Following yesterdays announcement of the Government’s staged easing of the lockdown, not much is set to change in the world of digital marketing. However, this phased release won’t see the hospitality industry reopening until at least July. The Advertising Association have shared their thoughts on this recent briefing and despite the pause on hospitality and tourism, how some places are managing to find digital success during this testing time.
Here’s our 5 to watch this week in digital…
Technology is evolving rapidly and adapting to this as a business can prove crucial to your success. Traditional marketing involves printed literature, radio and television advertisements and boards – digital marketing can use these same advertisements but in a digital format. Utilising both types of marketing in your strategy has proven to be successful, as well as acclimatising a business to industry trends.
COVID-19 has had a disastrous effect on the travel and tourism industry, particularly as global travel is currently restricted. Since the start of the lockdown, Visit Faroe Islands have been offering virtual tours of the island. For a small, quiet island they’ve seen massive digital success; their page now has 254,000 Instagram followers and 251,000 likes on Facebook – astonishingly, the island only has a population of around 53,000. One important piece of advice is to explore what makes you different from your competitors and use it to your advantage.
Though it seems we’re on the path to some kind of normality, there is still a long way to go and advertising seems to play an important part. Stephen Woodford, chief executive of the Advertising Association shared his opinions on the situation with The Drum. He believes that advertising has been crucial during this lockdown and will continue to be until the pandemic settles, with people and businesses turning their creative energy into something more meaningful.
A recent survey by SmarterHQ has found that “72% of consumers said they’d only engage with marketing tactics tailored to their specific, unique interests.” However, some businesses are struggling to build brand loyalty with their customers. Vivek Lakshman from Reve Marketing explains that targeted ads can be an issue for marketers as they can provide irrelevant content, discouraging any further action and distrust with the brand.
Despite being in the middle of a global pandemic, businesses need to stay on top of the latest trends and new tech that’s available on the market. In a recent expert panel discussion, 16 professionals from the Forbes Communications Council take a look at the newest B2B marketing trends. Liza Horowitz from Beacon Platform says that as marketers, we should master the soft sell and stay compassionate during this time. She believes that we should lead with empathy and create more thought leadership content.
Here at Modo25, we think there’s a fine line between sales and marketing during the pandemic, but it shouldn’t stop you from marketing. Take a look at what our team think in our insights article here.