Marketing In The COVID Era: What Not To Do

It seems that nearly everything in our lives has changed since the outbreak of the Coronavirus. Of course, much of this change is visible. Social distancing and facemasks have become commonplace, with many Americans still stuck inside due to stay-at-home orders in their respective states.

What is less readily apparent is how the pandemic will impact customer behavior and how they make purchase decisions. Although some businesses are starting to re-open, some studies suggest that many consumers aren’t exactly comfortable with visiting brick and mortar retail stores, shopping malls, or other small businesses.

COVID-19 didn’t just interrupt many of the sequences we follow in our daily lives -- it upended many long-standing assumptions about marketing strategy and best practices as well. While the fundamental SEO basics remain the same, they must be reconsidered, especially with consumers’ new behavior patterns in mind. Doing so won’t be easy, that is for sure. Not only does it force one to throw out most of their pre-pandemic marketing playbook, but it will also require rigorous testing and ongoing monitoring of data to determine what techniques are still useful and which are not. The time has never been better to channel your inner Miss Frizzle -- making mistakes, getting messy, and thinking outside of the box is what will push your digital marketing playbook into a winning one in the post-pandemic future.

The uncertainty of the COVID era is profound, but it is clear what small business owners, marketers, and webmasters should NOT do: stop marketing efforts entirely. In addition to disrupting open communication between your brand and its customers, studies have shown that businesses that redefine marketing strategies instead of stopping them have a higher probability of success during and after a recession.

Digital professionals (including yours truly) tend to agree. A recent digital commerce marketing session with Search Engine Land highlighted this, with industry experts attesting to the importance of maintaining marketing momentum (even despite budgetary concerns).

“We’re doing a lot of our own research and what we found is that brands go dark during the recession, depression or even crisis-type periods have a very difficult time climbing back up the mountain once things begin to normalize,” explained Anthony Verre, VIP of E-Commerce at The Integer Group. While delicately trying to figure out how to maintain a stable, consistent marketing best spend, Verre indicated that he’s encouraging clients to continue marketing “just enough so that we keep visibility in front, in combination with that new messaging.”

[Check out the YouTube video below to watch the entire marketing session from SearchEngineLand.com!]

It seems that nearly everything in our lives has changed since the outbreak of the Coronavirus. Of course, much of this change is visible. Social distancing and facemasks have become commonplace, with many Americans still stuck inside due to stay-at-home orders in their respective states.

What is less readily apparent is how the pandemic will impact customer behavior and how they make purchase decisions. Although some businesses are starting to re-open, some studies suggest that many consumers aren’t exactly comfortable with visiting brick and mortar retail stores, shopping malls, or other small businesses.

COVID-19 didn’t just interrupt many of the sequences we follow in our daily lives -- it upended many long-standing assumptions about marketing strategy and best practices as well. While the fundamental SEO basics remain the same, they must be reconsidered, especially with consumers’ new behavior patterns in mind. Doing so won’t be easy, that is for sure. Not only does it force one to throw out most of their pre-pandemic marketing playbook, but it will also require rigorous testing and ongoing monitoring of data to determine what techniques are still useful and which are not. The time has never been better to channel your inner Miss Frizzle -- making mistakes, getting messy, and thinking outside of the box is what will push your digital marketing playbook into a winning one in the post-pandemic future.

The uncertainty of the COVID era is profound, but it is clear what small business owners, marketers, and webmasters should NOT do: stop marketing efforts entirely. In addition to disrupting open communication between your brand and its customers, studies have shown that businesses that redefine marketing strategies instead of stopping them have a higher probability of success during and after a recession.

Digital professionals (including yours truly) tend to agree. A recent digital commerce marketing session with Search Engine Land highlighted this, with industry experts attesting to the importance of maintaining marketing momentum (even despite budgetary concerns).

“We’re doing a lot of our own research and what we found is that brands go dark during the recession, depression or even crisis-type periods have a very difficult time climbing back up the mountain once things begin to normalize,” explained Anthony Verre, VIP of E-Commerce at The Integer Group. While delicately trying to figure out how to maintain a stable, consistent marketing best spend, Verre indicated that he’s encouraging clients to continue marketing “just enough so that we keep visibility in front, in combination with that new messaging.”

[Check out the YouTube video below to watch the entire marketing session from SearchEngineLand.com!]


Want to give your business or brand the extra momentum it needs to thrive during and after the pandemic? Contact District Maven's team of marketing experts for a complimentary audit of your digital properties. Together we can devise an effective, ROI-producing roadmap of how to transform your brand and continue connecting with customers into the future.
Want to give your business or brand the extra momentum it needs to thrive during and after the pandemic? Contact District Maven's team of marketing experts for a complimentary audit of your digital properties. Together we can devise an effective, ROI-producing roadmap of how to transform your brand and continue connecting with customers into the future.

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