An agile Business has crisis management and strategies to pivot marketing plans as its backbone. But at these unprecedented moments, all the uncertainty happening is first time for us all. All the known guidelines that were useful a week ago seem to be non-functional and needs an induced evolution.
Analytics in Marketing is now the only trusted close companion to walk together to achieve business goals. Here are some effectual analytic strategies for marketers in any business.
- SEGMENTATION.
Segmentation: geographical segmentation of the areas based on the impact of the virus, is a crucial data that can be used in analytics for marketers to decide a marketing campaign for their target audience in a crisis region.
Analyzing media data, where their performance is altered by the spread and the severity of the virus can be used accordingly.
- OFFLINE AND ONLINE STORES
Several measures are taken to control the spread of the pandemic, as a result, non-essential offline retail businesses are hit hard. Analyzing these data provides insight on investing in online e-commerce stores is a best marketing strategy.
Hence its high time that we launch campaign to promote our businesses online.
- GOOGLE Ads
If you are using search campaigns with Google Ads, you will get an analytics report from Google that gives you insights on your keywords, strength of your content, device used by customers, conversion rate and a comparison report of your competitors.
These analytic reports help you to benefit the maximum out from the Ad search campaign.
- Being Empathetic
Though achieving business goals is our priority, being courteous towards our customers is all the more important amid COVID-19. And analytics is not necessary to understand this. Hence marketers need to revise their messages and images that are obliging to the consumers, understanding the crisis.
- CONSUMER BUYING TRENDS
With all the lockdown and restrictions to travel far because of the COVID-19 outbreak, customers rely on local businesses to meet the essential needs. Analyzing these inputs, it is prudent for marketers to list their business as local business to provide a touchpoint to attract local customers.
And with the confinement, online purchases are considered to be safe haven for the audience. By analyzing these trends, it is high time a marketer focuses investing on paid search Ads or organic searches to attract new audience and also to interact with their existing customers.
