Digital Marketing during the current market recession
The present pandemic has caused all businesses to press pause on operations. From giant companies to start-ups, industries witnessed a moment of darkness as they couldn’t anticipate their next move. The weight of the burden of uncertainty fell on the shoulders of digital marketers who found themselves in unchartered territory.
When a pandemic hits, people re-evaluate the things they are investing their money in. People think harder about why they are purchasing a product or service. Hence, this is not the time for digital marketers to sit back and blame the recession.
According to Quartz India, many e-commerce websites fear going out of business as they are deeply affected having being excluded from government announced relaxations. Although some are trying to stay afloat, what does the future hold for the e-commerce industry if the current situation worsens? Chumbak, a quirky brand that sells apparel, home decor, and stationery, allows people to place orders right now but stand to receive them only when deliveries will be permitted by the government. While it is a nice feeling to be able to shop again, is that the only way companies can sustain this recession? Order now and countdown together until the delivery date?
Giving up on continuing to position your product and retain customers, is not an option either. Since the pandemic affected regular business, some companies have done more than post a message addressing why all operations will be stopped temporarily. These companies are reminding customers that they are side by side, walking through this darkness and will still be here after the situation has passed.
To help you understand how to navigate around your business and customers’ interest in it alive, we offer 4 golden tips that can improve your action plan. They are
- Conversations with customers
- A step back to learn
- Review your online persona
- Drive conversions
Conversations with customers
This is a good time to hear what your customers are saying. With everyone turning to the internet and social media for solace in these tough times, you can easily connect with customers. By connect, no reference is made here to promotions and marketing e-mails. Interest your online following in fun quizzes, shout-outs for a task they completed today, or host an online challenge. The ideas are countless, but the moment you turn the focus light on ‘Me. My Brand. My company’ people will lose interest.
You must understand that people don’t have any interest in making purchases unless you are selling essential commodities that can help them survive these tough times.
TargetG is socially engaged with followers on Instagram by playing a game of ‘Identify the brand’.
A step back to learn
Now would be a good time to review your marketing strategy. With low demand, take a step back, analyze what can be done better. Identify room for improvement and follow step 1.
Review your online persona
Companies often make the mistake of either giving too much information on their website or too little. As previously mentioned, people are exploring every inch of the internet with free time on their hands. Make your website stand out. Ensure that information about your product or service is direct and easy to understand for first-time visitors.
Share your best customer reviews, testimonials, and stories so that people viewing your website or social media page instantly have a good impression of your brand and the work you do. Re-look at your website. Is it easy for visitors to navigate and find what they are looking for? Invest in your website and social media pages to give visitors a satisfactory viewing experience.
Myntra- one of the leading fashion applications in India- was forced to stop deliveries and people from placing orders due to the situation. But that didn’t stop customers from opening the app or visiting the website. Myntra has teamed up with influencers to produce in-house content. M-Studio was recently launched through which users can get personalized celebrity and influencer content.
Another example is Cult.fit. Who thought the new definition of fitness would make people sweat through their live online classes? That’s right! Cult.fit brought in their best trainers and guest celebrities like Nora Fatehi to keep the workout going from home.
As one of the top digital marketing companies, TargetG can help you re-connect with your customers, build your target audience, and support you with digital marketing services because companies need a strong online presence now more than ever.