Health above all!
We must now reach past the shock stage. COVID-19 is having a sweeping impact on business. COVID-19 is accelerating digital marketing transformation and automation.
User behavior has shifted
- Lives have been massively disrupted, and digital channels are ever-present.
- Clients, prospects and consumers still reachable, more interested in engaging across digital channels.
- Consumers turn to e-commerce for goods historically purchased in person.
- All looking for brands to trust. Brands of the next 10 years are being built now.
Brands adapting quickly will succeed
- Brands that pivot and there now, build loyal and lasting relationships.
- Brands turning to channels that perform, shifting traditional marketing to digital.
- Less travel, less trade shows, more online.
While every business model is unique, now is a good time to reassess and double down on digital marketing fundamentals:
Digital Marketing Strategic Planning
- Acknowledge the shift and impact on Value Proposition, Audiences, Messaging.
- Assess tone (empathy & authority) & review assets.
- Embrace digital & automation.
- Gear up for coming out strong on the other side.
Programmatic Advertising
- Audit Web analytics, media spend & attribution models.
- Review performance metrics, be willing to pivot, and shift media investments earlier in consumer journey, brand awareness & engagement.
- Pause if needed, at a minimum keeping the lights on for brand traffic.
Search Engine Optimization (SEO)
- Monitor demand-side behaviors.
- Audit technical SEO & Align keyword optimization
- Produce content, communicating means we’re all media businesses.
Marketing Technology Stack
- Evaluate your martech budget
- Rationalize Platforms
- Invest in CRM / Customer Data Platforms.
- Audit end-to-end tracking.
- Marketing automation initiatives.
Social Media … open for business !
- Business Continuity must be part of the war effort.
- Maintain dialogue with your customers.
- Use employees to activate social media multiplier effect.
