Now, more than ever, businesses need to ensure their digital marketing is effective. At the same time, COVID-19 has changed the digital landscape.
Worldwide shutdowns have changed both consumer and business habits, and advertisers need to adjust their digital marketing as a result.
Having seen the impact across several industries, here are four of our recommendations on how to adjust;
1. Adjust Your Messaging
Ensuring your messaging is relevant is the most important adjustment you can do for your digital marketing.
Everyone has been affected, and so your messaging needs to;
Here are a couple of excellent examples;
2. Update Your Website
We’re not talking about a redesign or redevelopment, the current state is temporary and so a temporary notice will be sufficient.
What exactly that looks like will vary on your product or service, however consider the following
Here are two examples of banners that reflect different messaging needed for both businesses
3. Consider Facebook & YouTube Ads
Comparing the start of April to March, we’ve seen average CPM on Facebook fall 21%, making now a relatively cheap time to use the platform.
This can be attributed to the rise in ad inventory, with more people on Facebook while in shutdown, and a drop in the number of advertisers.
The graphs below (from the New York Times) show how use of both Facebook & YouTube has increased, making now a better time than ever to be using both ad platforms.
4. Invest in Top of the Funnel
Where possible, invest in top of funnel activities to increase your brand’s awareness.
A McKinsey study of nearly 700 companies from the 2008 financial crisis shows that making counterintuitive moves (such as increasing sales and marketing expenditures) can improve a company’s position when the recovery begins.
If you can invest in effective brand awareness over this period, you’ll benefit when your customers are more ready to buy by being front of their mind.
Consider the following;
Here are two examples of this in action, from two completely different companies