BRAND AWARENESS DURING THE PANDEMIC WITH DIGITAL MARKETING.
The Covid-19 pandemic has given birth to a new way of living. Brick-and-mortar retailers were already losing business; now the lockdowns and stay-home orders have crippled the market even more. The internet is the only place without quarantine, and where you can 'meet' old and new customers without any physical contact. Companies who had already begun to make use of the digital marketplace have an advantage. But having a website and social media presence is not enough. You need to build brand awareness through digital marketing and increase traffic to your business pages. STRIKING THE BALANCE One positive of the pandemic is that isolation is pushing people to embrace more screen time. As per a Nielsen Report on Covid's impact on the changing landscape in media, mid to the senior leadership of most organisations, including consumers from 35 to 44 age bracket increased their internet consumption by 11% while millennials observed an average increase of 5-7%. Similarly, prominent platforms such as Facebook (+18%), TikTok (+20%), Instagram (+20%), and Whatsapp (+17%) have all witnessed rises in the number of sessions per week per user. For most businesses, both B2B and B2C, this is the time to realise that digital is the prominant and safest way to reach your customer. However, at a time when the whole world is experiencing distress and general anxiety, it may seem insensitive to promote your brand - unless yours is a medical, pharma or social brand that's helping people in these difficult times or you are marketing daily essentials. This is the time to concentrate on digital marketing to build and maintain brand awareness. Here are some ways to do it without harming your reputation or appearing insensitive. Develop flexible and relevant communication Running the same campaign more aggressively isn't enough. Your messaging should evolve as per the current situation.