Digital changes in times of crisis

With the whole world turned upside down and we are able to travel less, full education is still not available, and the majority of employees work from home, you see consumer buying behavior changing. This change is affecting buying behavior in B2B and the marketing machine will have to adapt to this new reality. But how do you do that?

More time and attention to digital marketing‍

Due to a reduction in physical appointments, B2B and service industries have more time and focus for their digital marketing and social media channels. This focus can contribute to still achieving revenue goals. The advantage of digital marketing is that it is and remains measurable. It also does not require face-to-face interaction. Marketers can easily get a good picture of their return on investment (ROI) and can therefore see which activities produce the greatest number of quality leads and at what cost.

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A shift within the event industry‍

Without a doubt, the current situation will have a huge impact on the event industry. Instead of real-life events, there will have to be a shift to virtual events, with the main goal being greater reach and visibly more interaction. With almost the entire event industry grinding to a halt, more money will have to be put into digital marketing to convert lost leads into successful ones.

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Television and online media consumption rises‍

Current insights show that companies are spending less money on advertising, among other things. However, there is expected to be an increase in TV and streaming media consumption. Marketers can capitalize on this by investing in online marketing with a focus on the at-home audience.

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‍Anincrease in e-commerce

‍The fact that consumers are expected to stay home and avoid social interactions is leading to an increase in online purchases. A golden opportunity for commercial companies to capitalize on this and take full advantage of the situation.

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More time for optimization

‍Finally, we marketers often complain that we do not have time to review our current marketing strategy due to high workload. But with the benefit of working from home, we should have more time to review our marketing strategy and refine SEO, PPC, socials, re-marketing, programmatic, video or content marketing strategies. This is the time to learn new skills, such as data science - which can be a good additional skill for digital marketers - but also to start looking even more closely at what's best for your customer.

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Our conclusion: by strengthening the focus on digital marketing in these crazy times, normality is maintained and a competitive advantage lies ahead. Win-win!

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