Covid-19 has created a bundle of disasters on several aspects, ranging from Environment, Business, Society and Government. It forced the whole world to change rapidly so as to keep pace with the sudden disease.
Covid-19 created new innovative business to Digital Marketing. The major social media channels such as Facebook, Instagram and Youtube has gotten new and drastic change. Companies got new ideas and changes on their digital marketing strategy during Covid-19.
1. Making use of Social Media
With the rise of social media, different social media platforms had popped up worldwide. According to Statista, most popular social media platform worldwide as of January 2022 are Facebook, YouTube, Instagram and TikTok. Using Facebook as an example, Facebook Ad Revenue increased every year from 2015. Facebook got $26.81 billion in Mobile device. Companies can advertise their products, brands, and upcoming events in Facebook during the Covid-19 pandemic. For example, Facebook offered the function ‘Facebook event’. Companies could post the details of their events on the Facebook Events so as to attract more customers for joining.
Livestreaming is incredibly popular during the pandemic. Different Social media platforms also got the function of Live stream. Live stream had become the best way for the companies to communicate creatively with their target customers during the social distancing had become a norm. In Instagram, many companies had increasingly using live-streaming to get everyone together and promote their new products. Instagram new function: IGTV and Reels literally benefit companies to capture the attention of the customers and provide alternative ways for customers to understand the products instead of at a physical store. Especially in Asia region, live-streaming is the main digital marketing strategy during the Covid-19 pandemic. For example, in China, live streamers were considered as the best drivers to promote the products. Live-streaming provided high reactivity engagement to the customers. Companies can respond to the customers immediately and provide the better customer service.
2. 1 on 1 Personal marketing
Customer loyalty may decrease due to the variation of job salary and the preference of the certain products. Customers may prefer spending their budget on purchasing daily necessities and epidemic prevention material, instead of luxury products. It implies that customer loyalty is crucial for the companies to keep their business. When comes to content marketing, brand content marketing is more important than marketing content. Brand content can help to maintain the relationship with existing customer, which helping for positioning, awareness, and perception. In order to maintain the existing business, focusing more on digital marketing offers individual attention and communication in an easier way. For example, many luxury brands provide real-time 24 x 7 chatbots in replying to customers’ questions and concern. During pandemic, keeping existing customers is one of the powerful marketing strategies.
Social Media is the KEY to Win
This is a hard time during pandemic for all of us. The World is changing all the time. Change, is the only way to success. Having a suitable digital marketing strategy is crucial in growing companies’ business, especially having digital marketing strategy on social media platform. Social Media is key for companies to reform and succeed during Covid -19.
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China’s huge influencer/kol live-streaming(網紅直播) economy. China Platforms Marketing/ Promotion/ Advertising (WeChat/Weibo/Douyin/Xiaohongshu). (n.d.). Retrieved November 12, 2022, from https://www.wechatagency.com/news/chinas-huge-influencer-kol-live-streaming-wang-hong-zhi-bo-economy
Instagram marketing: Advertising in the age of coronavirus. TNA Suite. (2021, February 2). Retrieved November 12, 2022, from https://www.tnasuite.com/blog/instagram-marketing-advertising-in-the-age-of-coronavirus/
Published by S. Dixon, & 26, J. (2022, July 26). Biggest social media platforms 2022. Statista. Retrieved November 12, 2022, from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/