Whether we like it or not, the effects of COVID-19 on digital marketing will last for a long time. Consumer needs and wants have shifted and it is up to us to adjust accordingly. Below, we break down the most important insights our agency has learned from industry reports, conversations with other agencies, conversations with our reps at Google and Facebook, and learnings directly from our portfolio of accounts.
Focus your energy on things that you can control. The best thing you can do as a business is stay calm and reinforce your value to your customers.
Digital Marketing During A Pandemic
There are more macro-level variables at play than ever before. Everything from the local news to macro economic trends will affect consumer behavior. All of these are things that are out of your control. Take the following examples of bad news / good news.
The news announces that the stay-at-home order has been extended another 30 days
Bad news: Consumers hunker down and are less likely to spend
Stimulus checks hit bank accounts
Good news: Consumers now have money to buy things they want and may be more likely to spend
Focus your energy on things that you can control. We can’t change the fact that COVID-19 is happening, what we can change is how our products/services help consumers in these times.
There is a quote that has been attributed to multiple people (Abraham Low and Maya Anglou, in particular) that we should all keep in mind right now, “If you can’t change your situation, change your attitude.”
Get Back To Basics
What separates your product/service from all the others out there? Consumers are being more cautious with their money so how can you show them that you will give them more value than the competition?
What problem does your product/service solve for a consumer?
How does your product/service provide more value to the consumer compared to the price tag? (Consumers care about their own ROI now more than ever)
Why should a consumer stop and interact with your ad? What’s in it for them?
You do not have to sell the product/service in the ad, just provide enough incentive to get the consumer to click to learn more:
What is the landing page experience like for a consumer?
Keep noise and distraction to a minimum
Be educational and provide value to drive the sale
Make it quick and easy to purchase the product/service from a mobile device
With consumer purchasing habits lower than normal, it is up to you to show a consumer why you deserve their business. Keep in mind that you are also just one person. What appeals to you personally may not be what appeals to your target audience.
Make Data-Driven Decisions
Often when we are seeing below average results, we are eager to make a change to improve the situation. The wisest thing we can do as marketers is to trust the data we have collected to inform us on what the best move or change is. Keep in mind that sometimes no change is the best way to proceed.
Look at both short term data (Ex: during COVID) and long term data (Ex: year to date)
Be careful not to look too short term such as one day’s worth of data as a lot of variables can often skew an individual day’s results.
Our recommendation is to look no shorter than one week to help eliminate daily variables
Compare results across marketing mediums, especially ones that have a similar audience as one another
Consumers see our ads across the digital stratosphere – what’s working on one platform may work great on another as well
Analyze your consumer funnel and look for areas of opportunity
Is your Product Page View to Add To Cart rate lower than normal? This could be a sign that the ad campaign needs to be adjusted
Ex: Some of your usual best customers may have been hit hard by COVID-19 and would be more likely to purchase with an offer/incentive or additional value added on.
Are there any additional places in your funnel that you could improve to help make the purchase process contain as little friction as possible?
Ex: Multiple forms of payment such as Apple Pay and PayPal
Ex: Offering free shipping to help keep any additional fees from raising the final purchase price
The effects of COVID-19 will affect consumer behavior for the foreseeable future. The best thing you can do as a business is stay calm and reinforce your value to your customers. Accelerated Digital Media is also here to help. If you need an experienced partner to help guide you through the twists and turns of digital marketing, please contact us. We are happy to provide you with a free consultation and customize a strategy that is right for your business.