Rethinking Communications Strategy in the Wake of the Covid-19 Crisis
A data intelligence company, PredictHQ published figures that indicate that in February alone, concerns about the coronavirus led to about a 500% surge in cancellations and postponements of significant events. (Issue #134 — The Daily Data)
In the wake of this, smart companies are rethinking their digital marketing strategies since most have entirely cut off or are minimizing face-to-face meetings and adapting quickly to accommodate the change in their customers’ lifestyles. These times remind me of the 2008 financial crisis that was considered the biggest economic downturn since the Great Depression when most B2B organizations decided to play it safe by cutting their marketing budgets.
Besides the fact that digital marketing does not require face-to-face interaction, its major advantage is that it is quantifiable. You can effortlessly get a good picture of your spending return on ROI (Return on Investment). As many individuals around the world have to stay home or are in quarantine as this pandemic spreads, it would be a good time for marketers to begin to review and redefine their marketing strategies and messages.
This is also the time to fine-tune and reset goals for your marketing campaigns, your organization’s visibility as well as your promotion strategy.
You may have to pay attention to Content Marketing — initiate ideas for your next newsletter and updating your customers on everything they’ll need to know by sending product/event notifications to your customers.
It is also important that you maintain a healthy relationship with your customers by strengthening your engagement with them. Indulge them more with fun messages (or perhaps encouraging messages) as the stay-home/isolation conditions will inevitably lead to feelings of boredom and isolation, and yes, the open rate will be higher since people are naturally turning to their smartphones for comfort or distraction.
Employing the use of SMS marketing (or other instant messaging channels as provided on Termii) will allow you to maintain normality in your communication flow with your customers in these quarantine conditions and will give you a competitive advantage over competitors who are slacking behind.
Hopefully, this pandemic ends soon, however, if you can accommodate and offer your customers value in this time by strengthening your communication and engagement with them, you will no doubt win their loyalty and their willingness to spend again.
PS: Remember to stay safe and don’t underestimate the importance of washing your hands.
Cecilia Abegunde, Digital Support Termii