Cautious optimism surrounding the recent approval of the coronavirus vaccine may have us hoping for the best, but as the virus continues to rage, it’s still not business as usual. Maybe it never will be. We’ve had to pivot, to flex our agile muscles, to embrace digital marketing as never before.
Digital marketing offers substantial benefits, especially when it seems much of the world is exclusively operating digitally. It eliminates the need for face-to-face interaction (a key to stemming the virus’s spread), but it’s also measurable and easily adjustable. Analytics enables you to see your return on investment and quickly change anything that’s not working.
Digital Marketing Strategies and Tactics to Rebound from COVID-19
While many brands have opted to play it safe for fear of tarnishing their reputation—marketing experts suggest that now is not the time to sit back and hope for the best. Brands and marketers need to focus on offering short-term communication and innovation to secure long-term success in this unpredictable period. It’s a time to reinvent, inspire, and provide a viable solution to a very pressing problem.
Here are some examples of successful digital marketing campaigns to get you inspired:
Guinness Beer: St. Patrick’s Day Video
Guinness created a unique St. Patrick’s day video focused on a message that brings people together, offered a clear value, and let their consumers know that they were there for them in a campaign that will serve them well into the future.
The video uses an uplifting, inspirational tone coupled with a theme of communal care and solidarity to striking an emotional chord while demonstrating value and humanizing the brand in uncertain times.
Guinness yielded excellent results from its Covid-19 marketing campaign, which was original, relevant, and on-brand. The spot performed well above the US norm for brand favourability (49 percent).
Many people wanted to share the ad to be part of the Zeitgeist, with 21percent saying they would share it because the content defined the spirit and mood of the time.
Getty Museum: Creative Social Media
The pandemic closed museums, but the Getty Museum jumped at the opportunity to promote it