Digital Marketing Weapons for the business world

Future of Marketing:?

Digital Marketing Weapons for the business world after COVID-19It is coming of covid-19 That will change every aspect of human life from 2020 onwards, forcing marketers to contemplate marketing strategies in unprecedented situations. Marketing in the business world after COVID-19 How will it change??

?The industry's leading agency. The person behind the advertising and marketing strategy of many businesses and brands in every sector. Let's share experiences in adjusting strategies to cope with the company's survival from the crisis and the future.

Switch from Offline to Online

As a significant agency in the media industry, in 2019, 1/3 of the total advertising budget of 100 billion baht of businesses in Thailand is under Group M, which is media spending. Digital. The top 5 sectors with the highest spending on advertising budgets are 1) Automotive 2) Skincare 3) Telecommunication 4) Banking 5) Food and beverages. In the opinion of Swat, The ranking of the business sector that spends on advertising media has not changed. Because they are all big businesses. But what has changed is that the advertising format will adapt to the current situation. Such as, an automotive industry that is subject to restrictions cannot organize a motor show that can be an offline event. Must switch to digital media mainly, such as Search, because the fact that people are searching for a car indicates a need in the market. Or if you are looking for old customers using digital media to find old customers. If the customer has not yet purchased, It uses the method of collecting data /Remarketing to interested customers. These patterns occur in many businesses that are High Involvement products. Digital channels are the answer that reaches customers the best.

Consumer behavior has changed. marketing strategy change

For skincare products, the company will use to broadcast advertisements on Youtube, which is not an important point because consumers have to use skincare. But what has changed is the distribution channel. because during the lockdown the mall is closed Customers need to buy via e-Commerce, where customers experience a new buying experience. When the mall is back open as usual There may be some customers who don't return to shop offline again, so it's an opportunity for marketers to use customer data from online sales to create a retargeting strategy to drive targeted ads. or old customers who are familiar with the product rather than attracting new customers from other brands Like Grocery, pre-Covid, consumers rarely buy Grocery online but during the lockdown. must order online When the mall opens, there may be some groups still buying online. while some people want to go back to the mall Marketers need to figure out which groups of customers they are in. What are the proportions?

Adjust strategies to find a place in the minds of customers

Food & beverage products can be divided into 1) products on the freezer shelf are things that people still need to eat regularly. There is a sales channel through the mini-mart. Convenience stores that are not closed during the lockdown and then can sell online The affected part are the group sent into the restaurant. When the restaurant is not available to eat at the shop and then have to change to Delivery. This group of products has to adjust to being tied to the delivery of restaurants instead. 2) Restaurant business. During the lockdown period that has to close the shop and change to selling via delivery, any shop that has a distinctive feature as a food item, such as street food and already doing delivery, is a time that sells better. But if the shop has a distinctive point of service It is necessary to adjust more. Because delivery sales can't deliver services that are the point of sale of the shop. Can deliver only the food only, what many restaurants do is to organize a special discount promotion. Adjust the format to sell Lunch Box or release a new menu to suit delivery??

Even in the case of restaurants that already focus on delivery services, such as KFC, they still have to adjust their workflow to keep up with more orders. and when people switch to cooking food at home The marketing team had to adjust their communication strategy on what KFC chicken could be cooked at home. Or some stores use the method of selling vouchers to customers first to get cash. Then there are DIY foods such as snacks, Tokyo snacks, selling ingredients for customers to cook at home. It is very popular because customers enjoy cooking. If it's an Omakase/Chef Table Japanese restaurant that sells the chef's experience to live cooking. There is a temporary closure of the shop. Or change to selling box sets, but it's not popular because the experience is not like the shop. Some shops have released new menus at all. Because the shop's reputation is a strength that customers can trust in the quality and ready to order. Some restaurants send chefs to make customers eat at home, for example. All of this concludes that marketers have to work hard all the time to adapt. Adapt your strategy to your needs and find a place in your customers' minds.

in the fashion business Usually, customers like to go shopping for the last clothes because they can try on the dress as well. but because covid-19, changes the behavior of customers. Any store that is already selling via e-Commerce can improve the online channel to get more customers. But if any shop is selling in front of the shop mainly, they have to stop and slow down first. Some people even want to sell online. but was not prepared via this channel before, so I couldn't change it in time Or some stores have changed new products at all, for example, changing to selling cloth masks, etc. However, entrepreneurs must mainly look at the customer's demand and adjust in that direction. It can be seen that during the covers, there will be quite a lot of comfortable clothes coming out. It is a trend in casual style work clothes. good to wear at home You can wear it to work.

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