Crises like floods, earthquakes, wars, filtering, etc. can negatively impact companies’ marketing and sales. . In these conditions, digital marketing teams face many challenges However, there are solutions that can help improve their performance during crises: In this article, I tried to review the proposed activities by title:
1. Re-evaluating Strategy and Goals
- • Analyzing the new market conditions
- • Setting new priorities based on customer needs • Realigning short-term and long-term goals
- • Realigning short-term and long-term goals You may have planned a campaign that you should reconsider in this situation.
Example: During COVID-19, Company X shifted its marketing from offline to online sales.
Statistic: Research shows 75% of consumers shop more online during COVID.
2. Effective Customer Communication
- Providing up-to-date information about the company’s performance, which can be information about the activity in another social network or the closure and opening of the company due to the crisis.
- • Providing updated info about company performance • Understanding customers’ new concerns and needs
- • Offering necessary support to customers during crises
Example: During COVID, Company Y launched an app for easy shopping and fast delivery.
Statistic: 60% of customers expect closer engagement from companies during crises.
3. Content Optimization
- • Creating content relevant to the crisis and emerging needs
- • Sharing educational and useful information
- • Using interactive content like webinars
Example: Company Z published educational content about dealing with the coronavirus.
Statistic: Consumption of health education content increased 45% during COVID.
4. Focusing on Suitable Channels
- • Prioritizing accessible channels like social media, email, website
- • Minimizing blocked channels Of course, it should be noted that the activity is not completely interrupted.
- • Considering alternative channel options
Example: During the Telegram ban, companies used Instagram and WhatsApp more.
Statistic: Instagram usage in Iran is 30 million people.
5. Reviewing Advertising Strategies
- • Reducing unnecessary advertising costs
- • Focusing on targeted local ads
- • Optimizing existing ad budget
Example: During COVID, Company V cut TV ads and focused on online ads.
Statistic: Digital ad spend grew 10% in 2020 over 2019.
6. Managing Sales and After-Sales
- • Maintaining service quality during crises
- • Offering special discounts and facilities
- • Managing online sales channels
Example: During recent floods, Company N offered special discounts in affected areas.
Statistic: Crisis discounts increased Company N’s sales by 20%.
7.Cloud Platforms and Marketing Automation:
- Enabling quicker response during crises by supporting data and activities. By analyzing data from social networks and websites, you will get information that will help you to continue working in times of crisis.
- Quick identification of weaknesses and possible problems
- Taking necessary measures to improve indicators
8. AI and Machine Learning Technologies:
- Assisting the marketing team to make faster and better decisions during a crisis.
- Focus on activities with higher returns
- • Eliminating or reducing low-impact activities
According to each crisis, the company’s strategy changes. And the priority of the activities will also change, so one of the things that should be done is to update the priorities of the team and do activities that have lower risk and higher efficiency.
11. Agility and Quick Action
- • Responding swiftly to environmental changes
- • Readiness to implement creative solutions
- • Regularly updating team’s expertise
During different crises, depending on the type of crisis, the flexibility of the team should be more in front of the reactions of the users, for example, get negative comments about the late delivery of the goods, which may be normal in normal times.
12 . Team Coordination and External Collaborations
- • Effective internal communication for synergies
- • Leveraging capabilities of other organizational departments
- • Partnering with external stakeholders
For example, organizing think tanks helps a lot to find new solutions.
11. AI and Machine Learning Technologies:
Assisting the marketing team to make faster and better decisions during a crisis.
12. Cloud Platforms and Marketing Automation:
Enabling quicker response during crises by supporting data and activities.
Of course, during the Corona pandemic, many famous brands changed their digital marketing strategies to respond to the needs and changes in consumer behavior. Examples of Successful Digital Marketing Activities by Famous Brands During the COVID-19 Pandemic
- 1. Nike:
- Strategy: Made their training app accessible for free.
- Goal: Encourage people to exercise at home and maintain physical health.
- Outcome: Increased user engagement and a stronger connection with customers.
- 2. Ford:
- Strategy:Offered payment facilities for new and existing customers.
- Goal: Assist customers financially stressed.
- Outcome: Increased loyalty and brand responsibility.
- 3. Coca-Cola:
- Strategy: Paused expensive advertising and allocated the budget to COVID-19 support.
- Goal: Show commitment to local and global communities.
- Outcome: Strengthened social profile and positive brand image.
- 4. Louis Vuitton (LVMH):
- Strategy: Converted perfume production lines to manufacture hand sanitizers
- Goal: Respond to the urgent need for sanitizing products.
- Outcome: : Demonstrated adaptability and support for the fight against the virus.
- 5. Amazon:
- Strategy: Focused on delivering essential items and hiring more workers.
- Goal: Respond to increased demand for online shopping.
- Outcome: Strengthened its role as a primary shopping source during the pandemic.
By following these tips and using current knowledge, digital marketing teams can perform at their best in critical situations. Of course, flexibility and speed of action are key features of success in this era.
If the above explanation is not complete for you or you have more questions, you can use the buttons at the bottom of the site to send a message or call me, and you can also use the contact form or send a message to get an appointment in the field of digital marketing consulting.
Why are crises challenging for digital marketing teams?
In crises, customer behavior changes. Also, some channels may get blocked. So DM teams need to quickly adapt strategies.
How can you communicate with customers during crises?
Providing updated company performance info, understanding new needs, and offering support is effective.
Why optimize content production during crises?
Creating crisis-relevant content helps better engage audiences.
How to manage sales during crises?
Offering special discounts/facilities, managing online sales channels, and maintaining service quality can help.