Marketing in time of Corona

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Marketing in the time of Corona

(4 minutes read )

Most businesses are now faced with the fact that we have to change our way of working to keep ourselves and our dear ones healthy. Some of us have to figure out how to work from home for the first time. Also, some of us have to figure out how to stay in the game as our customers move online. Let’s look at a few points on which Marketing in the time of Corona should focus on.

How has Coronavirus affected customer behaviour?

Based on data from buyers from all over the world started to order more online.

E-commerce has been largely impacted by Coronavirus. In March this year, Italy alone had an increase of 90% in registered online shoppers compared to the same period last year.

In the table below we can see how online purchase behaviour changed by the country and to what extent.

coronavirus buyers behaviour

This statistic is based on the daily COVID-19 / Corona pandemic survey conducted by Statista. As of March 29th, some 52% of respondents in the United States stated that they had deliberately purchased household cleaning products online instead of offline because of the pandemic.

Also, a lot of meetups, events, classes were cancelled and many companies sent their workers to work from home.

Search terms like “working from home“, “remote working“ and “best webcam“ hit their peak of interest as businesses had to organise home offices. 

Google Hangouts, Zoom and similar conference platforms are in big demand. People are working more remotely and this is a convenient way of communicating. There is also a prediction that increased demand for these platforms will indirectly increase the demand for faster deployment of 5G networks.

What should Marketers do in this unpredictable time of Corona?

As for the Marketers, the Corona crisis has made businesses focus more on the online world in a very short period. Thus has accelerated the already ongoing process of digital transformation. This is a perfect time to reach out to their target audiences. Both young and older customers spend more time online. They are looking for products, services and quality content. We have to make sure that their needs are met efficiently and precisely.

A lot of companies might want to cut their budget for the marketing department. This crisis is different from any other we have faced. Our audience is online, therefore big cuts to SEO or other Marketing functions could bring long term damage to your online brand and position.

On the other hand, this is a great time to review your marketing strategy. Try to follow these steps:

  1. SEO – review your organic rankings and improve them.
  2. SEA – if you are unable to roll out services you were planning to provide in the near future, it is ok to stop temporarily the run of related ad campaigns and regroup.
  3. Content Marketing – Use this time to invest time into Video, Webinar or Podcast materials that you have postponed earlier. Generate as many possible ideas for new blog post
  4. E-mail Marketing – Use it to transmit your idea, message, and/or digital events more directly and in a personalised way to your customer personas.
  5. Social Media Marketing – People are stuck at home and have much more need and time to be connected with others. Create the perfect video for TikTok, the best photo for Instagram, that great article for LinkedIn etc. Measure the reach and results, reanalyse your strategy and strengthen your connection with the audience.

It is important to bring life experiences to the online community, use the data to make it more personalized and meaningful.

In this time of Corona crisis, strengthening your online marketing will bring you some stability and this effort will pay off –  both in the short-term as well as in the long-term.

Dear readers, take care and stay healthy!  

Author: Borka Hajdin

Published: 02.04.2020.

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