Lockdown Digital Marketing: As we are in the middle of a pandemic and the world has not seen anything like this in decades, we have all had to adapt and change.
People have had to change the way they live and the way they work, that is if they are lucky enough to still have work.
Businesses have had to go through massive changes to survive, some only just and others with the benefit of loans to keep them afloat. Yet some businesses have done very well, such as food retail, online video conferencing companies, internet providers and Amazon!
So why are some businesses doing well and others are not? Why are some people gaining momentum, and other businesses are slowing diminishing?
Lockdown Marketing
Those who have a product or service that everyone needs or wants will thrive in this environment if they have already invested time and money into their Digital Marketing. Others are working hard to catch up and are investing heavily now, but also having to look for opportunities to stand out in a very crowded marketplace.
Those whose business relies on face to face contact, such as restaurants, pubs, gymnasiums, events, holiday companies and more are having to diversify, and at a rapid pace.
In fact, the list of businesses that are affected is larger than you can imagine, with companies who supply into the above being affected, as well as the manufacturing chain too.
We have heard of manufacturing companies stopping making parts for hospitality, and making ventilators instead. This kind of diversification may seem extreme, but it has helped in many ways and saved jobs where they are much needed. This diversification prevented the UK from going into a Double Dip recession, and we should be very proud of the ingenuity that companies across the globe have presented.
But if you cannot diversify how do you keep a hold of the customers you have, and attract potential customers too to keep your business afloat in an online way?
The answer is Digital Marketing.
Digital Marketing
When everyone was forced to stay at home, B2C businesses realised that they needed to go from retail to E-tail. Because the larger B2C businesses are usually quick to adapt to change, used with adapting to stock situations, supplier issues and more, they thrived online, and their only issue was in fact supply of stock (remember, everyone was staying at home, nothing was being manufactured or delivered).
The smaller companies, and the B2B businesses however found they struggled. With no experience in online marketing and reduced budgets (especially where footfall was their main source of “marketing” and income), some businesses paid the price.
However, those businesses who realised that the only way to survive was to improve their presence online, well, their efforts paid off.
Our clients are all fighters, and very few of them saved their marketing budgets for later, in fact many increased their online marketing budgets, moving it from their spend on exhibitions and printed materials.
Their budgets were well spent, maximising the opportunity where their competitors did not. In fact, when we look at the data, we can see most of our clients improved their conversion rates when companies started buying again.
We saw a pattern for B2B companies, whereby the website visitors spent a lot of time researching in the early stages of lockdown, and as things started to look like life could get a little more normal, this research meant they were in the position to make a quick decision on purchases.
