The current world crisis caused by the Covid – 19, has brought as a main consequence radical changes in the social and consumption habits of people in their day to day.
From large industries to small businesses, they have had to adapt to the new measures of coexistence of the population, which has forced them to reinvent themselves in order to remain present in the market.
The big brands, as well as the small traders have found that the different digital platforms are their only tool to continue being present in the different markets.
As the mobility of the population has been reduced, people have been forced to make their purchases and arrangements through different digital platforms, so digital marketing now plays a key role, companies have to work hand in hand with it, to continue to communicate and inform on a regular basis and that brands continue to grow and enhance their products and services oriented to sales.
Due to this approach, Cool Tabs in collaboration with EUDE Business School carried out the Study on “Digital Marketing in covid-19 times”, with the aim of analyzing the impact of the pandemic on industry, business and, more specifically, the digital marketing sector, and to know how it has affected consumer behavior.
The consumption habits of the population have changed during the health crisis, most people claim to have bought food or basic goods online during quarantine, emphasizing the importance that companies must have an efficient and simple digital platform for their customers.
During the coronavirus crisis, the brand-consumer relationship has been strengthened, companies have had to improve and adapt the messages they want to transmit to their customers, showing empathy, honesty, courage, solidarity and commitment to the population.
As a consequence of the pandemic, companies resorted to teleworking to be able to continue carrying out their activities, so they have had to implement new technologies so that workers could continue to carry out their tasks from their homes, from adapting their computers to the use of video-call applications as a basic mean of communication, It has been a real challenge to adapt in order to achieve effective internal communication.
The digitalization in the business processes helped to maintain and solve through the different platforms the difficulties and the communication with their clients, this is a process that must be kept and continue updated with the new technologies.
Customers are increasingly demanding, requiring higher quality services from companies, so the form of communication must show solidarity, fluid and empathic messages, so that companies that have managed to adapt more quickly have obtained better results showing a higher level of competitiveness, confidence, visibility, image, thus reducing the impact of the crisis, increasing customer loyalty and attracting new customers.
Being undoubtedly the digital marketing the most favored sector as a result of the health crisis, marking a historic moment in the before and after the new digital era, therefore, having a solid and ingenious digital strategy in these times is the solution.
About the author
This article was written by Giuliana Estica Valderrama