SUMMER 2020 EDITION

WHY DIGITAL PRESENCE MATTERS DURING COVID-19 AND BEYOND

Change is always a disruptor to the business-as-usual mindset, but the exciting thing is that it allows new creativity to come into play that you may not have dared to attempt previously in your tried-andtrue marketing tactics. In times of a crisis, it can be hard for businesses to know where to begin. But every company needs a digital strategy, especially during the COVID-19 era.

It's a tougher marketplace for many companies, but there is good news and that is, everyone is home, online and paying attention to different digital mediums. Companies are adjusting and innovating with digital solutions. They are presenting products digitally and substituting in-person events for webinars, virtual tours, and video calls. It's prime time for moving more heavily into social media, case studies, blogs and other content to engage people now, as they are seeking escapism, entertainment and information.

We Are Social and Hootsuite's latest collection of Global Digital 2020 reports reveals the following compelling digital key trends and insights:

  • There are 5.2 billion unique mobile users in the world today, up 124 million (2.4%) compared to 2019.
  • There are 4.54 billion internet users in 2020, an increase of 298 million (7%) versus January 2019.
  • There are 3.80 billion social media users in 2020, with the worldwide total growing by 321 million (9%) since this time last year.

The sheer numbers of digital users around the globe speak to the immense possibilities that businesses have if the right digital marketing strategy is employed. When done right, digital marketing during a crisis offers companies opportunities to:

Focus on Customer Experience

Customers expect us to know about their wants and needs. Therefore, they value relevant content across the channels they engage with on a daily basis. If they don't know your company, providing content they're interested in is the best way to open the door to your offerings. Be sure that your messaging matches their interests and is appropriate for the specific medium to deepen their interest and connection with your company.

Add Value to Customer Relationships

Consistency in your company's look and feel across digital channels is very important. Right now, that means using mindful marketing—tying in simple messages that address COVID-19 and social responsibility. Tone and human-centric messaging will resonate as recovery comes—that is the emotionally driven take-away to inspire your customers. Highlight how your company can help by sharing valuable content and responding with compassion.

While addressing the current pandemic thoughtfully, you can also alleviate customer concerns by providing productspecific tutorials, seminars that feature your company's experts and opportunities for participants to ask questions in real-time.

Increase Credibility and Trust

Remember, whatever your company does now will remain in peoples' minds once our new normal emerges.

Customers want to do business with people they trust. Your marketing efforts need to reinforce your company's credibility and affinity with your customers' values. Your customers' positive interactions with your business can trigger lasting feelings of trust and loyalty.

Don't just deliver content. Instead, deliver relative, emotional, value-added customer experiences. Developing powerful, recognizable and relatable offerings—which set you apart from other companies and speak to the current times—will solidify company trust.

Engage customers and humanize your company during this unprecedented crisis. Display that you are true to your value proposition by offering full service to them even now while they are sitting at home.

Lynn Powell
Lynn Powell is the Chief Marketing Officer at CMA and has more than 20 years of experience in client services, account management, operations, business development and financial administration. She’s responsible for client services, coordinating processes and directing the marketing operations across CMA. CMA is a full-service communications, marketing, and association management firm, which has provided its clients with award-winning and proven results for more than 30 years. For more information, visit cmasolutions.com.