Why brands should retool their pre-pandemic digital strategy
Brand in Focus
The global Covid-19 pandemic has ushered in a new reality and businesses are becoming more reliant than ever on digital strategy. The economic crisis resulting from the pandemic prompted a large chunk of the world population to postpone big purchases and travel. Despite the financial downturn, experts say this is the time for businesses to boost, not cut, their digital strategy since digital is now the primary channel for many.
Mass digitisation and disruption, occasioned by the pandemic, have also meant that brands are more open to new ways of doing things. Behaviours that once seemed ingrained and impossible to change are now evolving. The same is true with organisations previously resistant to investing in digital, technology, and experimentation. At a time when a lot of traditional strategies have been upended, the pandemic has opened up a door to trying new things and evaluating brand-new approaches, value streams and delivery models.
As an organisation, is your digital roadmap solving the right challenges posed by the pandemic? How are you launching new products and nurturing relationships with prospects? There is no better time than now to take an honest look and re-prioritise your technology investments or develop newly inspired digital plans rooted in clear priorities and fresh insights. Businesses that are digital savvy must understand how they stack up against the competition, and where the urgency lies, in order to break down silos, empower agile teams, and inspire their best people.
In a year that many businesses around the world would like to forget, the coronavirus pandemic doubles as an unprecedented challenge and a tremendous catalyst for change. The positive change amid the industry-wide disruptions is the speed of digital transformation.
As things stand now, however, many clients are less open to the idea of letting agencies and other service providers walk through the door and shake their hands, and no-one really has any idea how long this will last and whether the novel corporate culture will lead to longer-term change. Digital is apparently the clear winner here, as companies, including those that did not have a Facebook page before, have moved into digital marketing, SEO and influencer-led campaigns.
On top of this, companies that are looking for new ways to spend their remaining marketing budgets still want to spend that money, and they look forward to trying something new. As they continue to witness the benefits and opportunities that digital channels can offer, this will become part of their long-term marketing contingency plans.
Businesses wanting to become more sophisticated in their use of live social platforms have already turned to Zoom, Facebook and LinkedIn Live. Previously, these are platforms they had dabbled in but never fully integrated into their marketing strategy.
It’s clearer than ever that the future is digital and businesses must retool their pre-pandemic digital strategy by urgently shifting their priorities to meet the demands of a suddenly digital world. Now is the time to pivot and reset corporate goals and priorities in a way that responds to the new normal with digital channels at the core.
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