In the present unfortunate circumstances that the world is dealing with, the global economy is one of the many areas that have been hit by a truck. Companies around the world are facing challenges in the wake of COVID-19 outbreak on account of restrictions on economic activities and disruption in the international trade channels.
When the 2008-2009 recession hit the world, the primary course of action by companies was to slash the marketing and promotional budget to mitigate the amount of expenses incurred by them. Back then, businesses did not even consider an alternate approach to physical marketing. However, twelve years hence, with the increasing ambit of the internet, we can see a change in the mindset of a lot of companies. Corporate houses, big and small, are shifting their strategy to allocate funds to digital marketing amidst COVID-19 crisis. Given that face-to-face meetings, conferences and events are experiencing an all-time low at present, a number of companies are working towards web-marketing.
With almost everyone quarantined or self-isolated at home, internet usage has increased by leaps and bounds. Considering people are spending most of their time in the virtual world, it is advisable that brand managers, companies, startups and proprietors switch to digital media for promotion of their brand. The following are likely to build / enhance your brand even in these extraordinary times:
- Connecting with customers on social media - Customer relation is key for every business to sustain, so reach out to your customers and those in need and show empathy. With everyone glued to their computers and mobile phones, this is a great time to amplify your company's social media presence and activity chart to make sure that the algorithm is keeping you ahead of your competitors;
- Building brand awareness - Since physical marketing is not an option presently, building your company's website content, making it more consumer friendly, interactive, and increasing the exposure effect is definitely going to work in your favor. Hence, search engine optimization is one of the most efficient ways of reaching out to as many people as possible; and
- Streaming online events - Hosting events online and publicizing them through mailing lists is one of the ways to create awareness. Since your customers are craving for any sort of entertainment, live streaming of product launches, live chats with brand ambassadors and live performances by artists in association with your company could turn out to be a great promotional boost.
The above are only a few ways to maintain the brand's popularity and awareness. This phase is not going to be here perennially but adapting to the present situation is what will help all of us sustain the normalcy. Use digital media platforms to promote your brand and keep collating evidence of use to enhance your visibility, brand value, goodwill and reputation.
This will end, but till then, stay safe, stay indoors and be online!