Why brands rely on digital marketing during COVID-19 times?

On a company of any size the impact of COVID-19 is clearly visible. Even as the COVID-19 situation has turned out to be a total disaster for many businesses, hundreds of others have taken the consequences in their stride. Even before the pandemic businesses were already establishing their presence online.

Many companies by now have restructured their business by cost cutting measures, as well as by adopting contactless delivery options. In the list of business alterations another key point is the transformation in internet marketing.

Now, entrepreneurs and businesses realise that the shift might be more formidable and long-term than they ever thought with a nearly 100 percent increase in online sales.

Quarantine has impacted digital marketing and only those businesses that adapt to this new strategic planning and keep their businesses ahead of the curve will succeed during these changing times.

For brands big and small internet marketing is imperative as internet has become part and parcel of our daily lives. Building a strong online brand image is what businesses are now focusing as that is where their customers are.

According to a survey by Forbes, internet hits have surged by almost 70% because people are spending more time online.

Another study was conducted among digital marketing professionals that run or work for small or medium-sized businesses, teams, or agencies. Among the respondents were niche freelancers too.

The research highlights are:

No employees were dismissed from their positions in 60% of companies. They had no such plans in the future too. However, owing to COVID-19 related reasons, 24% of the survey participants confirmed that they or their colleagues were laid-off.

More than half of the participants had started working remotely.

More than 60% of companies opted for rerouting SEO budgets to PPC.

In the last several months less than 50% of businesses lost essential customers, while a few companies saw a surge in new ones.

While 9% of businesses were contemplating salary cuts, 40% of respondents confirmed their salaries were already cut.

While 27% experienced an increase in traffic, 28% observed the opposite.

Almost 20% of companies developed and put into action anti-crisis plans.

Almost 5000 people participated in the survey. The respondents were mainly from developed countries like Spain, Germany and the USA.

More men in the age group 22 and 35 participated in the study Among the participants were digital marketing specialists, SEO and PPC specialists, email, content and social media marketers. 

Fluctuations in sales

Almost 30% of respondents recorded an insignificant drop in sales, while a dramatic decline in sales were claimed by 26%.

The impact of the pandemic was different depending on business niche. A sales uplift was recorded by 18% of the survey participants.

There was no change in the number of sales for as many as 13%. 

However, for many entrepreneurs no news is good news during these tough times. But they will be relieved to find out that there is a shift in the online traffic volumes.

Many companies have suffered a slight sales dip and even a dramatic decline in their online projects. To stay afloat companies have to take action.

During these times change in marketing strategy is inevitable. And almost all businesses agree with that. What everyone is focusing on now is customer retention. Businesses have started paying more attention to their loyal customer bases because they know that it’s easier to retain a customer than to acquire new ones.

The strategy:

Offer discounts (23%)

Provide anti-crisis deals (19%)

Make specific services or products free (18%)

Adapt products/services costs to local currencies (8%)

Digital marketing companies are also taking efforts to retain customers.

Literally, customer-business relationships have become more personalized. At every step of interaction with the clients entrepreneurs need to make data-driven decisions and acknowledge their customers’ needs more than ever before.

Bottom line

In these difficult times responsible marketing is the key. Brands must establish an emotional connect with consumers. And brands have to be in front of their target audience and take efforts to create brand recall.

Many businesses are well aware of the new reality we live in and are formulating new strategies in running their businesses. They know that this situation is not going to last forever and their businesses are not going to close down. They are engaging in retaining the momentum, otherwise it is going to be harder to retain their brand presence later.    

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