Re-analyzing E-Commerce Marketing Plan in Crisis

Do you know that quality marketing demands that you have a solid understanding of the target market? The truth is that you must have a clear idea of how your audience’s daily lives are, what the challenges they face, and how they perceive the world at large. With this knowledge, you can understand how to fit your brand into their lives. This is something that most of us in marketing knew from the start but with the Coronavirus outbreak none could have predicted what has happened now.

As social distancing becomes the new norm, and with businesses and schools shutting down indefinitely, almost everything that we had believed to be typical of one’s daily life has completely changed. The audience that you are now catering to is not the same anymore; they are suffering from anxiety and grief; their lives have been turned upside down, they are facing job-cuts and pay-cuts, and some are even risking their own health to make sure essential services go on. This situation does not have a precedent and there is no right or wrong way to manage the situation at hand. You can try to revive your businesses, focus on making your online presence even more powerful with solutions at affordable costs through BigCommerce coupons.

Steps to reanalyze your marketing plan:

• The first thing to do is avoid panic and relax even though these are trying times. You have to make use of this time to gain perspective since people’s lives are at threat. While your marketing campaigns may be valuable for your business, the primary focus must be on people’s health. Instead of retracting all digital marketing efforts, it is necessary to follow the “mere exposure effect”. This implies that when you are exposed to something more often, chances are that you will start to appreciate it. So, keep your business before your customers even if they are not buying anything from you at the moment.
• Your job is to analyze everything related to your brand, like the language, tone, and images. You need to revamp these assets or messages from a new perspective. You need to be sensitive to the fact that you are now catering to a world steeped in uncertainty, gloom, high unemployment, and general anxiety. Your customers are likely to be sensitive and now in the right mind to make purchases; so, you cannot hard-sell your stuff.
• You must also tweak your campaigns and adjust the timelines. All the elaborate campaigns will probably have to be postponed. While you should not do away with these altogether, your priority is to first look after your own home and employees. You have to come up with a new brand message that is worded sensitively and addresses the new customer concerns, one that sounds more human and transparent.
• Finally, your eCommerce marketing plan must reflect a positive mindset without seeming insensitive. You need to do your level best to maintain an upbeat attitude; you have to show your clients that you are with them and that you are hopeful about the future. At the same time, you must be careful not to be seen as being insensitive at any time through your words which belittles the impact of this pandemic on human lives.
  So, get the latest coupons from Don’tPayAll and find ways to scale up your business smartly without hurting the sentiments of your customers in any way.