As the world today is pushed into extended lockdown and social distancing to combat the Covid-19 pandemic, digital media has assumed a central position in the marketing mix of companies. While companies today are not new to the digital space, digital marketing is the most effective tool at the moment to garner brand recognition, customer attention and support online sales when brick-and-mortar touchpoints are shut. It has now moved beyond handling a few sales channels to connect marketing to the business goals of a company. As the internet became integral to our lives, here’s how digital marketing has proved to be helpful for a range of businesses:
Retail and supermarket chains
Despite
the surge in e-commerce, according to an estimate, in-store sale accounted for
90 per cent of all retail sales in the US in 2017. But it all changed with
Covid-19 pushing traditional stores and marketing efforts out of the picture.
Retail
giants have redesigned their product catalog for online-only sales while also
working with hyper-local delivery services to stay cost-efficient and cut down
on delivery turn-around time. Their mobile apps are updated quickly to interact
with customers virtually as well as driving sales. The applications include
product information, launch announcement, real-time status of delivery and
more.
For
example, in the absence of brick-and-mortar stores, Indian retail giants Big
Bazaar and Spencer stuck to their omnichannel marketing during the pandemic to
ensure an effortless buying experience for consumers. Others added grocery delivery
to their service and leveraged insight from the Pandora’s Box of their consumer
data to deliver a personalised shopping experience online.
Food delivery service
With people stuck indoors, food delivery services have witnessed a surge like never before. Since restaurants and food-courts are not an option anymore, people are turning to delivery to treat themselves at home. On-demand food delivery services like UberEats in the USA and Swiggy in India have been using the social media platforms to reach out to customers about new offerings, reduced delivery turn-around time and contactless delivery options.
Others in this category are also leveraging the prospects of emerging cloud kitchen businesses with digital advertising and interactive content to monetise their last-mile reach.
When it comes to digital campaigns, it’s possibly the best time to tell a story with an emotional trigger. Indian food delivery service Zomato celebrated Mother’s Day amid the lockdown this year with a digital campaign focused on mothers who dedicate so much time cooking delicious food for their kids. It was aimed to strike a chord with customers by emphasising on realisation of a mother’s love for her children with #OrderForMom.
Ed-tech
Akin
to food-tech companies, ed-tech majors also witnessed a significant increase in
the number of new students enrolling on their platforms since March 2020 —
students are now more dependent on online learning than ever
before.
Ed-tech
players like BYJU’S, Unacademy, UpGrad in India know what the Gen-Z and their
parents want and tweaked their digital marketing strategy on this two-pronged
approach. Not surprisingly, their digital campaigns, social media marketing and
market research paid off better than other intrusive channels (like SMS and
emails) to expand the student base.
As
most schools and universities are likely to be closed for the remainder of the
academic year, the new-age platforms are allowing students to take up from a
range of courses like university-certified MBA to diploma programs at a
competitive cost. In fact, most ed-tech players are now offering free access to
their platforms, content and live classes for students as a part of their user
acquisition strategy.
Healthcare
Be it
a solo practice, small clinic or a multi-specialty chain, services are the
product for healthcare players. But a responsive website, Google Adwords
campaigns and SEO tactics may not be adequate during an uncertain time like
this. Healthcare companies and start-ups are turning to social media to share
professional knowledge regarding healthcare — the aim is to attract customers,
build trust and drive awareness as a part of their digital marketing
strategy.
