Online marketing in turbulent times: a brief guide to gaining a competitive edge

• What, where and how do people shop?

Which brings us to the second question:

• What, where and how will they shop?

And a more detailed answer?
On the one hand, the crisis naturally brings uncertainty and anxiety. On the other hand, it is a huge opportunity. To look at your business differently. To innovate and take a big step forward. To discover possibilities we didn’t know existed. And the best part is, it doesn’t have to be complicated at all. The first two weeks of market analysis already show that well-thought-out online marketing can do a world of good in both B2B and B2C segments. Provided we approach it strategically and with a vision.

Because one day, this whole mess will be over. Then it will become clear who used common sense in time and managed to think ahead. And who buried their head in the sand and hoped “it would blow over and things would go back to normal”. They won’t. We will all be as strong as our ability to steer the ship in the right direction right now. Thanks to the crisis, in just a few months we could find ourselves on the ride of a lifetime, riding magnificent waves. Or we could wake up shipwrecked on the shallows.

The question isn’t whether to invest in marketing even during tough times. The question is where exactly. 

Let’s get to it. So what makes sense to do? 

We’ve mentioned well-thought-out online marketing. By that, we mean it pays off to find a bespoke solution for each client. Are you an established training agency? An FMCG corporation? Or do you have a small chain of sports equipment shops?

We’ve selected three scenarios your business might find itself in. And if not, we’ve got plenty of other ideas and solutions for you.

1/ You have operated offline until now.

As a result, you’re likely experiencing a drop in sales and uncertainty about when you’ll be able to resume production or sales. You have a great opportunity to take your first step online. Quickly and effectively. Here are some good steps to take:

• Set up a simple website or online shop. Show your customers that you’re reaching out to them and give them the chance to order online. You can have the first version up and running in a matter of hours.

• Launch a simple online campaign. Start with a minimal budget and see what brings you new customers.

2/ Go for a dual approach: offline and online.

Your offline sales may be stagnating, so you have the opportunity to channel all your energy into improving your online presence. You’ll soon thank yourself for every hour you devote to development. In a week, a month, and a year.

• Try out new marketing tools. Right now. Design a fresh landing page. Create a microsite to reach a new target audience. Your customers are glued to their screens. They have time, and it’s never been easier to reach them than it is now.

• Improve your SEO and target new customer segments.

• Introduce innovations. Surprise your customers with new possibilities and give them the chance to have you even more “just a click away”. How about a new communication platform where you can share interesting tips about your products? Or a simple product configurator? Don’t be afraid to seek out new technologies and be the first in your industry to introduce them.

3/ You’re right at home online.

Your sales are skyrocketing and you might not be able to keep up with orders. Look for ways to make the most of this wave.

• Analyse the effectiveness of your campaigns. It can change from day to day, and good analysis can save you tens of per cent on your investment.

• Optimise your website and campaigns for the target groups that are most profitable for you to reach.

• Improve your data management and look for new insights within it.

Got it? Get in touch with your answers and together we’ll find meaningful steps for your online marketing. The whole world of business is undergoing rapid change and here at AITOM we want to be there with you. We look forward to hearing from you!

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