COVID-19 will continue to deliver lasting impacts across all digital marketing channels, which is why it is more important than ever to now emphasize the company’s analytics strategy.
As business models shift swiftly, the marketing strategy needs to match the pace of change to keep customers apprised of how brands are strategizing on meeting their demands.
There are some considerations to take into account while drawing up analytics strategies to survive the unpredictable performance trends under the threat of the pandemic.
Pivot the Analytics Strategy to Meet the Changing Buying Trends
There are several dimensions that marketers need, to analyze to respond to the Coronavirus impacts on consumer buying trends. Understanding how audiences are buying products or services and consuming content differently than they did prior to COVID-19, indicates the most workable media strategy by exposing areas of over or underinvestment.
Revise the Forecasting for a More Accurate Estimation During Volatility
Forecasting typically relies on historical data to future projections and trends. However, considering the volatility of the situation and its long-lasting impact on performance trends, any plans will likely require tweaks to account for these confusing factors.
Track Ecommerce vs. Physical Store Performance
Pivoting quickly to focus on reporting insights and views on optimizing e-commerce performance for some brands, sum up to launching offers and campaigns to build awareness for their e-commerce offerings.
Review the Impact of Campaign Announcements to Better Comprehend the Future Shifts
Evaluating important data points alongside a time series of media performance is critical to contextualize the relationship between shifts in paid media trends/audience behaviors and virus-related milestones.
While they cannot establish a causal relationship between such data sets, they are effectively analyzed to determine if there is any existing positive correlation from a statistical standpoint.
Consider the Geographic Trends
Considering the advertising trends that fall into place domestically and globally, there are varying needs that brands need to proactively respond to. The virus has affected regions differently, so evaluating media data region-wise exposes opportunities to optimize investments relatively and more responsibly.
Audit the Existing Messaging and Creatives to Avoid Appearing Tone-Deaf
The current situation calls for a careful, in-depth examination of the creative messaging and imagery that marketers are leveraging.
Whether it’s about net-new ad creatives or already-scheduled campaigns, brands need to be specifically trying to avoid offers, images, pricing, or messages that could come across as exploitative, opportunistic, or generally insensitive to audiences, given the gravity of COVID-19circumstances.
Consider Pivoting the Search Strategy for Local Search Terms
A prompt shift in search strategy to focus on localized terms is sensible as consumers are even more reliant on the hyperlocal businesses to access services and products during this time of prolonged confinement.
Keep Tabs on Varied Auction Insights
One thing that brands should never overlook amid the crisis is the tools that they currently have at their disposal. Marketers who run search or shopping campaigns with Google Ads have access to various reports like Auction Insights, by Google, which provides advertisers to meet certain activity thresholds.
Different Insights reports can expose several opportunities to optimize performance by indicating where the efforts are leading or lagging in terms of ranking, position, and overlap – highlighting the scope of improvement.
Set Up an Automated COVID Tracker
Firms need to consider setting up an effective COVID tracker as a reporting view that integrates data points from various sources like web analytics, Google Search Trends, and earned media outlets.
Openness about Opportunities as Consumer Attention Shifts Moves Online
Brands have become even more reliant on the digital touchpoints as their primary form of customer communication. Now is the ideal time for B2B marketers to optimize their strategies and effectively grow their CRM database.
This can be accomplished by creating engaging organic and paid content that is meant to attract and capture audiences in a brand’s digital ecosystem. They could considerately re ignite relationships with an audience that may not have been too active before.
It is time for enterprises to assess their current Analytics processes and adjust accordingly, to leverage the situation.
It’s important to recognize that during unpredictable scenarios, being proactive is better than just being restricted to a business-as-usual approach. Marketers need to be calm, watch-out for new insights and sharpen their analytics approach — to find new opportunities that they missed out on previously.