Recently in our webinar, “Enabling the now of Digital Marketing” we reviewed some of our survey findings which takes a look at the marketing proficiencies and priorities of 30 brands across APAC. The majority of responses showed that marketers were either not prioritising areas of digital marketing or they were clearly lacking in knowledge and execution. Since the release of our 2020 guide, we’re confronted with a new reality – just how different should we treat digital marketing in the context of COVID-19?
Spikes in global internet traffic suggests that consumers have gained an appetite for life online – whether it is getting updates on Coronavirus or to pass the time through online gaming or just having a laugh at cat videos.
Coronavirus content currently dominates consumers’ time online across markets, income groups, gender and most generations – except for Gen Z (1995 and after). Instead, Gen Z are more likely to be listening to music (71%) than searching for coronavirus updates (67%).
Aside from coronavirus content, people are consuming a wide variety of entertainment content online during the outbreak, such as listening to music (58%), watching movies/shows (49%), watching funny videos (42%), playing games on mobile (40%), and looking at memes (32%).
So… What’s next for digital marketing? Can digital marketing be the enabler for businesses to continue operating during this time?
We revisit some of the questions from the webinar to share our perspective on the role digital marketing has to play in the days of COVID-19.
Getting started and pivoting towards digital marketing
Going into digital marketing for a non-digital company can be frightening. What would be the very first steps to take in terms of tools and platforms?
This is less about platforms and methodologies, and it’s more a question on culture. Businesses need adopt the right mindset – with a majority of people working from home, the lines between the world of digital and business have converged. The omnipresent audience can no longer be ignored.
Make data your friend
How can data help in a time when we see brands cutting their spend?
Data is crucial part of determining marketing and business ROI. A continued investment in data allows brands to understand the kind of impact that their (remaining) spend is making. Even without spending on paid media, data provides the ability to monitor the impact your organic content is making.
At the very least, it will allow for brands to spool up quicker once they are ready to reinvest in marketing again.
Advertise on social media
Is now a good time to cut ad spend on social media marketing?
At this point in time, across all demographics, Facebook is used the most to find and share information about the virus. Using this as an example, this means that more people are spending more time on social media. Removing investment here, simply means you are removing the opportunity to continue to engage with the social media-centric audience.
The great thing about advertising on social media is that it doesn’t cost a lot – you can gain a follow or click for as little as 5 to 25 cents each.
Tip for B2B brands: Take the opportunity this time to grow your presence on social – both your audience and your community, which is what your audience is part of. Own a topic or a perspective and create always-on content that resonates.
Take the downtime to improve discoverability
Can brands survive without a website, just a social presence?
Social is an integral part of in helping your business gain awareness but sole dependence is not the way to go. Social is a key part of a consumer’s journey but so is search – it is the starting point for most consumers. Social comes in to aid the top funnel. In order for your brand to be discovered, you need both.
Many small and medium-sized businesses can be hesitant to invest in a website. The good news is that there are website service providers and tools that are cost effective. WordPress content management system, for example, is free and is great launchpad for entrepreneurs.
Adjust lead generation efforts
Should we stop our lead generation efforts knowing that people and companies are now in a distressed situation?
Pushing out your brand’s messages through content and organic marketing is not necessarily going to hurt so long as you are not capitalising on the current situation. It is important to reinforce the fact that your brand or business will continue to be the service provider your audience looks for whether it is during or after COVID-19.
In short, it’s not about turning the tap off completely but rather refocusing your efforts in the right areas and channels for a longer-term effect. This is especially so as people are spending more time online – they’re Googling more, sharing more content and spending more time on social media platforms.