Dear Reece and Carl
Is it wise for me to press ahead with a large marketing campaign during the cost-of-living crisis?
Sarah
We often get asked whether it's the right time to invest in digital marketing during a time of crisis. Our response is 'yes, but make sure you consider the following advice.' Customers, unsurprisingly, restrict their spending and so making every marketing pound count is key. How can you achieve this? By assessing all the data at your fingertips.
If you've got a website, do you regularly analyse how many people visited your site and what they viewed? Did they click through from a digital promo on your social media? What are customers saying about your brand on Facebook or Twitter? These insights will help you to review whether your marketing has been successful and where improvements can be made.
Reviewing your digital marketing channels at regular intervals will enable you to monitor which platforms are delivering the best results and eliminate any wastage of time and resources.
Delving into your audience data will ensure that your campaigns are targeted at the people most likely to purchase the products or services you offer.
The ability to pivot your business is essential: consider the way restaurants responded to the restrictions during lockdown. One of the reasons they were able to develop new business models at lightening speed was due to their investment in mobile responsive websites. Food outlet bosses knew that customers would be ordering takeaways on their phones and so their websites needed to fit onto these smaller screens.
As digital marketers, we see the benefits of developing campaigns that deliver the right results for companies all the time. No two organisations are the same so each marketing strategy has to be aligned to that business' unique goals and objectives.
Please contact us if you need any support with your marketing during 2023.
Send your questions to: hello@digitaldinos.co.uk