Lockdown regulations are implemented to curb the spread of Coronavirus, but these produce unique behaviors among consumers and demand unique approaches from digital marketing strategist too.
Social distancing economy has begun to flourish when businesses remain close and people stay home during the pandemic. This is because people continue to buy things while lockdowns continue. Only that they buy quite different products through different ways.
More and more people choose to go online to buy products today.
There’s a noticeable 20% of online traffic increase from average daily rate according to Verizon, 30% according to the European telco Telefonica, and 50% according to the web service provider Akami. Websites of news companies also report 57% year-over-year increase of traffic rates, as well as 56% more time spent by visitors.
Shopping is a big chunk of this web usage increase. This is because the social distancing economy circles on online shopping and delivery services. People are seeing this as a suitable solution to get what they need without violating lockdown regulations.
For example, data shows that online shopping gained a drastic increase between March 9 to 16, and it continuously rose since then.
Best Step a Digital Marketing Strategist should do
Marketers mustn’t ignore that the Coronavirus crisis affects people’s lives. A survey from Ace Metrics shows that 42% of consumers say discussing COVID-19 in ads is alright, 44% say it depends on the brand and its message, while 10% say it’s not a good idea.
Consider that the social distancing economy is the new norm these days. Hence, a digital marketing strategist should target the needs of the people, and deliver messages which tell about such new norms. Now, to identify the components of such norm, we gather ecommerce trends from over 20,000 marketers for analysis, and made a dashboard to look over the changes.
Through this time of constant and quick ups and downs, this should help marketers in coming up with the best decisions and face big problems. In this article, we show 5 great tips to help marketers keep their profit flow, while addressing the needs of people in this new norm.
1. A Digital Marketing Strategist should Concentrate on the Best Marketing Network
Advertisers have encountered a lot of drastic changes after setting budgets this year, and they already need to work more despite having less resources today. They need to keep their campaigns and businesses moving forward while dealing with smaller funds and less workforce. Meaning, they should concentrate on methods which deliver great results.
There are many possible steps, but one of the best is focusing on one channel to curb expenses while maintaining great marketing flow. Keeping a lot of marketing channels usually leads for businesses to compete among their own selves, and that’s certainly wasteful.
Concentrating on one channel helps advertisers avoid such scenarios, get better subscription, as well as keep the audience from experiencing frequency blindness.
Carefully bidding using bots and other automation methods also boost convenience and results. This circles on training AI bots to act as representatives for a digital marketing strategist, and only requires few adjustments for instant results. It helps avoid the need of doing frequent adjustments as well as the risk of over-expecting variables.
2. A Digital Marketing Strategist must Take Advantage of Loyal Customers
Many physical stores are closing because local governments ordered them to do so. That is why more marketers switch to online and ecommerce strategies from offline and physical markets. They take advantage of the increasing web traffic volume. It helps them keep a good connection with customers while physical stores are closed.
To directly pull it off, marketers keep in touch with physical store customers and let them interact with third-party data. Some examples are data from a customer relationship management (CRM) platform, customer data platform (CDP), as well as data management platform (DMP) providers among others. Marketers give third-party data to certain providers, and the latter comes up with certain audiences composed of online customers. It helps marketers take advantage of physical store purchase data covered by privacy, instead of aimlessly going for a large general body of audience.
3. A Digital Marketing Strategist must Capitalize on Retail Media
Many businesses depend on retail partners to gain more physical store sales, but they also want leverage on online sales today. Thing is, as previously discussed, these businesses don’t have data from point of sales. These marketers, however, would surely gain advantage when using retail media in connecting with customers on the web.
Retail media circles on letting a digital marketing strategist access inventories on retail websites that use native ads. Native ads easily reach customers while they shop for different products. It also includes ads which gather data from shoppers as they browse away from the site, while keeping great engagement and being friendly to customers.
Note that the needs of people drastically changes within the new norm.
This is why marketers should adjust their prioritized stock keeping units (SKUs), so they can meet such needs accordingly. Moreover, they should make sure of setting enough budget to keep ads up round the clock, since people are online more hours these days than the average.
Customers are getting used with this new norm of online shopping, so marketers should prepare multiple ad placements in their campaigns too. Think of dedicated physical store shoppers who are still searching for online sellers they can trust. Multiple ad placements help such people have a better and easier shopping time on the web.
4. A Digital Marketing Strategist must Target People who Actively Search In-Demand Items
Products such as lounge clothing, sleep, grooming accessories and webcam among others gain increased demands during the social distancing economy. Now, many marketers bring such products, but customers have no idea how to buy it. This makes reaching out to new audiences important for boosting site traffic, as well as increasing rates of actual purchase.
To do this, a digital marketing strategist should monitor product classes with high growth rates, then they use intent data to create specified audience demographics of customers who actively find and buy such items. Such data is then used together with other variables such as interest in brands, relevant product classification as well as demographics to identify new customer behavior during the COVID-19 crisis.
Good examples are those working from home since more and more people begin working within the comforts of their houses. They usually begin by buying laptops, then they go on purchasing supplies for their home offices such as furniture, document folders, binding supplies and organizers.
Marketers determine what possible things customers usually do at home during these days in identifying their shopping behaviors. Think of how people spend their time with family, work and personal wellness among other activities. This is how marketers identify what their target customers need, which helps them give more value to the audience.
5. A Digital Marketing Strategist must Establish Long-Term Customer Relationship using In-App Experience
Marketers also observe an increase with in-app traffic as more and more people spend their time on the web. An April 2020 app survey shows that about 60% or 3 out of 5 app users tend to buy through in-app features in a software they grab and install during lockdown. This is why marketers should make sure that users have satisfying in-app experience. It’s a great way to convert a possibly short-term app use to a long-term customer relationship.
Some of the best methods to take advantage with in-app features covers app remarketing of in-demand products, features and deals.
Say, a digital marketing strategist of in-demand products should implement an app remarketing campaign which targets people who actively look for such items all over the internet. It’s also helpful for marketers who are already doing remarketing steps. It helps drastically increase conversion rates, and higher chances of users using certain apps on multiple devices.
Things are constantly changing a lot while the COVID-19 crisis goes on. A digital marketing strategist should always keep themselves updated to face the new norm successfully.
Source: ESM Australia