During a time of crisis, such as the world is in right now, it is imperative for marketing managers to rethink their strategies and readjust their conventional modus operandi to cater to customers in these peculiar times. While customers may not be aware of the actual inner workings of a company and the turmoil that it is under, it is aware of a brand’s exterior image which is exhibited from the brand’s marketing and advertising campaigns. This is why, irrespective of what a brand may be going through as a business and the combative measures that it takes, it is highly important for its marketing operations to keep steady and readapt as per the situation.
Albeit, when it comes to handling crisis situations from a marketing standpoint effectively, things can get quite tricky! Determining the best course of action can seem daunting and a never-ending process. Addressing marketing and advertising campaigns in such a way that it is apt for the situation, yet doesn’t seem to be exploiting the situation, while also addressing all customer concerns by appropriately gauging their sentiments, is a tough ask for any marketer. Luckily this article is meant to serve as a guide for marketers on how they should go about efficiently marketing their brands, its services, and products, during this lockdown period.
Foreseeing Changes & Alterations To Conventional Operation
There are numerous issues that arise in a crisis situation when it comes to effectively delivering products and services to customers. Pauses in manufacturing, insufficient labor force, irregular supply chains, etc, all lead to diminished supply. In such situations, it is important for marketers to take certain steps, including –
Setting Realistic Expectations
This entails not over-hyping the qualities of services or products when you are in no capacity to deliver on false promises. Past ad campaigns that have such tones to them should be immediately taken down. Think about offering easy cancellations and refunds in case these campaigns have been there for quite sometime after the crisis and customers are beginning to have relevant expectations. Failing to do so might result in your brand image taking a considerable beating.
Address All Customer Concerns
In such times of crisis, customers are in no mood to be taken advantage of or be given answers that beat around the bush and don’t offer real solutions. It is highly important for marketers to offer messages of comfort by reframing their email marketing, social media, and other ad campaigns accordingly.
Entirely Shift All Facets Of Your Business Online
Most physical stores even those dealing with essential goods have been hit during this lockdown period. Any and all businesses that have an online presence stand to do better in such circumstances than those that don’t. Right from digital learning, to conferencing, and entertainment to medical consultations, almost every facet of modern life has moved online. Therefore it stands to reason that moving online and strengthening the features offered, is imperative.
While revenues are taking a hit, expenditure on marketing and ad campaigns will definitely face cutbacks. Albeit, it is important to not withhold investment in these campaigns entirely, but only optimize them, and focus on things that are absolutely necessary. For instance, on SEO, social media ad campaigns, PPC campaigns, etc. This is owing to the fact that most of the world is indoors and online.
Rethinking The Marketing Strategy
During the next few months, the entire focus will be on how the world adapts to the changes that will be imposed on the normal way of life. Along with these changes, trade, and commerce as we know it will be hampered and take a hit. To combat these changes, it is absolutely imperative for brands to be able to readjust their marketing strategies.
Owing to the restrictions in movement and social gathering, any and all marketing campaigns involving social gatherings and meeting face-to-face, will have to be halted. This is especially so for companies whose services and products are based entirely on this, for instance, event management companies who have to organize events where numerous people gather together in a certain location. In such cases, it important to move events online. Everything from music festivals, to academic conferences, are doing so.
Focussing On Content
With the vast majority of the globe spending their time indoors, more people are online than ever before. Therefore, it makes sense that the best for a brand to exploit such a situation and attract more customers is to offer engaging, interesting and interactive content that offers them solutions in terms of their pertinent needs to the services that you are offering as well as in terms of keeping them entertained.
Secure The Top Spot
SEO has also become even more critical for brands than ever before with everybody seeking alternatives for their most loved products and services online. The best way for brands to exploit this demand will be to take the top spots for pertinent keywords to their own products and services, through continued and incessant search engine optimization.
On the lookout for the best SEO company offering the most suitable and best SEO services for your brand in this time of the COVID-19 crisis and the nationwide-lockdown? Then, get in touch with Open Designs India, one of the most well-recognized and best design companies in India. We can help readjust your existing marketing campaigns so you can exploit this time of crisis and beat your competitors!
Return on Investment is a measurement that is used to evaluate the efficiency or profitability of your investment. To put it in simpler words, it is used to directly measure the amount of return on a particular investment. It is one of the most popular metrics used by businesses worldwide to measure the performance of an investment. More people prefer Return on Investment as a reliable metric because of its simplicity and versatility. The calculation will not be complicated and it can also be an efficient rudimentary gauge of an investment’s profitability. It can be used to calculate returns from other investments, thereby allowing on to measure all types of investments involved in business and transactions involved in it.
Digital marketing is one of the ways in which you can boost the business sales like never before. Having said that, considering how reliant everyone has become on digital marketing, it is all set to rule the future. Here is why –
- The extent to which people these days are using the internet throws light on how increased internet usage would be in the days to come.
- Digital marketing is an excellent way of building brand awareness among people.
- All the digital marketing strategies put forth by the companies can be monitored as well. The expectation vs. reality picture becomes way clearer now. This further helps in opening up doors for improvement, if any.
No. Digital Marketing and Digital Branding are different from each other. Digital Marketing focusses on promoting a particular product or service, highlighting its benefits and how useful it would be to the consumers. Digital branding on the other hand is much more subtle and highlights the personality of the company or brand as a whole. Products and services will come and go. Digital marketing strategies will change to suit the seasonal needs or are tailor made for the product in question. However Digital branding is like a long tern digital marketing strategy to bolster the reputation of the company. It communicates what are the core values of the company and what they do to upkeep those values to give the best customer experience.
By now a lot of businesses have realised the importance of good web design. However there are some important principles that need to be followed to ensure that your website turns out perfect.
- Ensure the website loads fast, as this reduces website abandonment.
- Show your intent on every page so customers landing on any page are aware of what your business does.
- Keep it simple so you don’t distract visitors from their purpose, with too many elements.
- Make the navigation as easy as possible, with any part of the website accessible in 3 clicks.
- Maintain the hierarchy in the layout. You don’t want your customers to keep scrolling back up each time they want to refer something.
- Use simple, attractive and value adding content that can convince visitors into becoming customers.
- The site must be mobile friendly for customers to access it on the go.
Your website is the first impression that an online customer gets of your business. It is important to make a positive impact on your clients. The website design has the potential to convert a random visitor to a customer and boost organic sales. A great web design will keep customers loyal to your brand as they find the platform comfortable and convenient to use. It provides a good UI/UX to your clients and nurtures your leads. Better the website design, more the engagement with it, bringing in more traffic. It improves the accessibility of your website to a wider audience. It has a significant influence on the brand image and it is important that you get professionals to design your website.
It has come to a point that a business is only considered successful if they have a strong online presence. This is evidently done by creating a dedicated website to the brand. The benefits of owning a website for your business are,
- A credible repository of information on your business
- 24 x 7 customer access to your business
- Boosts interaction with the brand
- It helps expand your market reach
- It improve brand awareness to a global scale
- Provides you with valuable consumer insights
- Helps you beat other competitors with online presence
- Access to all digital modes of advertising
- Makes information exchange easier
Digital Marketing has become an essential part of today’s business world. It has become so competitive that traditional marketing methods are no longer as effective as before. Digital marketing can improve your conversion rate, boost traffic to the site, keep your customers engaged, helps you understand the market and customers with valuable insights, increases your reputation, and is generally cost effective. Most of your online customers are using their mobile phones to access your site. Digital marketing helps make your business more accessible to mobile users, who make up nearly 60% of the clientele. It makes the entire customer journey more interactive and memorable, bringing you loyal customers, who come just for a good user experience. Digital marketing can also be automated, freeing you from the hassle of keeping track of the campaigns.