How To Curb The Reduction of Digital Marketing Because of COVID-19?

A few businesses servicing the daily essential needs are prospering while a handful is witnessing performance drop as much as 20%.  The unexpected sudden loss of revenue is forcing some businesses to decide how to trim the budget and maximize performance and efficiency. What could it mean for the investments made in digital marketing? 

The industry professionals have great advice for maximizing the results during uncertainty.

In the words of Brett Patterson, the internal traffic is not entirely internal. As a large employee population is working remotely now, so it could influence the digital analytics data. The typical filters will not catch the remotely working staff least they are using a VPN or any alternative remote network connection. So the employee could be counted in the analytic metric even if a filter had been created previously. It is an important consideration for measuring and reporting digital marketing efforts.  

During the COVID-19 pandemic, the demand for search has gone down.  You could consider pulling back the paid search when the products and services are not seemingly an essential need. But the profitable campaigns might become negative for the returns on spends made on ads if you fail to reduce spend. Go ahead with caution when your products or services are not a top priority to the customers at the moment. 

Be careful of the COVID-19 and take it seriously. Make sure you receive help from your clients and customers. You cannot hard sell or engage in promoting the COVID 19 deals and offers. McPeak has opined about empathetic communication during COVD19. When writing emails, one has to write about giving the customers free shipping, make discount codes for their benefit for brand representation to convey the sensitive subject matter. 

Similar to paid search, everywhere performance loss in the organic channel because of the drop in whole search demand is being highlighted. Different from the paid search and social, best is continuing with SEO and content marketing. SEO and Content marketing are necessary for organic rankings. As the search demand comes back, the businesses must grow their SEO campaigns to drive more organic traffic before the pandemic took place. 

When the uncertainty times are on then the businesses have to stress on employees and consumers safe. At this time, one has to be kind and aware of the calamity. The brands which can do it best will rebound sooner with the sailing away of the pandemic. Till then lean on effectiveness and be cautious of your digital marketing strategies. 

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