It is no secret that the coronavirus outbreak has utterly changed our daily routine, habits, markets, and most importantly our lives. Many of us are quarantining and trying their best in maintaining social distance. As a result, this has changed the way we perform certain activities, shopping is among them.
As a result, the impact on business is inevitable and undeniable. Some spheres of business have grown a lot, some others have felt a huge drop. However, how this pandemic crisis have changed e-commerce? And what are the best solutions or strategies for their companies to survive the period?
The quickest developing and declining e-commerce product spheres
Recently consumers’ needs and behavior have altered a lot. Now, these consumers are opting for certain products and services over others, some of them even forgoing unessential stuff. As a result, some of the companies have turned bankrupt, however, many e-commerce businesses are still staying afloat.
According to data analysis from software companies and retail intelligence, some indicators show that sales of certain e-commerce products are quickly rising while others are dropping.
Among the product spheres that are becoming more popular are bread machines, dishwashing supplies, disposable gloves, cold and cough medicine, packaged foods, pet food, toilet paper, equipment for weight training, and vitamins. The least popular good spheres are clothes and shoes, gym bags, suitcases, cameras, supplies for events and parties.
Surviving the global crisis with the help of digital marketing
To be in the picture of the situation with a crisis, you need to adapt your digital marketing strategy accordingly.
1. Make the PPC campaigns more effective
Many marketers may try at first to completely turn off their pay-per-click (PPC) campaigns. However, if this tool is your first option when you want to attract your target audience, rejecting these campaigns would only afflict damage to your business. Moreover, if you continue working with them your cost per click (CPC) will rise when you reboot your campaign. This happens because these campaigns go through a new learning stage. We suggest you save your PPC campaigns ongoing, however, try to make them more effective.
While many business are bound to shorten their online advertising, you still could benefit from improved click-through rates (CTRs) and cheaper CPCs. Improved CTRs mean that you have a higher possibility for a high-quality score and much lower CPCs in the long run.
In the meantime, take steps to control your PPC budget more effectively. To do that, you can try:
- Concentrating on the most popular products and services;
- Slashing your budget for those keywords that are connected with secondary products;
- Put your money in keywords that will attract more conversions.
2. Make use of email marketing to communicate with your customers
While many of your customers have been social distancing, they also have to search for ways to stay in touch with a world. Given this information you can use it for email marketing to develop connections while helping your sales to rise:
- Promote those products that may help your target audience during the quarantine, and give an explanation of how they can benefit from them;
- Notify your clients about possible pre-order campaigns where they can purchase products in advance and receive it later when it is launched. This technique allows you to foretell the amount of demand and earn money earlier to help your financial needs or issues;
- Send notifications about products coming back in stock to those customers who have signed up for your notifications or waiting list. This way you put your customers on notice when the product is going to be in stock again. Moreover, you will develop a useful list of emails for your future campaigns.
- Spread products, ideas, and media that add support to your products and services (for instance, videos, games, and even some downloadable products). As a result, you will stay connected with your customers and make them satisfied while they are staying at home.
3. Make a useful input into social media
Nowadays, while people are spending more time online, of course, they use social media more too. Thus, this is a great chance to communicate in several ways:
- Build customer communities to help them be more connected;
- Offer them useful content that can help during a connection period;
- Give an explanation of the advantages and solutions that your product or service offered;
- Respect and support those customers who have been using your service or product and sharing it to others;
- Spread positive and fun things to help customers pull through hard times.
4. Share positive stories with journalists
While the media covers a lot of information on coronavirus, people are waiting for stories that will distract them and make them happy. Thus, to help your customers with this task, you can share positive stories with journalists. Explain how exactly your company is coping with pandemic and how it helps others. Mention funny moments that can cheer up people and distract them for some time.
We have brought up some useful ideas to help you to adjust your e-commerce digital marketing to the pandemic crisis. All these four ideas have in common one peculiar thing. All of them can stimulate proactive, creative, and positive mindset that may help you build new strategies that will be the best for the future of your business.