Currently, our world is changing at a rapid pace and
our "new normal" can be difficult to navigate for marketers. People
are cooped up in their homes while social distancing and scrolling through
their newsfeed.
Because of how many people are online during this
time digital advertising has gotten cheaper. On Facebook ads the
Cost-per-impression has dropped as the traffic on the platform has increased.
Daily audio and video call's on WhatsApp and Messenger doubled since social
distancing started. Mark Zuckerberg stated, "People want to stay connected
while being asked to maintain social distancing and eliminate loneliness.” News
websites as well have increased in traffic. Consumers are trying to stay
informed with what is going on in the world which means that news sites such as
The Atlantic are skyrocketing with
traffic. However, because smaller businesses aren’t advertising and many
companies are closed, the competition in the digital marketing world is
shrinking. This means you can get more for your money. There is less
competition with certain keywords on Google AdWords and there is less
competition with interests on Facebook Ads.
People are staying indoors and the majority of their
time is taken up by scrolling on social media. "Content is king" and
will prove to be so during this pandemic. Businesses should continue to make
content to publish on their social media websites to let consumers know they
are still open and operating. Many businesses are pulling content that wasn't
social distance friendly; for example, commercials that show people shaking
hands or traveling. And replacing it with personalized content about resources
they are offering during this time, or ways they are taking extra precautions.
Email marketing is a great way to connect with your customers on a personal
level and make sure that they are informed of the services your business is
offering at this time.
Even if your business isn’t open at this time
doesn’t mean you have to miss this business opportunity. Airlines all over the
world are being affected by this pandemic. Building brand awareness through
content is extremely important during this time. People want what they can’t
have. Promoting things such as places that consumers can travel to after the
pandemic or food they can order when restaurants reopen. Holding photo contests
or encouraging people to share their stories can increase engagement to your
social media accounts, but keep people thinking about your business during this
time.
Marketing can be difficult to navigate in this
pandemic, but no matter what your circumstances are, you can still promote your
brand on social media. This quarantine won’t last forever but we at Access To
Media want to make sure that you are prepared during this difficult time.
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