Trying on the marketing campaign that introduced in 138 instances extra revenue because of PNJ’s promoting, what path is it for SMEs through the pandemic?
As COVID-19 unfold around the globe, many retailers, massive and small, all introduced the closure of offline shops and progressively switched to on-line gross sales to restrict the unfold of the illness. In Vietnam, within the face of difficult developments, “go surfing” is now not an possibility however turns into a drive majeure state of affairs.
In the meantime, digital advertising and marketing or digital transformation through the pandemic has develop into a ray of hope for small companies. That is a vital a part of the advertising and marketing combine and may take your corporation to the subsequent stage. Proof reveals that 87% of consumers carry out product searches on-line.
Nevertheless, not each digital conversion is assured to succeed. To reap the advantages of digital advertising and marketing, you need not develop into a digital knowledgeable, however you should be decided.
Listed below are seven approaches for SMEs to outlive and thrive throughout COVID-19 by transitioning to digital advertising and marketing know-how.
1. Adjustments in client shopping for conduct
The pandemic has pushed individuals in the direction of a extra digitized atmosphere and brought about main modifications in the best way individuals store. It even utterly modified individuals’s purchasing habits (even with groceries).
Whereas most industries are struggling through the pandemic, meals producers and retailers, from massive scale to grocery shops, are “in season”. home-buying possibility for security.They’re reluctant to go away the home, however nonetheless need entry to traditional services.
Based on NielsenIQ’s Unlocking Consumption World Survey December 2020/January 2021 report, there are lots of modifications in client conduct around the globe.
Particularly, the variety of new customers affected by COVID-19 has doubled to 46%; 66% of customers have modified the best way they store; 81% will proceed to restructure spending in 2021; 35% of individuals surveyed can solely afford the minimal lifestyle; meals, meals, housing; 45% mentioned that dwelling comfortably, can purchase some issues they like; 19% can spend comfortably.
2. The whole lot goes from Offline to On-line
Throughout this pandemic, we’re observing two main issues for customers: First, customers are “locked in” at residence. Second, most customers are looking for merchandise on-line.
A web based presence will improve your visibility to your goal customers who could or could not have seen your model or heard of your merchandise earlier than or in one other atmosphere.
Companies can attain extra individuals with out spending some huge cash. Final however not least, your corporation rivals are additionally on-line. To beat your opponents, it is advisable to observe them, and typically you simply need to study from them.
For instance, PNJ applies the Conversational Commerce marketing campaign, for six weeks, with the goal of consumers aged 23-45 in Vietnam, revenue from promoting bills elevated 138 instances, the conversion price from Messenger was 10% and 17,000 conversations have been generated.
As a sequence of knickknack shops in Vietnam, Phu Nhuan Jewellery Joint Inventory Firm (PNJ) stands out for its feng shui jewellery line, appropriate for every particular person’s traits to deliver luck and prosperity. prosperity.
PNJ understands that prospects have lots of inquiries to reply when visiting the shop and earlier than shopping for. And to see if Messenger might do that navigation and improve gross sales, PNJ ran a Conversational Commerce advert marketing campaign for the road of Feng Shui Jewellery tailor-made to every particular viewers. And achieved many optimistic outcomes.
Conversational Commerce is an e-commerce on a cell platform that integrates the flexibility to speak between sellers and patrons, by messaging functions akin to Fb Messenger, Zalo, Viber… This way is being broadly used. in Viet Nam.
PNJ has teamed up with Nousa to construct an automatic expertise on Fb’s Messenger platform. Referred to as Charmy, the expertise personalizes conversations with prospects, answering their questions on merchandise and seamlessly passing them on to a reside advisor (if wanted).
3. Pay extra consideration to constructing group
The pandemic has offered SMEs with a possibility to showcase how they’ll contribute to the group right now. Digital advertising and marketing through the pandemic has additionally offered SMEs with the chance to construct a stronger on-line group.
Keep in mind that your content material should not be all about selling a product. As a substitute, promote your model in a method that you just perceive the ache and distress individuals are going by.
A small Pizza restaurant known as &pizza within the US realizes that COVID-19 has been inflicting lots of challenges for healthcare professionals, frontline healthcare staff in opposition to the epidemic. So the restaurant ran a marketing campaign to offer them free Pizza. The corporate introduced the supply through Twitter, Instagram, Fb, and Snapchat.
4. The speedy progress of the net meals market
Whereas eating places have seen a big decline in dine-in service, the net meals supply market has grown considerably through the lockdown interval.
The restaurant trade may have a gradual stream of income as individuals are actually eating at residence. Based on a latest survey by Nielsen Vietnam, through the COVID-19 pandemic, solely within the subject of on-line meals ordering, Nielsen statistics present that as much as 62% of Vietnamese prospects assume that they need to purchase meals to take residence. eat. Based on market analysis agency Kantar TNS, the income of Vietnam’s on-line meals supply market in 2018 was $148 million and had a median progress price of 28.5% per yr.
The trade’s estimated 2023 income could possibly be as excessive as $449 million. The variety of individuals utilizing on-line meals supply companies in 2018 was about 5.Three million individuals, primarily utilizing the Restaurant-to-Shopper Supply service (accounting for 92%). It’s forecasted that by 2023, the variety of individuals utilizing meals supply companies will greater than double, about 13 million individuals.
Based on the outcomes of the “Market survey on client demand for Vietnamese delicacies” performed by Kantar in 2020, as much as 43% of Ho Chi Minh Metropolis residents Ho Chi Minh Metropolis and 34% of Hanoians order meals on-line at the very least as soon as every week.
Particularly, due to the worry of the epidemic, individuals may have 2 choices to purchase meals: take away and residential supply, however the proportion of meals orders delivered to the home is greater. Double in contrast to remove.
Research verify that being “contained at residence”, stopping public journey and barring restaurant meals has modified individuals’s consuming behaviour. Folks haven’t got a lot to do besides eat and watch their social media information websites.
Small meals companies want to make use of digital advertising and marketing strategies to achieve their viewers, fulfill cravings and reduce the impression of the pandemic on their enterprise.
Another explanation why each producers and customers are pressured to maneuver on-line embrace: Growing demand for meals; companies can streamline their operations; this manner helps companies save their working prices; On-line operations will help eating places even after being reopened.
5. Influencer Advertising
Throughout this time of isolation, not solely massive companies however many small companies have additionally sought to associate with influencers as customers have spent extra time on social networks, to observe content material creators. content material they love.
Based on a survey, 60% of entrepreneurs agree that the ROI for influencer advertising and marketing is larger than conventional advertising and marketing strategies. Some ideas for small companies to profit from influencer advertising and marketing through the pandemic embrace: Emphasis on training; Establish the best influencers; Create alternatives for small influencers (nano/micro influencers).
6. Electronic mail Advertising – a channel to not be missed
In the event you’re pondering of utilizing electronic mail campaigns as a part of your digital advertising and marketing throughout a pandemic, you are completely proper. Plenty of companies did that through the closure.
The variety of electronic mail customers globally is growing. See the details under:
Customized emails with the client’s identify and catchy topic line are a possibility to work together immediately with the client. A research has revealed that 80% of enterprise professionals have used electronic mail campaigns as a part of their buyer acquisition and retention methods.
7. Use Advertising Automation
From market analysis to fast 24/7 buyer help, and from selling merchandise to constructing long-term relationships, Advertising Automation can assist companies do these items properly.
Advertising Automation as an addition of human contact to a model’s interactions with prospects, and helps small companies construct efficient relationships with prospects. This technique can present companies with the flexibility to function repeatedly even night time and day to by no means miss any alternative.
Though digital transformation is an inevitable path, the above seven approaches are solely options, and the way the applying depends upon the particular traits of every enterprise. Companies must fastidiously research every software, technique, and platform to decide on probably the most optimum method.
Tinh Nguyen – Co-Founder LadiPage Vietnam, President of Vietnam MarTech
