Marketing Shouldn’t Stop when A Pandemic Starts
Earlier this year, many businesses wondered if they should continue to invest in marketing initiatives when everything seemed so uncertain. Whether it was concerns about budget limitations or consumers’ willingness to shop and spend during a pandemic, store owners thought pausing their marketing efforts would be the best choice.
But no matter how you choose to approach marketing in 2020, or how you plan to move forward, one thing is clear: digital marketing is more important than ever. Collectively, consumers will conduct more business online this year than ever before, and that trend will carry into 2021. If your business isn’t accessible online or visible to consumers on social media, you’re going to get left behind.
The choice to pause marketing efforts isn’t totally uncalled for. There are certain marketing tactics and mediums that are less relevant now that we’re all operating in a “new normal.” With fewer commuters, your traditional billboard advertisements might not be as effective as they once were. You may not have opportunities to draw customers into the store for events or the traditional face- to-face sales.
So, instead of pausing… pivot. Are your digital marketing efforts up to the task? Can your current customers and potential consumers find everything they need to know about you from the comfort of their couch while scrolling on their iPhone? Have you optimized your approach to service by leveraging tools and software that makes customer service a breeze, even when you aren’t able to interact in person? There are so many ways you can reallocate your traditional marketing spend to maximize efficiency and effectiveness before 2020 comes to an end. If you chose to take the leap and continue investing in marketing back in March, we can almost guarantee you’ve seen a return on that investment. And if you haven’t yet kicked your marketing back into high gear, it’s not too late to start.