While that pace of evolution has been encouraging, there is no on/off switch for a global economic shutdown. And as new consumer behaviors persist and likely become permanent, we have to consider how our new tactics and best practices will apply post- pandemic.
The health crisis underscores the importance of understanding how digital channels can impact a business or misinterpret its return on investment. As we all prepare for the road ahead, there is no better time to seize the opportunity of a digital transformation. We must invest in agile and measurable marketing strategies for this new reality .
One of the defining aspects of this disruption is that it is not limited to one industry or part of the market. It is universal and indiscriminate. And while the challenges of each business are unique, we are all affected in some way.
When people’s needs and behaviors are constantly changing, digital gives us the flexibility to transform quickly, improvise and experiment, and create new ways to serve our customers.
We can test new ad formats and scale results, track search mint database interest and product demand in real time, and develop hundreds of creative variations for different audiences in minutes.
The amount of data available along with creative and measurement tools are essential to making smarter and more informed decisions in dynamic environments.
Stay agile to be relevant in the moment
In the wake of the outbreak, it became clear that the spring catalogue creative featuring travel scenes for our client Soft Surroundings was unusable. However, Google bad debts can include: search query data indicated an increase in loungewear-related traffic in February and March. We can also see an 18% increase in loungewear revenue for Soft Surroundings in the same time period.
Those two data points led to a quick pivot to create a new, home-appropriate campaign using YouTube Video Creator. The tool allowed us to quickly launch four new variations of an existing video ad with different color schemes, music, and ad copy, helping us achieve a 6.5x ROA in the month of April alone.
Value relationships over sales
Now is the best time to be helpful and responsive to your customers’ needs whatsapp filter while gathering insights and fostering long-term connections. While travel and tourism companies are taking big hits, the smartest brands are focusing on building relationships more than driving sales.
Luxury luggage brand Briggs and Riley , for example, immediately extended its free returns policy from 30 days to 60 days for a period to support changing travel schedules, and quickly adjusted the tone of its site content, creative, and email communications to be sensitive to their needs and concerns.