Adaptation Is the Keyword for Digital Marketing Carried Out During the Crisis

hoymonte2

Imidiata listed 4 main challenges for companies during the restriction period, with tips for overcoming them, adapting to new consumption habits and continuing to grow at the current time. How to maintain your brand’s relevance during the crisis The impossibility of stores, bars, restaurants, gyms and other establishments to work due to the phase of restrictions throughout the state of São Paulo causes concern among business owners. Not only Imidiata but the entire digital marketing industry believes that it is necessary to continue studying to find opportunities in the market, without leaving empathy aside. The Kantar Marketing survey carried out with more than 35 thousand consumers found that 70% believe in the use of an “uplifting tone” and only 8% think that brands should suspend their advertising during the pandemic.

Therefore, we have listed the 4 main challenges number database for companies during the restriction period, with tips for overcoming them, adapting to new consumption habits and continuing to grow at the current time. 1 – REDUCED MARKETING BUDGET It's normal to need to cut some costs, we take a little from here, a little from there, everything to continue surviving. However, avoid the following logic: why continue investing if I'm going to sell less? Research shows that maintaining or even increasing the budget during crises provides a better recovery after the crisis period. This when marketing is done well, analyzing ROI and other metrics. Additionally, paid media has become a bigger opportunity as people are using the internet and social media more. With fewer companies investing and a greater number of audiences available to receive ads, the ad auction reduces the price. If possible, even if in a small way, continue investing in Ads. If there is no other way, focus on Performance Marketing to get the most out of what's left.



STORE CLOSURES If you don't already sell online, your business will likely cease to exist soon. It's time for those most resistant to technology to abandon their prejudices. Technology starts to play an essential strategic role and not just a superficial presence. The tip here is to integrate your entire offline customer database with the information that will be used in online campaigns. You will realize that investing in technology is the best, if not the only way to have a strong brand today. Furthermore, offering alternatives that do not affect social isolation are also valid. 3 – REDUCED DEMAND If you are not in the healthcare sector, it may seem like you have nothing to add about the pandemic and its consequences. However, maintaining communication and positioning on sensitive issues demonstrates empathy, which generates identification on the part of the public.