Many are wondering what strategies to adopt for companies during the COVID-19 period. The business suddenly annihilated. They cannot produce, sell. They have blocked fairs, conferences, workshops, meetings are authorized only by video-conference, most of the work is working in smart working.

We are therefore left with the network, the main road to be taken to communicate with the target, which is probably more receptive because it is at home: maybe it works on the computer or is on the sofa with a smartphone in hand, ready to be involved in an online advertisement customized. Internet traffic is estimated to have increased by 50% on landlines and by 30% on mobile during the Coronavirus quarantine: smart working, online lessons, HD and 4K streaming, social networks and online video games. Companies that currently feel trapped because of COVID-19, do not realize that they have the key in their hands to emerge even stronger through the development and intensification of digital marketing.

Companies tend to cut activities considered unsuccessful and not indispensable. Thus, many entrepreneurs decide to cut back on digital marketing investments. However, it is necessary to think carefully before making this choice and consider that today the web represents, not only
one of the few ways to reach customers, but also the most effective.

The authorities, for reasons of contagion security, have blocked trade fairs, conferences, workshops and having a meeting around a table is utopian. The only means of mass penetration is the network, the main road to be taken to communicate with the target, which is probably more receptive because it is at home: maybe it works on the computer or is bored on the sofa with the smartphone in hand and ready involvement from a personalized online ad. Companies that currently feel trapped because of COVID-19, do not realize they have the key to getting out even stronger: digital marketing.

The potential of digital marketing in the COVID-19 period

Companies, especially B2B companies, have always focused on participation in events and fairs to increase the network of contacts. These meeting opportunities have positive effects especially on poorly digitized sectors or on SMEs, which in this way can increase their visibility and generate positive word of mouth around their work. Rich in purpose, entrepreneurs invest thousands of euros per year to buy an exhibition space, the equipment and staff necessary for an event of a few days. It is no wonder that the cancellation of the fairs caused by the health emergency was a real cold shower for many of them. How to recover? How to reinvest the budget for live events? Manage your digital presence in the world through the network. on search engines, sites and social networks from a single point.

Yes, but how
This is the time to seriously think about digital transformation, not only as regards the operation of human resources (see smart working) but also for all the other business activities, including business promotion.

Digital Marketing: Whoever is open to change wins
Those who adapt to the circumstances survive, those who manage to find the opportunity even in the crisis. If an entrepreneur has always been used to meeting customers, collaborators or suppliers face to face, now he must find other ways to reach the same people. The network, in this sense, offers a lot of alternatives: there are social networks, from those most suitable for B2B (such as LinkedIn) to those ideal for addressing the final consumer, such as Instagram or Facebook.

To increase visibility, your company sites can be pushed upwards with paid ads on Google Ads or an SEO editorial plan: in short, there is a solution for every need. All that remains is to intercept the needs of the target, decide the objectives, create the strategy and put them into practice in a professional, constant and effective way. Even after the passage of the COVID-19 problem, the commercial world as we know it will still change. How many customers will avoid contact if they are more than sure of the actual opportunity of the meeting. Online channels promote social distancing but, at the same time, allow you to sell. They seem to have been made especially for this historical period.

It is time to act with disclosure and amplification

If so far, many entrepreneurs have moved cautiously, and without too much conviction, now is the time to gear up and devote body and soul to creating digital strategies designed for the target. We could start working

Alessandro Sicuro

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