Analysis: Important to know for marketers during the corona crisis
Companies are forced to adapt to the new conditions and adapt both message and communication. Here are some insights on how to reach out with your digital marketing and strengthen your business offering.
Digitize your business models and build your capacity around digital marketing
In companies, teleworking has become commonplace and entrepreneurs need to review their business models and ensure that their brands are not destroyed.
By investing in digital channels such as SEO and Google Ads You can also reach target groups with new messages that work better when more and more people work from home. During this period, it is possible to put the company at the center and become the leading voice in your niche.
Changed consumer behavior
During the corona crisis, it is important to ensure that you do not lose your customers but put yourself in a stronger position in the market. Of course, many invest in messages about safety and distance purchasing and many entrepreneurs invest in new business models linked to e-commerce.
In connection with the corona crisis, many target groups have also changed as people have changed their behaviors and more time is spent at home. Many want to get a villa or dog and many have become more active and invest in having it luxurious in their home environment. At the same time, there are consumer groups who have become more passive and choose not to be active.
By analyzing keywords, you can gain more insights about changing consumer behaviors within your business.
The structural transformation in the traces of the coronavirus
The corona crisis is hitting countries, industries, companies and people brutally. At the same time, we will see that there are companies that are losing and struggling to survive, at the same time there are those who are winning on the transformation of society.
The crisis has accelerated the development of companies with automation and digitization.
From a macro perspective, companies have a hard time reaching out with traditional sales and even before the crisis we were in a recession. Now companies are forced to switch digitally and invest even more in theirs digital marketing and sustainability. The development of society is moving towards digital trends and it is a development and transformation that is moving towards a higher degree of e-commerce and changes in industries such as digital healthcare.
You should avoid marketing yourself to concepts like corona
Google does not display corona-related keywords and it is not possible to advertise against these terms because you are competing with the WHO, the National Institute of Public Health and major newspapers. If you do a search on coronavirus, you will see that Google uses a variety of snippets such as popular articles, maps, PAA (people also ask), videos and locally adapted data for Sweden. The search results provide a clue as to how you need to think about your website and how you can drive traffic and strengthen your brand by customizing the content so they can emerge as snippets.
There are new keywords and product categories that peak
Companies must monitor how customers' behavior changes and adapt their range to what customers demand.
There are lots of keywords that peaked during the corona crisis in e-commerce - for example in niches such as hunting & survival and gadgets that counteract boredom in the home, such as exercise equipment, bread machines, soups, disposable gloves. A good study came from Stackline with about 100 categories that go well.
If you look at paid advertising, some industries have increased:
- Online media
- Home services
- Some legal services
At the same time, there are industries that will find it more difficult such as restaurants, pubs, the travel industry, but in the long run people will want to have contact with each other again.
New distribution methods and strategies
The combination of physical and digital store continues. But working from home means a big change as more people work remotely with changed consumer behavior. We will also see more pop-up stores because few will want long-term contracts.
Take away is a form of distribution that many consumers have begun to demand and searches have increased 122% by 1.2 million searches globally in the last month. So if you are driving towards Sweden, you should limit the target group geographically so you do not burn money unnecessarily
The concept home delivery has increased by 400% and has 1000 searches per month. "IKEA home delivery" has increased 81%, but there are some delays because the search volumes are relatively new.
There are 579 related keywords in the "Take Away" category such as Take away food, Take away box. Other related keywords are home delivery, take out food etc.
What should you do who have e-commerce?
Retail needs to change its business. E-commerce has received a major boost and the large chains are developing their digital strategies. You should check which categories are doing well and restructure your website so you get a structure that works during the corona crisis and maybe offer new products.
If you have an e-commerce, you should build landing pages against the keywords and your advertising will be cheaper because you can partly take a place on the organic search but also get higher quality results, ie a discount from Google.
You can also use negative keywords in takeaway like thai, sushi etc. if you do not use these terms in your business.
Companies that increased their search volume during the corona crisis
You can also see companies that have received significantly more searches for their brand on Google in the last month, often in the pharmaceutical industry
- Intervacc that sells animal vaccine + 309%
- Ampio Pharmaceuticals 340%
- FX International + 387%
- Mertiva + 200%.
- The digital economy will improve and many companies selling remote solutions have increased such as Office 365 + 125% (owned by Microsoft) and Slack + 83%
- Wholesalers such as Costco 83% and Kroger + 87%