allow brands to reduce their spending and increase their content quality. The basis of podcasts and content creation is to humanize a brand and keep the conversation ongoing.
Brands must remain relevant and maintain relationships with their consumers. Support for a brand doesn’t always stem from revenues; consumer connections and relationships are far more critical.
A VIRTUAL PARTY
Ever since the pandemic began and videos of Italians singing on their balconies started circulating, it’s been one grand virtual party! People have turned towards digital platforms to seek information, entertainment, social connections, and more. Fitness instructors are holding online classes, culinary enthusiasts are cooking on YouTube, and journalists are hosting their talk shows.
It brings us to a question: what does your brand have to offer your audience? There is an abundance of resources and digital platforms that brands can access to connect with their audience. The goal here is to build a virtual community that inspires, involves, and engages the consumer audience. Now, it is the perfect time for experimentation and creativity because the audience is hungry for content.
You don’t have to create a masterful cinematic production. It’s all about delivering content that offers value, authenticity, and inspiration.
The coronavirus pandemic has indeed changed the way we use the internet. Screen time has increased dramatically all over the world, creating scores of opportunities for marketers. It’s time to realign the marketing benchmarks for your brand and tap into opportunities for organic traffic and growth. Marketers need to alter their approach, focus on relevance and authenticity, and provide the support their consumers seek.