When we experience times of crisis, as is the case of the coronavirus pandemic, marketing is transformed and offers its best resources to deal with adverse scenarios. The economy suffers and companies (from many sectors and of different sizes) are forced to adapt their strategies. Digital marketing becomes a fundamental cornerstone and is put to full use to provide the customer with everything he or she may need. We are seeing hundreds of examples of business models that have been reinvented and numerous good branding practices during these weeks. Find out more about them so you don’t get left behind!
Keys to crisis marketing
- eCommerce takes on a stronger role: obviously, in the face of confinement, any form of online shopping is a business advantage. Companies have boosted internet sales of their products or services, highlighting anything that may be more needed or useful during so many days at home. However, delivery services have had to be adapted to the situation, implementing “zero contact” protocols to avoid contagion.
- Personal interaction apps: people need to communicate, and the direct consequence of the coronavirus quarantine is that downloads of videoconferencing applications (and of Google Classroom in the case of education) have increased. In connection with this, Adobe is offering free access to Adobe Connect for a few months. Meanwhile, FNAC, for example, is bringing its forum events to your home, through the social network accounts of the various speakers.
- Business synergies: some companies are joining forces to offer joint offers that are more attractive to the customer and meet more needs. For example, Telepizza is giving away two months’ worth of the Sky streaming platform with its orders.
- Constant information: it is important to inform the customer periodically of the changes that are taking place in the business and how it is adapting to this exceptional situation. In situations as demanding as this, the SMS becomes an optimal channel for communication between companies and customers, as it is both fast and immediate. It ensures that your customers will read the message in the first 3 minutes after it is received, in 95% of the cases. At LINK Mobility we are experts in this channel, offering all kinds of solutions: from LINK multi-channel to the most innovative proposals on the market, such as Certified SMS and LINK Conversation.
- Purchase and return facilities: to support both suppliers and customers, in times of crisis companies make their policies more flexible in terms of commercial operations – deferring certain payments, eliminating penalties for order cancellations, postponing return deadlines, etc.
- Solidarity initiatives: the positive side of a crisis is the way solidarity comes to the surface. There are hundreds of examples of free products and services offered to individuals or groups to overcome the crisis. These go from entertainment proposals and cultural and educational contents, to free home deliveries, food and vehicles for the health sector, and resources to facilitate teleworking, among many others.
In short, when these periods of crisis occur, supporting, caring for and facilitating matters for customers are essential. At LINK Mobility we offer the best service and communication to employees and customers in these difficult times. Since the health crisis began, we have already sent more than 500 million SMS messages to governments, NGOs and businesses to provide updates and critical communications effectively and reliably.