12 Ways to pivot your Data-driven Marketing Strategy During the Pandemic Economy (Part I)

» 6 min read

As we begin to re-emerge from our solitary states across the globe, it’s time to get aligned organizationally on a marketing strategy that is going to help your business move the needle. Most likely, you are resolved to face the economic downturn head-on. You are focused on the resilience of your business (and your marketing team) to weather any storm. Here are a few tips to consider when crafting data-driven marketing tactics in the uncertainty of the pandemic economy.

1. Conduct sentiment analysis:

Is your target audience the same today as it was yesterday? Does this bear examination? There has never been a time like this, and it follows that there’s never been a customer like this either. You might take a closer look before you decide on your way forward with your marketing strategy. I would recommend conducting sentiment analysis to identify the missing elements in your marketing plan. Do you need to create more brand awareness? Do customers want your brand to play the role of an influencer? The answers to these questions can be a good place to start.  Times they are a changin’, and I don’t consume like I did 2 months ago. Do you? Guess What? Neither do your customers.

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2. Create consistent & measurable messaging for multiple mediums:

Gosh, what a mouthful! But, it needs to be said out loud and repeated several times to your teams. That foundation you’ve been building to get your message out across all channels―from social media to email marketing campaigns, needs to be activated now to facilitate your pivot. Are you versed in campaign stacking? Talk to your analysts. You should have every touch of your customer attributed to a channel, device, a visit number, campaign, a lead score computation, conversion, and so on. The definition of customer experience is shifting and so must your marketing message and mediums. Examining this data is going to be essential to how you pivot. In addition, consider a review of your attribution models. Yes, plural people… unless you think the way you measure success in this economy is the same as the old economy, that is.

3. Perform marketing channel & device analysis:

Hey, miss me? I’m on Roku and my Alexa mostly these days. I see the kiddos in my world love them some TikTok and Sony PlayStation. Unless you have pivoted your content strategy to reach me there, you may be wasting your time and money. In other words, check where you are about to spend your money, and what channels and devices you are considering targeting in your marketing campaigns. Odds are, your customers ain’t where they used to be. Good news? It’s digital so you can measure it. If you don’t have a holistic view of these channels and devices, demand it from your data team. The sooner you do, the better you’ll gain a background in this economy!

4. Optimize your messaging:

Now that your ideal customer persona has a new look and feel, please now apply this new view to your messaging. And don’t forget when you go out the gate to your potential customers with this new messaging, make sure you’re in testing mode and optimize it! A/B and Multivariate testing can offer real value to your marketing efforts in these new times. Most likely, your messaging is 80% there – bring it home within your optimization program and you’ll be on your way to improving customer engagement.

5. Don’t overreach:

Please keep the blanket COVID-19 communications to a minimum. I think there’s enough said on this. At first, so many of you decided COVID-19 was a good reason to email every customer for the past 20 years. Okay. Thanks, but, was this blanket update status to customers who have not heard from you in years really that helpful? Will it boost your marketing plan and improve conversion rates? If a blanket communication is a must, say, as you are opening back up, try asking your customers how they are doing, and make a forum for them to see how your business can be more of service now three months into the pandemic. In a nutshell, offer value not just a play by play on your operational changes that may or may not be relevant to your audiences.

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6. Value velocity over content production value:

Yup, content marketing is the key right now, and for multitudes of reasons including Search Engine Optimization (SEO), the amount of content you produce trumps the production value. This is a great time to test your new podcast idea, try your hand at a webinar, and uptick the publishing velocity of your written content across all of your channels. It’s also a time when Hollywood has gone low-fi, lowering the production bar for all of us. So, don’t expect high-quality or perfection in driving your message forward. Get it out today. And rebuild your content marketing strategy if needed. As we all can attest, tomorrow never knows…

These factors will help you map out the framework for a reliable marketing strategy that’s rooted in data. In our next blog (Part II), we will dive deep into the key considerations for building a data-driven marketing plan that will lead your business through this pandemic economy.

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Colleen Nagle

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