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B2B turns to digital marketing in the wake of coronavirus outbreak

The national state of emergency due to the Covid-19 pandemic has led to companies having to rethink their marketing plans for the year. Event after event is being cancelled or postponed, face-to-face meetings are not advisable and many people are working from home. How do you continue your marketing efforts during this difficult time? Well, you adapt and make use of technology to achieve the results you need.

You CAN have online meetings and you can use software to track your employees’ work input. And when it comes to marketing, you’re going to have to forego your traditional marketing methods and place more reliance on digital marketing. While the article below is not written by a South African, his message applies to all of us too. Interteam Content Services’ Dan Gerstenfeld illustrates how marketing budgets, allocated to industry events, are now transferred to online marketing in the wake of the Coronavirus outbreak.

Read his article, published on ClickZ, where he expands on the following points:

  • Considering that companies allocate the largest chunk of their budgets to trade shows, even a moderate change in preferences is likely to translate into higher investment in web marketing.
  • Figures published by data intelligence company PredictHQ  indicate that in February alone, concerns about the coronavirus led to a 500% surge in cancellations and postponements of significant events.
  • Assuming that many marketers will have some extra free time, especially those who will have to go into home isolation, they are advised to use it to review their online marketing strategy and redefine their marketing messages.
  • Strengthening your focus on web marketing will enable you to maintain normality in these crazy days and will give you a competitive edge over competitors who are slow to react.

The full article on B2B turning to digital marketing in the wake of coronavirus outbreak is available here. Read it – it’s full of good and sensible advice.

Written by: Louise Coetzee

Louise Coetzee is a digital marketing specialist and a director of Evergreen Media. She has worked in the publishing industry for 30 years, primarily in B2B, and is an expert in SEO, digital advertising, content writing and website planning. Evergreen Media focuses on SME’s in the industrial sector. All three directors and our team understand that B2B in this sector is highly specialised and needs a focused and well-planned approach in order to succeed in the digital space. Get in touch if you would like to find out more.

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