How a company responds to a challenging situation can make or break their business. The major implications the COVID-19 pandemic brings to all companies alike are no exception. This article will cover some current changes in digital marketing trends in response to the Coronavirus.
1. Emphasis On Essential Items
The threat and impact of the Coronavirus on our current economic environment means an even greater and focused demand for essential items. Some consumers might not feel comfortable leaving the safety of their shelter to potentially find the supplies they need from grocery stores. Other consumers simply may not be able to find essential supplies, no matter where they look. Thus, online supply for these items has become a major trend.
For example, customers are turning more towards delivery services for their grocery needs. Moreover, in response to changing demand, Amazon refocused their efforts to supplying essential items first and foremost to their customers. In return, their familiar promise of 2-day delivery for Amazon Prime members for non-essential items has been updated so they can better focus their efforts on meeting the demand for essential household items.
2. Increasing E-Commerce Sales
Businesses were already witnessing a shift to e-commerce, or online sales, before the Coronavirus. However, now that many companies are limited to online services only and many people are ordered to take shelter in place, it comes as no surprise that a great amount of business has moved online.
This shift from offline to online transactions has major implications for a company’s digital marketing strategy. First and foremost, now that several companies exist solely online, they must ensure that their online branding represents their products and services well. They should take care to provide a seamless experience for consumers throughout their digital communication efforts, including their website, social media presence, email marketing campaigns, and more.
Marketers should be aware that, as mentioned previously, consumers are focused more on purchasing essential items than luxury items. This isn’t to say that all non-essential businesses are doomed, but companies should make certain to continue fostering customer relationships and encouraging purchases by targeting the right customers who maintain the budget to purchase these non-essential items and to do so in this season where they have more free time and not much else to do than online shop.
3. Greater Brand Building Efforts
Strong branding is essential for the success of any marketing campaign. With many long-term strategies being revisited or put on pause, this current season provides the perfect opportunity for companies to continue strengthening their brands and consumer relationships. This is critical for small businesses especially.
One of my favorite examples of this comes from an Atlanta based restaurant called Yumbii. Fortunately for Yumbii, the restaurant continues to operate, offering free delivery for orders $25+ within 5 miles of their shop. They also have two locations for curbside pickup. As a thanks for supporting the business, they include a roll of free toilet paper with each order.
Moreover, Yumbii continues to interact with and engage their customers through their website and social platforms in order to provide them with restaurant updates during this time.
Companies are seeing many digital marketing changes in the midst of COVID-19, such as greater demand for essential supplies, a shift to online sales, and a push for greater brand building efforts, to name a few. Businesses should ensure to consistently update and cater to consumers throughout their entire digital marketing communications plan in order to best serve and provide value to customers in this time of need.
An interview between Forbes contributor Paul Talbot and Kathy Bachmann, General Manager of Americas with Analytic Partners Inc. provides greater insight into how entire organizations are affected by this pandemic and how companies should respond. https://www.forbes.com/sites/paultalbot/2020/03/19/how-the-coronavirus-pandemic-impacts-marketing-strategy/#33bfa9b04dc2
If you enjoyed this article and found it to be of any value, please give it a like and share with friends who might learn from it as well! I’d love for you to follow my blog for future posts regarding digital and social media marketing. Feel free to comment below any companies you believe are responding well in their marketing efforts to this pandemic and I hope to catch you in two weeks with a new article!
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