In the effort of slowing down the spread of the COVID-19 virus, stay at home and work from home orders have been enforced globally. As a result, we’ve started to see radical shifts in consumer behavior in the digital world. The more time people spend at home, the more time they will spend in front of their screens. This was shown in an article by Amanda Betsold, VP of Programmatic, iCrossing last week. Her findings indicated the following shifts in comparison to the previous week:
What does this mean?
We understand the difficulties that have been brought by the pandemic. However, if you’re able to, we highly recommend adapting your strategy to fit the shift in the market. Although we can expect consumers and businesses to be cautious when it comes to hard sales, investing in brand awareness by connecting and supporting customers can be key.
How can you respond to the current market?
You can respond to the current market by redirecting your customers to your online platforms whilst also shifting your marketing budget to digital. It might be worth reallocating your budget to focus on your best performing products and services and also ensure that customers reach you by rerouting office calls to mobile and adding a chat box on your website. In addition, you should leverage your social media platforms by spending some extra time connecting with potential buyers. Remember to keep your website and social media channels up to date to reflect any changes in hours, delivery, manufacturing etc.
You may want to consider pursuing any of the following digital marketing tools:
Google My business:
Google’s free and simple business tool can help your business manage online presence on Google search and Google Maps. Keep updating your listing to ensure that customers find you and share your news with them. To learn how to optimize your listing read our recent blog post.
If you’re already on Google, consider adding a Bing listing to be featured on Bing Maps to reach a broader audience.
Narrow down any online advertising with audience targeting to reach your target audience. Interests, behaviors, demographics and locations count for popular targeting categories.
Consider focusing on call-only campaigns, which encourages customers to contact you directly from your ad.
If you’re already advertising on Google, you might want to consider Microsoft Advertising to expand your brand and reach new audiences. Bing counts for about 36% of Desktop searches in The United States.
As consumers are spending more time at home and oh YouTub, you may want to consider video marketing to help drive traffic, boost brand awareness and cue consideration of your brand.
Create relevant content using trending keywords to show up on top of the search pages.