Marketing leaders say that customer response to marketing channels greatly varied during the pandemic; creating a significant economic impact on organizations.
The pandemic has greatly affected the customer experience and response to marketing campaigns via different marketing media. CMOs believe that it’s crucial for organizations to first identify how to adjust the marketing campaigns and reach out to clients, in this unprecedented time.
Adopting digital marketing channels
Due to the pandemic lockdown, organizations saw a reduction in conferences, events, and outside-home-advertisements as a measure to ensure social distancing. CMOs are angling for increased investment in digital marketing strategies to ensure better communication with their clients.
Organizations that relied heavily on face-to-face meetings and demonstrations are shifting to digital sales channels. Marketing leaders say that organizations should not overlook important functionalities like lead generation and digital account-fueled marketing.
B2B organizations have started investing in content marketing while reducing the budget for ads. CMOs state that the re-diversion of funds to content marketing was done to better reach the customers via social media, blogs, videos, and other digital materials. Organizations are focused on reducing the hard-selling strategies and providing better value to the clients.
CMOs point out that content marketing is one of the best strategies for B2B firms. Good content will be essential in building loyalty, goodwill, and better customer experience. Marketing executives have worked to adjust the marketing campaign messaging to stay relevant in the current scenario. Marketing leaders’ advice restructuring of the communication strategy to ensure further stress is not caused to the clients.
Organizations should consider reducing cold-calls and hard-selling while ensuring clarity and succinct writing of their campaigns and avoid sending emails to the clients if it potentially doesn’t deliver any value.
Social media marketing ads have skyrocketed due to the pandemic. While initially Facebook ads saw a substantial increase during the pandemic but global organizations joined hands to promote the “Stop Hate for Profit” campaign and have paused advertising on the platform.
This was due to poor efforts from Facebook to stop hate messages on the platform. As per Cnet.com, Facebook had earned more than $70 billion in 2019 on ads alone. They are now developing alternate channels to publish the ads on. B2B marketers point out that with a sudden increase in supply and a substantial fall in demand, the unit advertising costs have fallen tremendously.
Marketers believe that clients must be confident that the organization is mindful of its employees’ health and customer’s welfare to boost customer engagement. The audience has openly boycotted businesses that failed to inspire confidence in their client base during the pandemic.