Pinched budgets. Disrupted supply chains. A global pandemic.
The world has changed a lot in the last nine months, there’s no way around it. And if you have a lot of questions about what it all means for your business, know that you’re not alone. Among the most pressing we’ve heard is this one:
What should my business’s marketing strategy look like in the middle of a global pandemic?
To find out we brought in an expert. Here’s what Daria Gonzalez, CEO of creative & branding agency Wunderdogs told us about how to market right now, in her own words.
Now is the time to connect with the human beings behind the screens. This goes beyond pretty graphics on Instagram calling for unity and love, or sending thoughts and prayers.”Daria Gonzalez, CEO of Wunderdogs
#1: Marketing is now more vital than ever — don’t neglect it.
It’s become apparent over the past few months that lockdown and quarantine are here to stay, and we must try to get comfortable with that.
Digital marketing, e-commerce, consumer insights, communications, brand repositioning — these things are more vital than ever. Companies that fail to acknowledge this (and rethink their marketing approach) risk being left behind during this epic shift.
#2: Invest in a compact, data-driven & long-term strategy.
It is in every brand’s best interest to invest in a long-term marketing strategy rather than short bursts and fleeting campaigns. This is especially the case with a limited budget.
Companies need the agility and flexibility to be able to respond to sudden changes in consumer activity during these uncertain times. Having a long-term roadmap, reinforced with data and analysis, will allow your company to pivot quickly if the moment comes.
#3: Engage your audience on a human level.
Right now we’re simultaneously experiencing four crises: a raging global pandemic, a looming economic recession, a global warming disaster, and one of the largest collective movements against racial injustice — there’s a lot going on. Now is the time to connect with the human beings behind the screens. This goes beyond pretty graphics on Instagram calling for unity and love, or sending thoughts and prayers.
This is the opportunity to grow and engage your audience and enhance your brand by supporting local initiatives to address these pressing issues, reach out for feedback, engage your employees, diversify your workforce, and make your products/services more accessible.
With health and economic well being emerging as the top concerns for consumers globally, it is the duty of companies and brands to acknowledge this and meet them there. Repurposing products and services to accommodate health and safety, or embarking on innovative “home” solutions will go a long way to keep your market.
Take the time to identify brands, organizations and individuals that complement your company, and creative ways to collaborate with them.Daria Gonzalez, CEO of Wunderdogs
#4: Figure out now how e-commerce fits into your business model.
According to the World Advertising Research Center, global investment in e-commerce is growing exponentially compared to the broader online ad market, accelerated by COVID-19. Whether through advertising on e-commerce platforms or by reworking your product to direct more interactions online, consider how e-commerce can work for your business.
🚀 BONUS FUEL: Cheap Marketing Hacks
[EDITOR’S NOTE: If you landed here by skimming or auto-searching this article for the word “cheap,” shame on you. Go back and read the rest of the article first.]
In the same way as there is no such thing as a free lunch, there is no such thing as free marketing. Even if it doesn’t directly cost you money, it will indeed cost time, energy and resources.
With that in mind, here are a few cost-effective solutions for companies low on cash.
1) Quality content creation & distribution
Establishing your brand as a source of hope, joy or critical information goes a long way in driving engagement. The key to success is consistency in the frequency, quality and distribution of such content across platforms relevant to your brand.
2) Data capture as a means to community growth
People stay connected with brands and organizations that provide value to their life. Create as many opportunities as possible for consumers to remain engaged with your content through data capture and opt-ins, driven by incentives.
Take the time to identify brands, organizations and individuals that complement your company, and creative ways to collaborate with them.
Create a space for users to have dialogue and engage within your community and your company. Live streams on Youtube and social media, webinars, and chat rooms are great examples of how to facilitate community engagement.
Did we mention Wunderdogs is also a Rocketplace service provider? 🚀 Check out their profile.