In the ongoing COVID-19 crisis, digital marketing strategies is very important for all the companies in order to avoid pitfalls and to develop a structured framework approach. Digital marketing strategy can implement the development process of an organization because it defines the opportunity, select strategic approach and deliver the result online. Some online marketing tools are Mailchimp, Hubspot, Hootsuite, Google Analytics, Ahrefs, Google Adwords and so on.
A digital marketing campaign must always be based on the organization’s objectives. Every campaign type (search, display, shopping and so on) should support the organizations objectives. Today, there are many digital marketing tools and platforms and modern digital marketers are heavily rely on these tools. Using the right tools at the right moment is crucial for the success of your marketing plan.
An U.S. brewing beer company, Anheuser-Busch, has manage to create one very clever digital marketing campaign for 2020 by using its network 4 facilities to produce and deliver hand sanitizer across the U.S. during the COVID-19 pandemic. It started as a digital marketing strategy but it generated brand awareness in the press with the idea of helping, positively impacting and building loyalty with the communities. The company distributed and donated sanitizer to critical public health care services like blood drives in cooperation with the American Red Cross and even to the US election centres.
Its digital marketing strategies campaigns focused to Purpose Beyond Brewing to keep communities safe during the health crisis. The company has started to communicate its initiatives due to owned and earned channels. They tried to avoid TV due to many people are dying and many people watching the news as they stayed inside and the TV is disrupted due to lack of new content. The company used digital media channels for digital advertising as people are spending more and more time using digital channels.
Digital multiple channels
As U.S. CMO of the company Marcel Marcondes stated in Digiday “the company did play in TV advertising mode and used different mode such as digital multiple channels”.
They started to think organic and paid media that make sense when they had something to say and people started to share it when this content was relevant. Customer behaviour is changing and the company is adapting to the new digital marketing channels. The company used Twitter, Facebook, YouTube and Instagram to tell its brand story about hand sanitizer and give hope as well as from its own community in its website.
At the same time, the company honoured the International Beer Day with a virtual festival in an effort to reach younger demographic in the age of social distancing and lockdown measures. It had celebrity performance, brewing process, cocktail demonstration and more. Also, the company used influencer marketing with celebrities to engage with customers in different products. Digital marketing tools and platforms are out there to respond to the new digital marketing strategy of the companies.
Relevance is the big winner in today’s digital marketing campaigns. Companies are looking for different advertising mode and territories more authentic to communicate with their customers during this difficult time. That is why the company used press releases to inform media about the production and donation of had sanitizer’s, article media, events with the donations in the polling stations nationwide for the elections to keep voters safe, press conferences, video with truck side advertising with alcohol to carry sanitizers, donations in hospitals and communities. Supporting the community was its main media campaign.
Anheuser-Busch has showed that live in communities, know people and has the ability to help them. As a result the brand added value to customers but in a different way. Building brand awareness in a more effective marketing strategy especially in fast moving consumer goods (FMGG). Digital media channel (social media, affiliate and search digital marketing) can help any company to develop its digital marketing campaign. Online digital media channels help to promote brand awareness and to influence purchase when the customer engage with the brand. Companies like Anheuser-Busch want to build brand awareness and to know that their customers recognise their values and ethics.
Digital campaigns must have relevance
Out there companies must not forget that best digital marketing campaigns must have relevance to the customers, especially in the online advertising campaigns. They must not forget the customer’s journey and to make communication relevant and more personalized as the engagement is increasing. The companies must see the customer’s perspective and create unique and relevant campaigns waiting from the customers to be discovered.
Social media marketing can be very innovative, inspired and popular for the customers. One campaign that is inspired can be reproduced by people exposing the campaign to friend, social media friends and spreading the message to more people and “use” people/customers in the creative process around ideas/campaign. Tagging of links from customers can be used to monitor the customers who are referred to through many techniques like search ads, banners ads and find out what they purchase. An online channel Digital media can create a dialog or even a trialogue through interactivity and provide interaction with the customers. Companies can track and measure how the digital marketing is working with insights like Google Analytics.
Digital marketing campaigns are effective and build brand awareness
Digital marketing techniques in our digital world enable companies with better insights that traditional media who requires larger investments. Digital marketing campaigns provide an ongoing platform and an opportunity for interactive communication and tailored content through different platforms. Digital media are considered the most effective when they deliver a clear and consistent message and are part of an integrated marketing communications plan to achieve specific goals.
In digital adverting and social media times, companies has many digital channels to advertise campaign and to have a marketing presence around the wed. Pandemic conditions gave and give many options to creative companies to communicate with their customers since can see them online. Today purpose and content finds its place and integrated marketing communications should support customers in the entire customers journey across different media.
Anheuser-Busch manage to use the real action, commitment and donations in a purpose-based business with an effective and authentic communication. This case is one of the best practice in digital marketing campaign that inspire and build brand awareness in the customers.