In early 2020, marketing and media companies prepped for a busy year ahead, including the Summer Olympics and a contentious national election. While employees work from home the focus moves away from day to day running of the business and dealing with customers and more to online content, blogging, web design tweaks and other SEO tweaks. We all are giving our best for the company and are willing to dedicate more hours of work. To better understand how the pandemic has changed marketing and marketers, I sought insight from 9 C-level executives. This goes contrary to instinct with so many businesses now desperate for sales and cash flow in this era of the shelter-at-home orders. Commerce. Many companies have responded with innovative pivots that push them into new markets.
We are taking this downtime as an opportunity to update our products and add new products for the future. Businesses shut their doors and consumers were told to stay home, and that meant no more nonessential trips to the store. With charities being hit so hard, many with over 90% of their income at risk and 12,000 shops closed we have put most of our resource into helping. In fact, we have planned to go into even more markets, but we will be waiting until the crisis is over. In general, we know this will end; we just dont know when. However, we will most probably not resume paid marketing for the time being. Also, we are keeping a close eye on the current state of play with Building Site closures. And finally, real estate agents that made a 180-degree shift on its customer strategy. Were focusing heavily on messaging the moment and meeting people where they are at: Content for them to have fun with at home. However, Our SEO and content marketing strategy are definitely not going to change anytime soon as were already looking at post-COVID times. For example, shifts to omnichannel channels have been an essential way to pivot for many traditional businesses during this period, content marketing seems to be effective even for non eCommerce businesses while investing in SEO & RnD & product development can make the difference and show the way to revenue recovery. In 3 months, we plan to reassess our paid advertising efforts. Over the next few months, we will be investing the same in our marketing strategy. We decided to talk with 34 B2C, eCommerce, and retail businesses to understand how they have adapted to current challenges. Its imperative for business leaders to understand which of the new needs and expectations held by their customers will diminish and which will persist well into the post-pandemic world, because we must meet customers where they are heading, not where we want them to be. We all are giving our best for the company and are willing to dedicate more hours of work. We are modifying our product and membership offerings to better reflect our customers hybrid-fitness mindset., Lou Paskalis, President and Chief Operating Officer of MMA Global, Without a doubt, the value of agility, whether its creative problem solving, adaptive thinking, platform reinvention or greater reliance on real time customer insights, has risen to the top of skills that marketers are looking to cultivate or hire. Know More. Not the best time to be selling airplane cupholder! The best CMOs help their organizations not only hone their messaging but also support the companys transformation to a more equitable, diverse, and inclusive organization, thereby underpinning their brand messaging with authenticity, while simultaneously generating business growth and delighting customers., Grounding ourselves in the core belief that consumers make emotional decisions before making rationale choices. We also get your email address to automatically create an account for you in our website. Noticeably, online sales in the second half of March are substantially lower than the first half; while this is not uncommon, the degree that this has happened is significant. Roll up your selves and provide more value than ever before and provide more thanks and high fives to the team that is supporting and surrounding you., Gretchen Garrigues, held Global CMO roles at Manulife, First Data (Fiserv), and GE Capital, One major impact is the heightened importance of DEI across the U.S. For marketing, its not enough to just market inclusiveness or diversity, customers now expect real, measurable outcomes and for brands to commit to addressing social inequalities. We are in many countries, and the picture is the same with the decline. I calculated a 198.7% increase in online sales when I compared February to March (I didnt include our POS sales at the last tradeshow we did because I wanted an apples-to-apples comparison). Consumer behaviors changed quickly at the start of the global coronavirus outbreak. Those marketers who can leverage digital, social and trusted relationships should be well-positioned to navigate ongoing disruptions. A few customers are still planning future events and weddings. COVID-19 has required marketers to rethink how their companies go to market and engage with customers. My personal opinion is that sexual wellness companies will continue to thrive even more than usual for as long as this crisis lasts. According to a new McKinsey Global Survey of executives, 1 their companies have accelerated the digitization of their customer and supply-chain interactions and of their internal operations by three In early 2020, marketing and media companies prepped for a busy year ahead, including the Summer Olympics and a contentious national election. Coronavirus Marketing Trends: How 4 Companies Adapted Their Business Strategy. Since the effective lockdown for non-essential businesses in-store sales have been zero however, even before this sales started to slow from early to mid March, after a promising February. Weve increased our social media ad spend and are offering more discounts. Return goods are also challenging because some countries close their post offices. The foundation of the business has always been SEO efforts driven by guest post outreach and paid sponsorships. Were doing our best to make our products more financially accessible during the economic downturn by running sales and promotions. Those marketers who can leverage digital, social and trusted relationships should be well-positioned to navigate ongoing disruptions. For many, it was a rude awakening. In fact, the pandemic changed the brand preferences of a staggering 45% of US consumers. In Advertising we are continuing to maintain our levels of paid social work with more people working from home and on lockdown, we see this as potentially an opportunity for growth. Marketing expert Thomas Donohoe, author of The CEOs Digital Marketing Playbook, said Bud Lights strategy speaks to the way brands are starting to think in an age of multiple media outlets. In order to combat this we have focused more towards our online business which has increased by about 75%, Weve implemented a new subscription program (purchasing some software to support this on our website). Covid-19 created an irreversible trend for marketing to embrace a similarly nimble mentality. Completely understandable. Product cleansing with antibacterial wipes, Focus on Search Engine Marketing (Shopping Lists), Safety Measures & Open communication with employees, More content, newsletters, social media posts, Weekly educational series (Content Marketing). The 27 best Black Friday campaigns of all time (20 Argos Marketing Strategy: How the UK Catalog Retai FMCG Marketing Strategies to Increase YOY Revenue, Get Ecommerce Insights Right In Your Inbox. Weve been able to hire more employees and are producing almost double the product to meet the demand. Marketing expert Thomas Donohoe, author of The CEOs Digital Marketing Playbook, said Bud Lights strategy speaks to the way brands are starting to think in an age of multiple media outlets. If we have to make cuts, that will be the last type of marketing to go. Search Engine Optimization is the marketing activity we will maintain no matter what.

Here are 10 examples of companies that successfully reinvented their business. Were also running more discount codes. Some are operating normally or perhaps even seeing an increase in sales because theyre better placed to work remotely / digitally than competitors. As people have been forced by shelter-in-place orders to take their lives indoors, we have seen a rise of about 20% in the number of visitors to our most popular pages. It is a challenge when the planes are on the ground. is actually doubling in sales since the outbreak. As any other e-commerce business, ours was affected by the recent events as well. is actually doubling in sales since the outbreak. Here are 10 massively successful companies that reinvented their core businesses. The top 3 marketing activities that most businesses picked during the lockdown were: Content Marketing, Search Engine Optimization (SEO), Social Media Marketing.

Throughout the late 1800s, the company added money orders and travelers checks to its portfolio. We want to continue to market and stay top of mind so that we can be in a good position when things rebound. While we wont be spending money on immediate short-term digital marketing, I have decided to focus my investment in SEO development and content creation. Currently, we have not seen a drop in revenue or visits to our websites Build4less.co.uk and Insulation4less.co.uk. In addition, weve paused our advertising for traditional corporate office furniture campaigns and the like because not many companies are moving offices right now, and brokers arent really showing new office spaces either. COVID-19 has required marketers to rethink how their companies go to market and engage with customers. I almost hesitate to share that. Having analysed our web traffic during March compared to February, there has been a substantial dip (19.8%) in visitors. You may opt-out by. I suspect COVID-19 and the economic turbulence its causing will affect all industries for the next 18 months, maybe longer. When asked about whether if recent events affect their marketing budget, 55% of the And this has had a big impact on the brands they ally themselves with. WebOne of the largest U.S. pharmacies and a trusted leader in health care, Walgreens adapted their Ask a Pharmacist series into short, informative videos that answer customers common questions related to COVID-19. Most operators struggle to find a way to deal with the new normal, searching throughindustry reportsand whitepapers for ideas and guidance on ensuringbusiness continuity. What we did with our marketing team we quickly researched and found top consumed products and we totally switched to offering them on our store. We had planned Google ads and Facebook marketing campaigns scheduled, however, with the coronavirus crisis, we feel that its no longer appropriate. This means cash flow to help keep them afloat and something customers can look forward to in the future. This is a huge change to the strategy as it means the charities run promotions to their donors and we support their efforts, compared to going direct to consumers ourselves. Developing an early warning system becomes essential. Changes in marketing strategies after COVID-19 pandemic worldwide. Connect with our team to learn how a small business membership can benefit your bottom line and help you achieve your goals. With charities being hit so hard, many with over 90% of their income at risk and 12,000 shops closed we have put most of our resource into helping. Opinions expressed by Forbes Contributors are their own. Were doing our best to make our products more financially accessible during the economic downturn by running sales and promotions. Or perhaps even seeing an increase in sales because theyre better placed to work remotely / digitally than competitors orders. 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