How To Adapt Your Digital Marketing Strategy to COVID-19
We’re all coming to terms with the evolving COVID-19 situation and figuring out how to adapt. It’s difficult to find clarity in the uncertainty – which is why we hosted a webinar this week on the changing media landscape and implications for digital marketing.
Using the information and aggregate data we have available across our resources and client base, we shared a snapshot into the consumer behaviour changes we’ve observed so far:
All forms of digital video have shown growth.
Consumption of online news media is surging as captive audiences are seeking information.
Source: SimilarWeb, 22 Feb – 20 Mar 2020
Consumption of all forms of social media is on the rise in Australia.
Desktop has (re)overtaken mobile in shopping and eCommerce as fewer people are ‘on the go’.
Display ad costs are decreasing.
You can watch our webinar in full to get a better picture of:
- How the digital landscape will unfold
- What the shift in consumer behaviour means for how we should communicate with our customers
- How to adapt to the new normal
Ultimately there is no universal rule on how to move forward. However, past economic lulls have indicated that brands and companies who maintain a market presence bounce back more quickly. It’s time to be authentic and as helpful as possible for your customers. Do your best to keep up communications given the circumstances.
- As demand goes down inventory will become cheaper, so there is an opportunity to gain awareness at a lower cost.
- Maximise your efforts around owned and earned media to continue dialogue with previous customers (email and social).
- There is going to be a captive audience on which you can test branding initiatives.
- Try to make investments that will optimise your post-virus situation e.g. projects like SEO, website, and content marketing are ‘evergreen’ and can strengthen your long-term position.