Read part one of this blog here.
Last week we began to discuss how brands and digital marketers are adapting to the Covid-19 pandemic currently sweeping the world. As consumers stay at home they are avoiding places where they traditionally might spend money like restaurants and stores. Businesses who don’t adapt to this new normal may perish. Thus brands are reinvesting in-person marketing money into digital strategies.
During this time there are critical changes that digital marketers should make in the rapidly changing environment such as keeping consumers in the loop regarding changes, communication keeping pace with the virus. Marketers also need to be prepared to change or stop campaigns, for example a hotel in a city that gets shut down.
Many companies are reducing their advertising budget due to the uncertainty caused by the quick changing situation. Although, as people stay indoors and spend more time online the cost of online advertising has become cheaper. The increasing traffic on social and media platforms indicates that digital marketers should engage in more content marketing.
Companies in China, the first country hit by the pandemic, are already starting to do this, with luxury fashion brands using live streams to showcase their Autumn/Winter 2020 runway shows.
Brand Lanvin worked with video platforms Douyin, Yizhibo, iQiyi, and Secoo (the largest online luxury retailer in China) to create a cloud fashion show during Paris fashion week. The collaboration created a VR experience which gave the audience a front-row seat of the fashion show. The brand later built a VR flagship that allowed customers to shop virtually at the flagship store in Shanghai and instantly connect with sales associates on WeChat.
Although the pandemic is causing many to suffer, it is pushing brands to expand and develop the way they communicate with consumers using digital marketing. It is interesting to think about where digital marketing will go from here. Which of these trends will stick around after the pandemic is gone? Will digital marketers continue to pull back from advertising and focus more on content? Will there be more VR shopping experiences rather than those in person? Perhaps, only time will tell.
Feature image by Pexels
Miranda's Marketing Mind 