The Covid-19 pandemic has given birth to a new way of living. Brick-and-mortar retailers were already losing business; now the lockdowns and stay-home orders have crippled the market even more.
The internet is the only place without quarantine, and where you can 'meet' old and new customers without any physical contact. Companies who had already begun to make use of the digital marketplace have an advantage. But having a website and social media presence is not enough. You need to build brand awareness through digital marketing and increase traffic to your business pages.
STRIKING THE BALANCE
One positive of the pandemic is that isolation is pushing people to embrace more screen time. As per a Nielsen Report on Covid's impact on the changing landscape in media, mid to the senior leadership of most organisations, including consumers from 35 to 44 age bracket increased their internet consumption by 11% while millennials observed an average increase of 5-7%. Similarly, prominent platforms such as Facebook (+18%), TikTok (+20%), Instagram (+20%), and Whatsapp (+17%) have all witnessed rises in the number of sessions per week per user.
For most businesses, both B2B and B2C, this is the time to realise that digital is the prominant and safest way to reach your customer. However, at a time when the whole world is experiencing distress and general anxiety, it may seem insensitive to promote your brand - unless yours is a medical, pharma or social brand that's helping people in these difficult times or you are marketing daily essentials.
This is the time to concentrate on digital marketing to build and maintain brand awareness. Here are some ways to do it without harming your reputation or appearing insensitive.
Develop flexible and relevant communication
Running the same campaign more aggressively isn't enough. Your messaging should evolve as per the current situation.
You could create communication that answers your customer's doubts and fears regarding your business. You could build messaging around the need to follow Covid protocol. You could strive to clear confusion caused by inaccurate rumours and myths. You could design interactive campaigns to stay connected and top of mind.
Use digital to kickstart strategic business discussions
Explore advancements like Facebook, LinkedIn and Instagram Live to build connections with your TG. Collaborate with content creators and key opinion leaders in your domain to use engagement platforms like Zoom and Google for discussions, knowledge sharing and awareness programmes.
Associate with good. Do good.
The world craves good news. Associating your brand with positive stories can help maintain awareness and build goodwill.
Digital is the ideal way to talk about any charity/CSR activities you are involved with. With the help of microsites and socialmedia platforms, you can benefit with more reach and visibility for your charitable efforts.
Review. Revamp. Refresh.
With the economy slowing down, this is the ideal time to update and revamp your digital presence. This is the time to adapt and innovate. If you don't have a digital presence, create one. If you do, use the ‘slowdown’ to review it and modernise it to make it more relevant, dynamic and impactful.
After all, even when the world gets back to normal, the internet is going to be an increasingly important part of the 'new normal' lifestyle. Businesses will have to explore web and social media platforms where relationships can be made and brand reputations can be fostered.
DIGITAL MARKETING WITH INTERICS
Interics IN-DIGITAL is a full-services digital marketing agency in India thatuses a variety of proactive and reactive strategies to create a positive image for your brand. We leverage the availability of user data and rich targeting capabilities to create digital advertising that helps you to connect with your audience.
The aim is to drive business growth through superior customer experiences that deliver brand and consumer value in the digital economy. Through a customised combination of Content Strategy for digital marketing, Social Media Strategy, Digital Advertising, Website Design and more, we tailor digital marketing solutions for powerful digital brand experience and measurable brand impact.
Interics IN-DIGITAL has decades of experience serving its clients as a reputed website design company and digital marketing agency. It is also well known as an effective SEO agency and social media marketing agency.Digital brand experience, brand reputation management, social media marketing – whatever your brand needs to sustain through these challenging times, Interics IN-DIGITAL can provide.
As a top branding agency India, and strategic brand consultants with over 25 years of rich experience in brand building and graphic design, we harness market research, design intelligence and brand strategy to create effective Packaging Design that attracts and communicates with the consumer with compelling design that’s functional, aesthetic and clutter-breaking.
Brands are integral to good Business. Branding is a powerful mechanism for businesses to be relevant yet stand out in the ever-evolving and competitive market landscape at the same time connect with the business’s audience.
Interics IN-BRANDS specialises in anticipating changing business, market and customer needs for developing Future-ready Brands that set new benchmarks and generate a high resonance with audiences; while ensuring integrity and scalability across diverse platforms.
From Comprehensive Brand Strategies and Image Building Programs, to design thinking based interventions, to uplifting the brand cause for social impact, and clutter-breaking packaging design, we focus on bringing together both intangible and tangible elements and guiding principles that would build engaging Brand-driven experiences that ultimately strengthen Brand recognition and Brand loyalty.
Interics also offers carefully planned and seamlessly executed brand launch services with marketing communication design to ensure Brand unity and manage sustainable Brand and business impact across media, regions and business levels.