TMCnet Feature
February 02, 2021

From Surviving to Dominating: Digital Marketing Tactics Thrive in the Post-Pandemic World

The COVID-19 pandemic has created several economic paradoxes. While there has been a decline in the rate of employment, the stock market has gone up. Even though many companies are experiencing a revenue slump, their endeavors to adopt digital technologies have accelerated dramatically.

Companies from almost every industry had to adapt remote working tools for their employees. As brick and mortar stores had to close down, retailers had to create e-commerce websites and acquire site management systems hastily. Businesses from every industry had to transfer their marketing strategies to digital methods.

Experts from every reputable digital marketing company know that the changes come with opportunities to create efficient processes and better customer service. Here we have discussed some of the digital marketing tactics that will enable businesses to survive and dominate in the post-pandemic world.

Inside Selling

Many businesses had to turn their outside sales techniques into inside selling during the pandemic. Most of them thought that the changes would be temporary, but they started noticing the benefits of inside selling and have adopted the technique for their long-term marketing model.

Businesses have realized that they can use inside selling to reach prospects and decision-makers anywhere in the world. Most sales-software products contain features like live chat and video conferencing these days allowing sellers to add a personal touch to their follow-ups.

It helps the sales teams to adapt themselves according to the prospective buyer, which increases their efficiency. Businesses have noticed that productivity for inside sales teams has gone up by 43% for phone calls, 10% for voicemails, and 9% for emails.

More than 80% of consumers believe in online research before deciding to purchase a product or service. Therefore, sales teams can utilize their time to build relationships and offer information instead of providing demos in-person.

Online Marketing Metrics

Billboards are empty because the marketing world has already moved online. It allows business owners and managers to manage their marketing budget and strategies using various metrics, such as website traffic, email response rates, social media engagement, and several others.

It gives them real-time insight into the channels that prove more effective than others to engage customers. They can also track the shifts in consumer behavior and adjust their strategies to take action within hours.

Most business owners who have shifted to using digital marketing metrics have noticed unprecedented increases in consumer engagement. However, companies new to online marketing strategies should maintain caution not to open too many digital channels together, as it can overwhelm the teams.

Marketing Flywheel

Businesses have realized during the pandemic that consumer sentiments are the most essential for their growth. Organizations that wish to prioritize a customer’s experience in the post-pandemic world have started abandoning the marketing funnel and adopting the flywheel.

The marketing funnel was focused entirely on acquiring customers. However, the flywheel is designed to ensure a satisfactory customer experience throughout their journey with the company. Businesses that adopt the marketing flywheel place the consumer in the middle and device strategies to attract, engage and delight them.

It enables them to identify any areas which might cause displeasure to a customer. The flywheel model also aims to promote referrals and word-of-mouth marketing. Businesses can adopt the flywheel model in three steps:

  • Identify core business metrics, monitor progress, and improve lagging areas
  • Identify the areas of business that can impact the flywheel metrics
  • Identify areas of friction that can counteract the flywheel motion

Clean Tech-Stack

Most companies have to adapt themselves to the use of several new technologies to accelerate their digital transformation. While they can benefit from the plethora of powerful software, they should remain cautious while doing so. Inexperienced business owners and managers run the risk of adopting too many tools that are not compatible with one another.

For example, they might buy a digital marketing software that is not compatible with social media post automation. So, instead of choosing a bloated tech stack of digital marketing tools, they should select an array of multifunctional software instead.

The choice of digital tools should also allow the internal teams to access every source of consumer data seamlessly. While choosing software, businesses should consider the ease of integrating additional tools or platforms to manage a clean tech-stack.

Chat-Based Customer Service

The customer service industry has undergone a tremendous transformation during the pandemic. Most businesses started implementing chatbots, which enabled a semi self-service option for consumers. It helps the customer find common solutions with greater ease than calling or emailing the company.

Businesses can not only free customer service staff but also manage the increased volumes of queries efficiently. Many companies have also introduced an elaborate FAQ page in addition to chat-based customer service.

Most business owners have recognized 2020 as the year of great digital acceleration. Companies from every industry had to undergo a rapid digital transformation that usually happens in a decade.

A lot of organizations thought of these changes as temporary ways to deal with the situation. However, the digital transformations have paved the future for businesses to survive and thrive in the post-pandemic world.

» More TMCnet Feature Articles


» More TMCnet Feature Articles