The Covid-19 epidemic has shaken the spine of the global economy. Since all the sectors are adversely affected by the health emergency, advertising industry too beginning to feel the pressure. However, the digital marketing arm of advertising seems to be emerging even stronger. Unlike, its traditional counterparts, digital advertising has become a useful tool even when the entire world is working from home.
The major reason behind the growth in digital advertising is the increased time that people are spending on social media platforms.
According to Digital 2020 April Global Statshot Report, big jumps in digital marketing activities are recorded, especially in countries that have seen the strictest lockdown like India.
DataReportal analysis indicates that 4.57 billion people now use the internet, an increase of more than 7% since this time last year. Social media users are growing even faster, up by more than 8% since April 2019 to reach 3.81 billion today.
All this has escalated digital advertising more than ever. In this blog, we are taking a look at how brands are heavily investing in digital marketing during the health emergency.
Scroll down to have a look at how brands are leveraging digital marketing in the time of global crises.
Amul
When it comes to digital marketing, we can’t start the list with any other brand than Amul. The dairy brand has known for its creative marketing strategy for years. Right from the Ramayana and Mahabharata era, to the present times, Amul’s advertising can leave anyone amazed. Now as all other mediums of advertising are shut, Amul is not directly promoting itself but creating the conversation around Covid-19.
Zomato
Zomato is yet another brand that is perfectly leveraging the testing times by coming up with different initiatives. While most companies are avoiding launching new services and products during the lockdown, fearing that it won’t get much attention, Zomato perfectly breaks the myth by coming up with a whole new service of contactless dining.
This was the perfect time for any brand to come up with contactless service and Zomato realized it on time.
Savlon
The leading hygiene brand Savlon has also geared up it’s digital marketing. With growing concerns around the #CoronaVirus, Savlon did its part by releasing a short video on some important things to remember while taking precautions against the deadly virus with the tagline #SurakshaAapkeHaathMein.
With this campaign, Savlon didn’t only manage to remain in conversation but also promoted itself with a digital-first approach.
Grofers
As brands are tapping the topical spots to mark their presence in the digital world, the online grocery giant, Gofers has been posting updates about Coronavirus and their service since a while now.
Durex
Durex is also turning a lot of eyeballs these days. As everyone is staying home these days, it turned as a golden opportunity for Durex. Taking a digital route, the Contraceptives manufacturer perfectly marketed their product by asking their consumers to “Stay In A Little Longer?”
On such initiatives by brands, Ranjan Bargotra, a Digital Marketing expert said, it is the perfect time for brands to turn the spotlight towards them.
This is the right time to grab the eyeballs because, in longer-term, consumers will only remember the brands who stood with them in the testing times, he shared.
Sumesh Cherian, a leading digital strategist, too agreed with Bargotra’s thoughts. However, he added that it might be the right time to grab eyeballs but advertisers cannot ignore the sensitivity of the situation.
Brands have to be very careful that they’re not directly promoting their products in the digital world. Rather they should create indirect conversations, said Cherian.
By doing so, Brands will get a double benefit, first, their products will remain in trend, second remind them as one of the few brands who stood with them during the tough times.
Moreover, we can say digital has become a new normal for the brands across categories. However, the leading industry experts believe that if the situation doesn’t come in hands soon, digital too will start reflecting the impacts of these global crises. But it will be in a better position compared to other mediums as digital advertising platforms have so far been spared the wrath of COVID-19.
Considering the density of the financial impact that is expected to hit India economy, companies have already started cutting their marketing budgets.
If sources are to be believed, we can say the digital advertising industry may have to settle for a 15-20 per cent growth this year as compared to the 27-30 per cent that was being forecast before this crisis broke out.
