Faced with this exceptional and unprecedented situation that has brought activity to a standstill worldwide , many companies have had to reinvent themselves to survive, and with them, marketing .
“42% of brands have increased their activity on social media during this period, making it the most widespread trend. Lockdown and social distancing measures have accelerated the use of digital promotions and content marketing as the main communication tools between people and businesses, moving this relationship almost entirely online” According to a survey conducted by Easypromos
In fact, “17% of brands indicate that they have increased their activity and marketing spending during this crisis.”
Today 's marketing seeks to achieve a positive long-term brand impact rather than prioritizing immediate sales; brands are betting on creating greater brand value.
In short, brands are adapting their resources, their activity and their message to the current situation, using new communication channels, focusing more on online business than on physical business, which has australia business email list led to an increase in e-commerce and a greater commitment by companies to facilitate the user experience.
Increased interest in online marketing versus offline marketing.
The most used marketing strategies during the Covid-19 health crisis
Increased activity on social media: These are the channels where people have spent the most time during confinement, as they are places of leisure and entertainment at a distance. Brands have dedicated themselves to accompanying audiences by offering informative and entertainment content to demonstrate their closeness. This action is also important to get new customers by promoting content with advertising; since the prices of ads on Facebook, Instagram, SnapChat and Twitter have been significantly reduced. Social networks such as TikTok have increased in popularity, where different brands have tried to find their place. Social networks have also “put their batteries” in this sense, as they have launched specific buttons, widgets… to facilitate communication during the different phases of the pandemic.
Instagram stories, marketing in covid 19, strategy blog
Many companies have chosen to encourage purchases, allocating part of the profits to charitable causes related to the global pandemic or supporting healthcare professionals. This demonstrates to customers the charitable nature of the brand, something that the population is very aware of today.
Offer free resources: free digital magazines, free channels (usually paid), free subscriptions, online courses…
Offer entertainment: games, online contests…
Some examples of marketing campaigns
Time in: Time out magazine temporarily changed its name to Time in and instead of talking about events and leisure in cities, it offered content to entertain yourself from home such as platforms for online gaming, supermarket opening hours, and movie recommendations. Now, with the different phases of de-escalation, it includes information to rediscover cities…
Youtube and Netflix help keep the global Internet running. They have opted to lower the quality of their videos as the number of people working remotely has increased considerably in a very short period of time.
PC Componentes offers free remote assistance to all people who need to work remotely.
Hearts Spain: offers free access to all its publications during the first weeks of this pandemic.
Taxis and Cabify offer to transport healthcare personnel for free.
