Lockdown Has changed the Marketing Game

Well, we are in the Unlock 1. But the Lockdown that we had, has changed the marketing game a lot. While the Nation came to a stand still for well over 2 months, industries, small businesses, individual all were affected.

People stayed in their homes for over 2 months with the bare minimum purchasing. We only invested in “What’s important for survival“. Food & medicines. I don’t think anyone missed new clothes or new shoes or even a new Car for that matter.

Why? Because, it was our life or all these worldly pleasures. Obviously, our life was more important. If we lived today, we can get all these tomorrow(when the market opens).

But this lockdown made 1 thing abundantly clear, at least in my mind, there is very less that we actually NEED. Everything else is what we WANT? There is a difference.

How the Lockdown has affected Marketing?

Since people were living with only the basic stuff and buying the basic stuff, every other commodity was in the leisure column. People survived without a new show or a new shirt, but they couldn’t have survived without food & medicines.

So how do businesses that do not deal in food in medicines survive? Especially, small businesses.

Well, people will come around and still start buying stuff from the leisure column. But the market has become a lot more competitive. Since, the businesses have old inventories and depending on their industry they need to get rid of it sooner than later.

For e.g., FMCG industry has already faced huge losses or facing as you read it right now. However, Manufacturing Industry is still hopeful. Their products will not rot in the warehouses, but non-purchasing of the items are levying huge burden & lot of costs impact to their pockets – rent, electricity, salary etc.

What’s the new Marketing Mantra?

Well to reduce some costs, business shut down their marketing campaigns, for obvious reasons. If people were not buying during the lockdown, there was no point of spending money on the Marketing Campaigns.

Now, during the unlock when the markets have opened, businesses have some other problems to deal with – stocked warehouses, lesser staff, competitive rates.

People are willing to sell their stuff at throw away prices, just to get their investment back, forget profits.

This has changed the way business are approaching the masses. The messaging has changed a lot. Now, all you need to do it just get the right message to the right set of people(your potential customers). You don’t even have to worry about to polish it make it look exceptionally good, unlike in the pre-COVID19 era, where businesses used to spend millions of Rupees. Now only a simple Facebook Ad shown to your potential Client base should be enough.

Costs will be cheaper, since everyone is trying to get rid of their stock. Moreover, costs are driven by demand. If there is no or lesser demand the cost is bound to get low.

I’m willing to bet that businesses will shift their focus to the Digital Marketing from the traditional marketing. There are multiple reasons for this shift but he most logical one is Social Distancing. Business can can get their online Campaigns setup and run with the help of an expert or by themselves online. No need to meet unwanted number of peoples for getting an Outdoor hoarding Ad. Or meeting a Newspaper Editor for a News paper ad, etc.

Let us know in case you have any questions or need more insights in to this, we’ll be more than happy to oblige.

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Facebook Pixel

What is a FB Pixel? Do I Need it? How do I use it? These are some of questions that we’ve heard while speaking with our clients. It’s no surprise that people hardly are aware of such things. People are more focused on getting people to buy their stuff and in that pursuit they end-up trying to spread the word by mouth. However, Facebook Pixel helps you do that and lots more. Let’s deep dive in to it!

What is a Pixel

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website

It is a snippet of JavaScript code that allows you to track visitor activity on your website. It works by loading a small library of functions which you can use whenever a site visitor takes an action (called an event) that you want to track (called a conversion). Tracked conversions appear in the Facebook Ads Manager and in the Facebook Analytics dashboard, where they can be used to measure the effectiveness of your ads, to define custom audiences for ad targeting, for dynamic ads campaigns, and to analyze that effectiveness of your website’s conversion funnels.

Pixel is used to:

  • Make sure your ads are shown to the right people. Find new customers, or people who have visited a specific page or taken a desired action on your website.
  • Drive more sales. Set up automatic bidding to reach people who are more likely to take an action you care about, like making a purchase.
  • Measure the results of your ads. Better understand the impact of your ads by measuring what happens when people see them.

Once you’ve set up the Facebook pixel, the pixel will fire when someone takes an action on your website. Examples of actions include adding an item to their shopping cart or making a purchase. The pixel receives these actions, or events, which you can view on your Facebook pixel page in Events Manager.

From there, you’ll be able to see the actions that your customers take. You’ll also have options to reach those customers again through future Facebook ads.

In order to implement the pixel, you will need:

  • access to your website’s code base
  • your pixel’s base code or its ID
  • access to the Facebook Ads Manager

What to know more? Let us help you set your pixel for you!

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What is Digital Marketing Strategy?

Everyone, these days, are talking about Digital Marketing & Digital Marketing Strategy. What on earth are these? Why is everyone so obsessed with Digital Marketing Strategy? We’ll, let’s answer this question once and for all.

Let’s start it by understanding, what is a Marketing Strategy? Marketing Strategy is a process of obtaining, retaining, and re-targeting your customers for your business. It’s a detailed & lengthy process of generating leads, converting them to clients & and re-target them to make them repeat clients.

Similarly, the process of everything we do online to get this cycle of  process, i.e., Generate Leads, Convert it to Clients, Re-target to make them repeat clients is Digital Marketing Strategy.

Digital Marketing Strategy is for the digital world, i.e., everything on the internet. You may already have a Digital Strategy in place, and quite possibly, it’s working for you at this moment. However, this strategy needs to be updated/modified in order to match the speed of people gaining access to the internet. Since every new user on the internet is a potential client. Now, we have to modify the strategy based on multiple parameters, viz., age group, user location, user interests – likes & dislikes, etc.

As per Google. almost 4.57 billion people were active internet users as of April 2020, this is 59% percent of the global population. India, China and USA have the highest number of internet users in the world.

With these many users on the internet and their will to spend money online you have to be 1 step ahead of everyone at all times. More so, post-COVID19 era will largely  be dependent on Digital Strategies. Keeping in mind the social distancing.

How to build a Digital Marketing Strategy for your Business?

Understand who your Clients are and what do they want?

First and foremost, you need to understand who your clients are. This means, understanding your client’s need, what they like, how they like it, and when they like it. Once you have your finger on this pulse, you can tweak the messaging for different client base.

Recognize your Goals

It is crucial that you recognize your marketing goals. It is you who needs to figure out what your goals are. Is it just to generate leads or maybe increase your sales or maybe widen the reach in your area. Be very precise and articulate while defining your goals.

Building on Digital Marketing Strategies

This can be divided in to 3 sub-sections:

  • Earned Media
  • Owned Media
  • Paid Media

Earned Media

Earned media is basically online word of mouth, usually seen in the form of ‘viral’ posts/videos, mentions, shares, retweets, reviews, recommendations, or content picked up by 3rd party web sites. One of the most effective driving forces of earned media is usually a combination of strong organic rankings on the Search Engines.

While working on the Digital Strategy for Earned Media, think about what is the best of the best of your business, maybe, your work culture or your employee satisfaction score. Or maybe even as small as a Facebook post that has thousands of likes and share because of it’s content. Use that to your advantage. Let people know about your products, let them speak about you and share and retweet, etc.

Owned Media

All the Digital Properties that you own is your Owned Media. This includes things like blogs, social media profiles, a website, twitter account, Youtube Channel, etc. Invest time in building your properties as a brand. People should recognize you by your brand.

Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers to rep your products or services, impacting the reach and recognition your pieces receive

Create a Plan

The next step will be to start creating your marketing plan. This is the what & how of the plan. It is here that you spend your time planning for – What to do and How to do things in order to attract maximum people to your properties. This may include, what are you going to post on your social media platforms? Maybe a new Video on YouTube. Or even a blog on your site. Identify your customer’s need and deliver accordingly.

And that was it. Hope after reading through this article, you gained some insights and are now itching to implement your ideas for the growth of your business.

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How can SEO help me?

Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP).

As per the latest research by Google, 87% of users never go to page 2 of searches. Hence, where a site ranks in a ‘search results page’ is essential for directing more traffic towards the site. Higher a website ranks in organic search results, greater are the chances that that site will be visited by a user.

Why you should invest in SEO:

Increase in Organic Traffic: Investing in SEO will result in better search engine rankings resulting in significant increase in organic traffic, which will help increase revenues. Since the organic traffic is ‘intent based’, it has a higher probability of conversion.

Cheaper than Traditional Advertising: Compared to the costs associated with other forms of online marketing such as PPC (pay per click) advertising, social media marketing, SEO does provide fairly good ROI. Organic SEO in many ways remains a bedrock of your online presence since it’s going to drive consistent traffic.

Increase in Brand Awareness: Your website is striving for the pole position, viz., at the top of the search results. Once the top position is gained and site gains authority and credibility additional exposure to your website results in more opportunity for potential customers to see your content and associate your brand.

Want to learn more? Drop us a message.

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Why Digital Marketing is Important for Small Business?

Digital Marketing is about building relationships and reaching potential customers online. It’s a worthwhile investment as many look for a business on their mobile or laptop before they see it in person.

When small businesses get started, their focus is often on how to get their first group of customers through the door. They may rely on traditional forms of advertising, such as print ads and coupon mailers or even big signs on the side of the road. They may trust that since they know they offer a good product or service, it’s only a matter of time until customers will find their way to them. While this strategy may bring in a trickle of business, there is a better and easier way. Small businesses should consider the huge marketplace of prospects online. No small business, no matter how new, should overlook this vast marketplace. The group of potential customers that are found online is a much larger group of people than you are likely to be able to attract locally. Using digital marketing, you can reach an enormous audience in a way that is both cost-effective and measurable.

Other benefits of online marketing include:

  • The ability to interact with your prospects and learn exactly what they are looking for
  • The ability to reach a global marketplace
  • You can save money and reach more customers for less money than traditional marketing methods
  • Get to know your audience and allow them to know you personally which can help to create brand loyalty
  • You can track responses to your marketing efforts immediately

Want to learn more? Give us a call and we’ll be happy to assist!

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