Emergencies like the Covid-19 pandemic , which require social distancing and isolation , cause profound changes in commerce and the economy. Because of this, the way you promote your business also needs to be different. You should use digital marketing strategies geared towards quarantine periods.
Namely, distance and social isolation imply that people stay away from each other. Agglomerations such as those that occur on public transport are not recommended. These two practices go hand in hand with the so-called quarantine (restrictive measure established by a government). Therefore, many people start working from home, part of the physical stores do not open their doors and commerce falls. How to maintain and promote your business in a scenario like this?
Here are some important crisis management strategies for companies like yours. Learn to adapt to change more quickly. Learn how to promote and keep your business alive!
- Visit and also read our post “Impacts of Covid-19 on Brazilian e-commerce”. So, look at the big picture of national e-commerce during this crisis.
DIGITAL MARKETING STRATEGIES IN TIMES OF SOCIAL ISOLATION
How to keep your company alive during periods of quarantine such as those already occurring because of Covid-19 and also those to come due to situations of public calamity such as epidemics and pandemics?
The answer lies in the correct use of Digital Marketing strategies. In times like these, companies like yours need to invest more than ever in:
Contingency Plan for Marketing
This is the first step towards recognizing what is actually happening and knowing how to deal with the crisis in the most appropriate way possible. A Contingency Plan allows you to recognize risks and opportunities and create disclosure actions in the midst of the new scenario that presents itself.
This type of plan should cover all sectors of your company. That is, it encompasses the sectors of Management, Customer Service, Logistics, etc. Indeed, it also needs to integrate Digital Marketing. It is this plan that will dictate what to do during crises.
- Visit and also read our article “E-commerce Contingency Plan”. So learn to design actions that will help you control emergencies and keep your business on track.
Digital Transformation and Marketing
Digital Transformation is a term that refers to the use of the most modern digital technologies to replace analog processes and thus optimize all sectors of a company like yours. It reduces errors, increases agility and provides more practical service.
The creation of a virtual store, for example, is a process of Digital Transformation and Marketing. In a crisis like that of Covid-19, which we are experiencing now, an online store is essential to promote products and to serve consumers who are in quarantine.
Through a virtual store, bars, restaurants, pharmacies, markets, construction material stores and fashion stores, among others, can advertise and sell their services and products 24 hours a day in full quarantine. In this way, customers will be able to shop online with more convenience and peace of mind.
- Access and also read the post “What is digital transformation”. Get to know the history, implementation stages and advantages for your business.
Marketing and Social Responsibility
According to a survey by the Ethos Institute published in the book “Administration, Secretariat and Commerce”, authored by the Telecurso TEC Program, consumers tend to buy more from companies that have an attitude of Social Responsibility.
Social Responsibility, for those who are not in the know, is a nomenclature that qualifies companies that carry out actions aimed at promoting the well-being of people in risk situations and emergencies such as Covid-19.
You will be able to work this in your company through Digital Marketing integrated with Cause Marketing. This will help you to create a brand with high Social Responsibility in the market, which will certainly increase people's engagement and loyalty.
- Access and also read the article “Cause Marketing”. Understand, therefore, how to work with this strategy.
Traditional Digital Marketing Campaigns for e-commerce
According to research by EbitNielsen , ABComm , and NZN Intelligence (click on the links to see the statistics), e-commerce has been widely impacted by the quarantine period decreed by governments to combat the spread of Covid-19.
These studies reveal that the number of new consumers in supermarket e-commerce rose 96% during the quarantine. In online retail in general, orders grew 30,5% and revenue rose 28%. In addition, 71% of Brazilians intend to increase the volume of online purchases in the coming days.
- Also read our article “How to deal with the increase in online sales” (during the pandemic)
In this scenario, if you already have an online store, then access and use the aforementioned research data as a basis for creating campaigns to promote your products via sponsored links, SEO content, and email marketing, among other digital marketing strategies. And don't forget to always pay attention to the most important metrics/ KPIs and optimize them.
- Visit our page “Digital Marketing Management”. In this way, purchase the package of advertising services carried out by the e-Plus agency for your e-commerce.
EVERYTHING HAS CHANGED AND YOU NEED TO ADAPT AS FAST AS POSSIBLE
At this very moment, researchers from different parts of the world are trying to develop effective vaccines and medicines to prevent and treat Covid-19, which has spread and claimed victims around the world. But these solutions won't come overnight.
In addition, without effective barriers, Covid-19 can return in other seasons, which will require more social isolation. The fear generated by this situation will make many people leave their homes less and less. Soon, people will buy more online than physical retailers in the coming months and maybe years.
Alongside this pandemic, companies across all sectors are discovering the potential of remote work ( home office ). Soon, many of them will realize the advantages of this resource and adopt it partially or fully. Then, the generations that have grown up in a digital environment will know how to work this way much better than those who grew up in an analog environment. This may lead to new divisions of labor, which will generate multiple social impacts in the medium and long term.
Conclusion
As you can see, the game has changed completely and will probably never be the same again. Soon, we will have tough months ahead, it's true. But, at this time, better than regretting is trying to find alternatives to adapt. In this post, for example, I discussed the Contingency Plan, Digital Transformation, Cause Marketing and some of the most used Digital Marketing strategies. Use these and other tools and adapt as quickly as possible to the new scenario!
- Access and also read the posts "How to sell online in times of quarantine"and "How to sell products on the internet”. So, stay on top of various opportunities and ways of working in e-commerce.
