6 Learnings About Marketing In Challenging Times

Aug 19, 2020

It feels like years ago, that we were hugging friends, that kids didn’t know the word hand sanitiser, that you could just walk into any restaurant and get a table. And that we were all together in the office.
When a disaster ‘hits’, people tend to tell each other where they were at the moment it happened. I think this ‘disaster- moment’ with COVID-19 for me was when our team at ClickedOn decided to start working from home and not go back to the office.
So, we started working from home, and, before we knew it, we were getting organised. Not only in our set up but also reaching out to our clients and to the platforms we work with; Google, LinkedIn and Facebook. We started connecting the dots and focused on opportunities instead of threats.
For example, Google started helping businesses out by granting an additional budget. They helped out by pulling trend reports to justify numbers and help identify opportunities within required categories. LinkedIn was also helpful in providing valuable insights and trends.
Now, again or still, the future could be full of surprises, and businesses are not sure whether they should hold back or not. Start that one campaign, or not? Renew the website, or not?
At ClickedOn, we look at every account with an open mind and a positive attitude. Because no account, no strategy and no industry are the same. However, there are a couple of learnings that apply to most of the businesses, that makes us confident we can help our clients with the best advice, whatever the future may bring.
I’d like to share a couple of them;
  1. Do not panic. Fear is the worst counsellor. Let’s get that out of the way first.
  2. Your customers are not, all of a sudden, reluctant to buy. They are just unable or unsure. So, focus on the long term. Keep, at the least, your brand campaigns running (unless it is inappropriate of course).
  3. Following on to that, realise that cutting budgets provide a short term relief. It’s a risky strategy in the long term. You will lose share of voice with all its consequences.
  4. This is a good time to show your (brand) personality. Take a moment to place your product in the current (economic) environment and think; Can you be a little bit funny? Can you show generosity? How can you show more of your brands character?
  5. The world has changed. Map out the consequences and possible future scenarios for your target group and see how you can tap in. Execution is key here! As outlined above, get your tone of voice right. Being prepared makes you confident and gives less stress. Remember, there is a thin line between being prepared and flexible. We’ll help with that.
  6. Keep up to date with your opportunities; This is how Google helps Facebook boosts businesses with grants. This is how LinkedIn helps small businesses.
Is your marketing future-proof?

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