Digital marketing and Pandemic

• The world is going through a great deal of suffering due to pandemic. It might take longer than
anticipated for the situation to get normal. In such a scenario, spending on your brand's visibility
through traditional marketing channels is costly and less effective.

• Outdoor marketing did wonders for many brands, but the situation has changed. Many businesses
and jobs have migrated to online platforms for the time being. The majority of the potential customers
spend time indoors due to lockdown imposed. Looking at the positives, the use of the Internet has
drastically increased by 70% since lockdown and the television viewership has seen a growth of 40%.

• Only 7 % brands are leveraging the pandemic as an opportunity to prosper, as per the survey
conducted by ‘Marketing Week’.

• Digital marketing will act as a leeway for brands to tap new consumers even during a pandemic. The
advertisements may not result in sales, but it will help brands stay afloat. Creating brand awareness
among the customers may reap good results in the long run.

• For example, the automotive sector has seen a sharp decline in sales after the lockdown. One fear in
the minds of customers is getting infected with the virus in the process. So, the industry worked on
making a channel of contactless car buying experience. This was implemented to improve the digital
presence of the automotive industry and reduce the fear of COVID-19 when purchasing a new
vehicle. This worked for many brands and the sales graph was improved.

• Digital advertisements allow the company to better communicate with its consumers. Brands get to
portray the product highlights to the audience in the most effective manner. With Proper optimization,
it is possible to monitor viewers' reaction to specific advertisements, resulting in managed production.

• Advertising on streaming TV is becoming a trend, as the majority of internet users tend to spend time
streaming online (on social media or OTT platforms). Many tech companies are working on different
algorithms to make the experience smooth for brands to invest in digital marketing.

• Compared to traditional offline marketing, online marketing is cost-effective. The brand will be able
to track when, where & how to spend its budget on ads, thereby resulting in a robust foundation in
reaching a wider audience.

• A combination of conventional and digital marketing appears to be a great match for brands to
captivate maximum customers. For the time being, it is beneficial to have sole reliance on digital
marketing for business to expand.

References: https://economictimes.indiatimes.com/small-biz/marketing-branding/marketing/why-
digital-advertising-still-makes-sense-during-an-economic-turmoil/articleshow/77428043.cms

https://www.wsj.com/articles/brand-safety-firms-see-a-big-opening-in-streaming-tv-11602237600