Digital Marketing in the times of Coronavirus Lockdown

Digital Marketing in the times of Coronavirus Lockdown, In conversation with Kanika Mody, CEO, Futuready Media

What has been the impact of Coronavirus, COVID-19 and the lockdown?

This (coronavirus outbreak) has hit the entire world and we in India aren’t insulated. The advertising industry too is beginning to feel the pressure and digital agencies may be a little less affected. However, marketing budgets are getting slashed. Overall, clients are being cautious and they want to conserve cash. We are already feeling the impact on new business.

How did Futuready Media respond to the sudden work-from-home directive?

Like everyone else out there, we scrambled to put into place a seamless ‘work from home’ setup. Those with laptops were the first ones to start WFH on 16th March. Videos editors, UI and graphics designers had to carry their PCs home. After the initial hiccups, dramatic changes and many challenges, we have managed to bring in some semblance. WhatsApp has been to the rescue and we now have a sort of ‘method to the madness’.

In the middle of this lockdown, you also had to think and manage your clients’ communication. What was your strategy?

While the lockdown shock created panic, many brands wanted to wait and watch from the sidelines. Our strategy team broke down the communication into 3 parts - first around the corona spread prevention, then on adapting to the lockdown itself and now treating it as a new normal and finding ways to maintain business and marketing continuity.

As a digital marketer, what are your suggestions to brands in these unprecedented times?

• Offer real value now for more sales later.
  Sales may be down for a while but that doesn’t stop you from providing value. Like we suggested to our client Govardhan Ecovillage to offer pay-as-you-like online yoga courses. And the response has been phenomenal.
• Maintain brand credibility.
  Maintaining brand credibility should be prioritised over any sales promotions, product-driven communications and awareness-building efforts. Brands need to demonstrate brand purpose and brand care now, more than ever before.
• Reallocate marketing spends.
• Minimise: OOH (cinema, airport, railway)
• Increase: Digital (short video, social media, search ads)

Parting shot

Be fearful when others are greedy, and greedy when others are fearful.

- Warren Buffett.

All said and done, we will see brands cutting back on spends because the economy is going to slow down. But what we’ve learned from history (2000 and 2008) is that the best time to double down is when others are not. So, yeah, stay put. Out of sight, is out of mind.