HONG KONG, CHINA – Media OutReach – 14 April 2020 – COVID-19
has changed the way companies around the world conduct their business. As a
digital marketing agency, First Page Digital Hong Kong has been able to observe first hand that while certain
brands might be experiencing a huge increase in sales, the vast majority of
businesses like restaurants, event organisers and more have been hit hard. But
no matter how dire the situation might seem, there’s always a way around it for
businesses who are willing to adapt and pivot their messaging to meet the needs
of customers.
So how has the approach to marketing changed?
Pre COVID-19, marketing budgets were
distributed amongst print, TV, outdoor, event and of course digital channels.
But during the pandemic, businesses are having a hard time making offline
channels worthwhile. The digital landscape, on the other hand, is a burgeoning
scene. According to Virgin Media, media consumption “was up 90% on Monday, the
first day of school closures” thanks to COVID-19. This comes as American
adults are already spending “over 11 hours per
day listening to, watching, reading or generally interacting with media.”
While businesses have traditionally favoured
marketing strategies that were much more product and service-centric to drive
more conversions and sales, the goal has switched to brand awareness.
Businesses who are willing to pivot their approach are turning to the digital
landscape when it comes to allocating their marketing budget as social media
platforms, your own digital channels and influencers are all great investments
for this purpose.
Using “Support Marketing” to position your
brand
However, it comes as no surprise that during a
pandemic much of this huge audience isn’t looking to make huge purchases or
sign up for new plans. Above all, they’re looking for support in a time of
need. But marketing has always been about providing value. So if you’re not
directly driving sales, how can you stand out?
Navigating your digital marketing presence
during a pandemic is about creating content that will make people’s lives
easier in some way or another. You need to find new ways to connect with
people, educate them and even just entertain them. By humanising your approach
and carefully crafting your brand message to implicitly (or even explicitly)
suggest that your brand is there for people throughout the crisis, you’ll be
remembered favourably when things improve. Fluid, sensitive and transparent
content that provides a tangible benefit to people’s lives is how smart
businesses are turning to digital marketing for everyone’s advantage.
Being able to say that “we were there for you”
when times were rough and then adapting your message back to one that helps you
remarket contacts and a new audience is key. It will be instrumental in
transitioning all the brand awareness that you gained during the pandemic
towards new conversions and sales. Besides, aspects of digital marketing like
SEO are inherently long-term strategies. Investing in digital marketing now
ensures that in time, your business will thrive and come out on top of the
competition.
About the company
First Page Digital Limited is a Hong Kong
based marketing agency specialising in SEM/SEO and paid media. It offers
digital services to B2B and B2C companies in Hong Kong. With advanced industry
knowledge, cutting-edge strategies and thousands of successful digital
campaigns under our belt, we’re confident in what we do.