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The impact of confinement behavior on Digital Marketing strategies

Nina Carlier

Nina Carlier
Management Consultant

Past week, we kicked off our Mingle&More live sessions with “How to plan for Recovery for your business” and had a second one on “How to adapt your website in times of crisis”. In yesterday’s webinar, we shared our point of view on how digital marketers should deal with the COVID-19 impact.

If there’s one thing to remember, it‘s the following:

Smart Digital Marketing starts with smart listening

At Minds&More we are convinced that yes, there are opportunities to be found in this current crisis.

Along with many other things, customers’ needs and doubts are impacted by the COVID-19 situation. To map these new needs, companies need to start or improve their way of listening to customers & audiences.

Examples of questions we want to see answered: Which topics are relevant to your audience right now? How can we help customers overcome new functional pain points (such as first-time online order process) and emotional fears (such as online payment or contact)? What is their preferred way of interacting remotely (phone vs. chatbot)?

How to find the answers? Start with these internal & external information sources:

  1. Your Customer Service department, that constantly captures human-to-human feedback
  2. Your website’s Google Analytics insights dashboard
  3. Social listening (more on these tools in the next paragraph)
  4. Trends in Google search terms
  5. Benchmark: how are your competitors responding?

3 hands-on tools we recommend for browsing external sources:

  • Use the Google Trends & keywords planning tool to adapt your subjects to the information people look for online:

https://ads.google.com/home/tools/keyword-planner/
https://trends.google.com/trends/?geo=BE

  • Try Meltwater for social listening. You’ll get a view on the sentiment surrounding your brand on social media, detect related search terms (among other social media monitoring purposes).

https://www.meltwater.com/

How can Minds&More help:

Minds&More boosts your business growth with flexible and pragmatic services in different formats: Consulting, Interim management, Digital Marketing support & in-company training.

Our Digital Marketing Community supports customers with their websites, UX, social & digital marketing tactics.

Doubts or questions? Please feel free to contact us right away.

For free tips & tricks, join one of our next webinars: Discover the full Mingle&More live sessions program. Up next is tomorrow’s webinar about “Growth through activating your Brand Ambassadors webinar“

Did you miss out this webinar? Fill in the form and download the presentation!

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