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15/07/2020 | Richard Hardy

Blog.
Navigating the Next Normal

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A digital path to recovery

Covid-19 is a human tragedy with a huge impact on the global economy. We’re all trying to make sense of the next normal which is taking shape before our eyes. Here we explain why digital marketing will be an essential part of the recovery for your business.

React, stabilise, plan

Covid-19’s impact on business has been seismic. At first we all held on tight and reacted. Then came efforts to mitigate the impact of the outbreak and stabilise our businesses. 

As the pandemic continues to evolve, it’s now time to focus on getting business back on track, addressing the changes needed in the months ahead. Now is the time to build a strategy to come back stronger.

Desperate times, digital measures

In the past three months, most businesses have digitised at least some part of their business to protect employees and serve their customers. As Bob Swan, Intel’s CEO, wrote in an open letter to customers

“We are witnessing what will surely be remembered as a historic deployment of remote work and digital access to services across every domain.”

A recent survey by McKinsey concluded that “we have vaulted five years forward in consumer and business digital adoption in a matter of around eight weeks.”

A perfect match

While the scale and pace of change is impressive, it really isn’t surprising. Digital is a channel perfectly suited to the times. It’s accessible, adaptable, cost-effective and targeted. 

Here are five reasons why your business should leverage the power of digital marketing as the next normal emerges.

 

1. The future is uncertain.
Be adaptable.

The truth is, no one knows exactly how this situation will play out. From clusters to second waves, the future is uncertain. So how do you plan for that? 

You build adaptability into your strategy from the start.

With rapid changes in market dynamics and customer sentiment, you need to be on the lookout to assess and adapt every element of your brand and marketing. And that’s where digital is a perfect fit.

If decisions made two weeks ago are not appropriate today, that’s not a problem. Websites can be optimised, digital adverts updated and automated emails reworded to meet new requirements.

At Webreality we're obsessive about supporting our clients. It's what differentiates us from most other agencies. Our team is selected for their skills and attitude - fanatical about keeping our clients' digital strategies on point.

If you need an agency to ensure your website and digital marketing can adapt quickly to change, we’re ready to talk.

 

2. People are unsure.
Be reassuring.

Everyone is feeling a little unsure about the future, so businesses must think of creative and innovative ways to reassure consumers, partners, and other stakeholders.

It’s time to take a look at your brand’s digital assets and assess how well they genuinely help your customers and contacts.

From streamlining processes to providing customers with the incentives they need to purchase, your digital channels can give people a positive experience and make them feel that bit happier about the world. And that’s good for business.

But it’s crucial to hit the right tone. You need to carefully evaluate your messaging – tone, imagery, copy, keywords and advert placements - to ensure it’s appropriate and relevant to this new reality.

Webreality’s marketing team are experts at analysing audience needs and sentiment, then designing communications and campaigns to hit the right note and get the right result.

Our team of analysts, strategists, copywriters and designers can help you to tailor your message and reassure your audience, giving them the confidence to do business with you.

 

3. Everything has changed.
Test, learn & refine.

At the heart of effective digital marketing is the cycle of test, learn and refine. We design solutions, learn from performance data, then optimise to achieve better results. With the uncertainty Covid-19 has caused, there’s never been a better time to benefit from this strategy.

We’re all feeling our way into this new reality. A bit of guesswork is inevitable. Digital channels enable us to quickly develop and try new ideas, designs and technologies. We can see how they really work in the wild, then refine and optimise to get better results.

Webreality’s full service team lives and breathes this approach. Analysing ad campaigns, improving click-through rates, optimising websites to improve conversion - we are committed to ensuring our clients’ digital marketing performs at its best.

Get in touch to discuss how we can ensure your marketing spend gets a return on investment.

 

4. The economy has suffered.
Be targeted and cost-effective.

Every business should monitor expenditure closely, particularly in tough times. When it comes to marketing spend, you want every penny to count.

With digital marketing, you can accurately target the right audience. This is cost-effective because you don’t waste money broadcasting your message to the wrong people, in the wrong place, at the wrong time.

SEO and pay-per-click advertising allow you to reach consumers who are already searching for topics relevant to your business. These are the easiest leads, and you don’t want to miss them.

Display advertising and social media content enable you to target people most likely to be interested in your products or services based on detailed demographic information. These channels are important for brand awareness and lead generation.

Webreality’s digital marketing team are experts at ensuring our clients’ campaigns hit the target. We research and analyse customer behaviour in detail, building a precise plan for where and how our clients can target their audience. 

We take pride in executing cost-effective campaigns that get results.

 

5. There are opportunities.
Be clever.

Companies that make the right investments in digital now can build an enduring advantage in serving customers.

Under lockdown consumers have found new ways to learn, work, entertain themselves, shop, connect with others, and increase wellness while at home. And many of these are here to stay.

Much of this activity happens digitally, and businesses that accelerate their digital offerings can see increased engagement. Now.

Success in digital channels also has the potential to reduce the costs of lead-generation, customer acquisition and fulfilment. It can also increase reach: the shareability of digital experience enables satisfied customers to become advocates.

Businesses prepared to grab these opportunities need to use an agile, iterative approach, trying new things and refining them to achieve success. Making the most of digital channels will help them to quickly meet changing customer needs and expectations, and to prepare for future industry disruption - whether it’s a pandemic or financial downturn.

At Webreality we've supported our clients for over 20 years. We’ve fostered many successful long-term partnerships built on mutual respect, good management, resilience and prudent planning. We’re good at spotting opportunities, and we work smart to make the most of them.

If you are developing your digital strategy to ensure your business adapts to emerging post-Covid challenges, please do get in touch to discuss how we can support you. 

Webreality. We’re the digital agency with a business brain.