Beyond Containment: The Post Covid-19 Digital Marketing Strategy

Following the COVID-19 pandemic, brands are facing an unprecedented and highly disruptive situation. According to an Econsultancy and MarketingWeek survey of marketers in the UK and US, 63% of respondents admit that their marketing budgets have been frozen or are under review and that more than half of Product launches have been postponed . Currently, many brands are in a key intermediate phase to think about their future: how to Ivory Coast WhatsApp Number List refocus the digital marketing strategy after the initial tsunami? The initial response to the coronavirus crisis In order to deal with the shock of SARS-CoV-2 in the short term, promotional campaigns were canceled and communication efforts focused on managing the crisis.

After these emergency measures, the strategic turnaround has focused on supporting users during containment with new actions, designed against the clock, which generally follow three clear lines: Be present and visible to the user by accepting the situation, providing immediate support and implementing solidarity actions alone or in collaboration with other companies or public bodies. Inform about changes in the service (e.g. condition of physical establishments or e-commerce delivery times) in order to clarify customer doubts and communicate measures adopted in favor of improving measures hygiene in the processes and safety of the employees who continue to perform their work

Set new customer service protocols and evaluate the following actions while listening to users

Along with changes in user consumption patterns , brands have reoriented their marketing goals. The initial message should not be about selling, but about providing solutions and expressing empathy. But the question to ask yourself now is: what is the next step? It’s time to design a roadmap analyzing the impact the coronavirus crisis will have on each area of ​​the digital marketing plan. JACOB ALONSO , DIGITAL MARKETING MANAGER AT LABELIUM Proactive preparation for the post-COVID-19 period Based on the experience gained in the 18 Labelium Group offices around the world , here are the areas of work that we consider essential to organize the post-COVID-19 stage in online marketing:

Control of results in real time In uncertain times like the one we are currently experiencing, data analysis is the perfect tool to detect the new dynamics that the situation brings to the company. It is therefore important to explore what is happening inside and outside the company with the help of new control dashboards which are updated daily. On the one hand, these must include the main KPIs of e-commerce or the web by channel and must even have personalized alerts in the event of critical changes . On the other hand, it is necessary to carry out a precise benchmark to monitor the evolution of the competition and the way in which the crisis affects the position of the brand in the sector.

This information will make it possible to construct new possible

scenarios and, thus, to proactively prepare a response to the challenges posed in the post-Covidian digital environment. 2. Analysis of user behavior Brands are faced with the same big question: how will their customers behave in the “new normal” . Many eyes on China and its exit from containment have detected signs of revenge spending in certain sectors such as luxury , but the point is that actions must be carefully planned because even the most advanced countries are in the early stages. recovery.

This is why this is a crucial time to reassess the brand’s customer base and investigate whether new audiences have been reached . In many cases, the coronavirus crisis is radically changing the perception of brands . Moreover, the Edelman Trust Barometer 2020 carried out on a global scale shows that 65% of users believe that the response to the pandemic will be a key criterion in choosing to buy products from one brand or another to the future.

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