Effective Marketing During A Pandemic
As businesses are still recovering from the effects of the pandemic on
the global economy, marketing has once again become an essential tool.
Now more than ever, brands need to keep an open channel of communication
with their customers. Getting the tone right is a hit or miss. One wrong
word could be the difference between conversion and migration of
potential customers.
Brands must maintain an empathetic front while producing content for
their consumers. While humor and wit are usually sureshot devices to
grab attention, doing the same during such a crisis may be perceived as
insensitive behavior. Consumers will take kindly to enterprises who
sympathize with the daily struggle of the average individual if they
don’t feel targeted by advertisements and product campaigns. With
lockdown still in effect in many places across the globe, web traffic is
at an all time high. Due to the same reason, the average content
consumer has become that much more pickier about what they want to see
on social media. Click-baits are officially a thing of the past.
Instead of pushing products and services in the marketing communication,
brands should focus on updates regarding the new measures and other
changes being implemented as a result of the pandemic. An assurance of
safety and quality is the priority.
The marketing budget is another controversial topic that comes with a
silver lining. Although it may seem counter intuitive, brands should be
doubling down on the funds allotted for such activities. While numerous
enterprises are cutting costs, ad rates have fallen as well. Turning
this into an advantage by investing in ads will result in far better
reach and impressions than ever before. This will allow the company to
engage in CSR and relief work for front line workers and those affected
by the pandemic.
Finally, business organisations must remain optimistic and hopeful. Now
is not the best time to make claims and promises that cannot be kept up.
Honest and transparent communication with customers regarding the
products and their availability will maintain trust and lead to less
chances of dissatisfaction. Avoid only using CTA (Call To Action) driven
messaging, as this could lead to the customer feeling pressured and
targeted.
While brands do need to adapt their marketing to the constantly changing
world during COVID-19, the essence of your marketing strategy will
remain the same, with the customer relationship being key and focus on
relevance, sensitivity, and information.
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