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How Digital Marketing can help overcome the crisis

Como o Marketing Digital pode ajudar a vencer a crise

The coronavirus crisis will test us all, but business owners need to think long term and continue to build their brands, protect their people and honor their values. And nothing better than having a Comunication agency by your side in this very complex moment.

If you work with different sales channels and/or different products, start measuring which ones are more or less affected by the crisis right now. Chances are, you'll have to make changes to your digital marketing strategy, channels, and product distribution at breakneck speed. Having these numbers at hand will help you make more assertive decisions.

It may seem silly at first, but your dedication (especially if you are the sole manager of the business) will be highly responsible for the success of your actions.

Planning your return to the market, thinking about new ways of distribution and focusing efforts on customer service can put you in an advantageous position when the market returns to normal. Therefore, no arms crossed. It's time to work!

First wash your hands!

primeira fase - dicas de planejamento
marketing digital

Talk to your consumer

It is necessary to understand the scenarios, whether by chat, Instagram, Facebook, WhatsApp, etc. It is worth asking how the customer is doing, how he prefers the delivery to be carried out… This relationship is very important now.

Read too: Practical and dynamic: see how to use Whatsapp Business and optimize your company's communication

marketing digital

Adapt the operation

Focusing on new delivery partnerships and strengthening the delivery service is a good option. It is time to reinvent the business. It is possible to review the approach and not miss the opportunity.

marketing digital

Order, coordination and planning

These are the key words to go through a crisis. You need to plan your actions and evaluate all scenarios. Nothing leaves the paper without having been validated within a planning beforehand. Plan everything. This type of data will give you the necessary security to make decisions.

marketing digital

Financial control

As you may have noticed, during a crisis everything changes too fast! It is also important that you know exactly how much cash flow and financial reserve you have to maintain your operation in case things get complicated.

marketing digital

rethink your prices

In general, product pricing involves some basic rules. You need to take into account issues such as your market price and company expenses. The pandemic of the new coronavirus, however, brings a different context for entrepreneurs. Even resorting to deliveries, the tendency is for it to be more difficult to maintain the pace of sales as before. It is also worth resorting, to a lesser or greater extent, to more attractive promotions and conditions, such as free deliveries.

Opportunities

In addition to reviewing its product/service portfolio, new customer needs create innovation opportunities for its business. Don't get focused on defensive actions. Take this moment to innovate around emerging opportunities. Keep an eye on the signals your consumer will give.

segunda fase - invista em marketing digital

At a time when the customer has withdrawn and is practically reclusive at home, small business owners need to use digital marketing to reach the public. Use technology to your advantage!

Read too: Digital Marketing: 10 trends your brand should pay attention to in 2020

Announcement and positioning

The first step is to make it clear that you care about the safety of your employees, customers and stakeholders. Use the power of your blog and das social media to make publications informing the adopted solutions. You can also rely on an email marketing strategy to expand this message.

Use the power of videos

Record videos showing the public the procedures you are carrying out to ensure everyone's safety. Ideally, the video should be as illustrative as possible. In addition, have a positive positioning, showing that you are always available to your customers and partners.

offer contents of value

What people are most looking for right now is a little comfort and a way to reduce uncertainties. So it's time to take even lighter strategies. Offer content to customers without the intention of selling immediately, focusing on building a relationship that can later bear fruit.

Read too: Content Marketing: understand why it is a relationship strategy

Humanize your brand

Sharing the behind-the-scenes of your business can also help you better connect with customers – and provide a foundation for supporting them. It is also worth sharing the pains of the business, such as the challenge of facing this crisis. People have a fondness for local businesses.

Invest in lead generation

Broadly speaking, leads can be defined as people (or companies) who came into contact with your company and have the potential to become customers. Even if they don't close a deal now, having this base of people can generate results in the medium and long term. One of the common ways to generate leads is to offer something of value, such as content, through a lead.

Read too: Learn why it is important to invest in a Digital Marketing strategy, such as SEO

invest in adverts 

While long-term relationship building is important, short-term strategies help to gain momentum at this time. One of the possibilities is to invest in advertisements on online platforms, such as Google and the social networks themselves.

Set goals – and measure the results

For advertisements, communication or any other strategy to work, you must first have well defined your objectives. Data analysis is especially useful at this time, helping to define strengths and weaknesses and map out next decisions.

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We are physically separated but connected

Estamos separados fisicamente, porém conectados

Last week, we communicated to our clients and employees our temporary move from the agency to work from home office. 

More than respect for the people we live with every day, we have a commitment to society and the world.

Unfortunately, it's moments like this that show us the right path.

Part of this is our human-centric essence and our efforts to enable us to connect anywhere in the world. 

We will certainly come out of this humanitarian crisis stronger. We will need everyone's cooperation and commitment to understand the new paths and challenges to be followed. More than ever, we need to learn, unlearn and relearn the work model we know today.

We will be connected through traditional communication channels, available for calls and video conferences. We follow our routine physically separated, however, connected!

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How to apply International Marketing concepts in the Brazilian market

Como aplicar conceitos de Marketing Internacional no mercado brasileiro

Every company has ever thought of selling its products and services outside Brazil, either for strategic reasons or even for financial growth purposes.

Today, Brazil's main export partners are China, the United States, Argentina and the Netherlands (Holland). In the case of the latter, we can analyze it more broadly, since the largest port in Europe is in Rotterdam. Without a doubt, commodities represent a large share of national exports, but an interesting fact that few people know is that micro and small companies are responsible for 40% of exports. This volume of products, however, when translated into monetary value, represents only 5% of market share. The major export center in Brazil is the southeast region, led by São Paulo, Minas Gerais and Rio de Janeiro. Out of this axis, Rio Grande do Sul stands out.

This internationalization usually takes place through some means, whether directly or indirectly: exports, licensing, franchising, consortia, joint ventures, acquisitions and strategic alliances. Each of these actions has a different degree of commitment, complexity and risks.

Without a doubt, one of the biggest challenges for a brand in the internationalization process is marketing. Often, companies start exporting to countries where they think entry will be easier, whether due to language, distance or any element that makes that country something more familiar to those who are exporting. But what many companies don't ask themselves is whether people in that country need their product, or even if they should make some adjustments to the product or the way they communicate about it.

Many of these ventured without a minimum study of the country they are entering. Some work out, some don't. Citing the case of China Inbox, a successful franchise that needs no introduction. When the company tried to plant its flag in Argentine lands, it did not have any kind of concern, it simply advanced and assembled its units. But what they didn't have in mind is that the Argentine public has a totally different habit from the Brazilian one – they have lunch and dinner much later than us, for example – not to mention that meals are always accompanied by a good wine. These habits, different from ours, had a consequence: when the Argentines were going out to dinner, the restaurant was almost closing, and even when they found it open, they didn't have an alcoholic beverage (wine) to drink. Result: bankruptcy of the units.

This shows that, no matter the size of the company or the degree of maturity, if it does not adapt to the market, if it does not try to understand what the people in that region really need, the probability of something going wrong is great.

Now place yourself, look at the size of the country we live in, of continental dimensions, states larger than many countries. A multicultural Brazil, a world of different ethnicities within a single place. Before trying to introduce your product to another market, you should ask yourself several questions.

Should I introduce the same product or do I need to make adjustments?

Should I adapt or standardize my communication?

Mixed, multiple or umbrella brand?

The biggest challenges for your company to sell nationally are the same as a company that wants to sell to another country: geographic, cultural and psychological.

1.1 Geographic – should be one of the easiest points, however, taxes and logistical problems in Brazil make it something more complex.

1.2 Cultural – this is certainly one of the biggest challenges and deserves a more technical analysis. A study by Geert Hofstede, which ended up becoming a book later, deals deeply with these “cultural dimensions”. Power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance, and long-term versus short-term orientation.

1.2.1 Distance from power – this factor itself exemplifies how society reacts to inequalities. This directly implies how a boss should deal with an employee, how a salesperson should act with the customer. Where people are more likely to accept such inequality, the easier they will accept hierarchical levels.

1.2.2 – Individualism versus collectivism – how these people act and how they are interconnected. Should I put individual goals or should I add collective goals for the team. Should I present advertisements with friendship and companionship?

1.2.3 – Masculinity versus femininity – it is worth emphasizing that this concept was developed in the late 1980s and early 1990s. The best-used translation would be “money versus values”. Are my employees more interested in earnings or benefits? Do my customers prefer a lower price or a value-added product?

1.2.4 – Aversion to uncertainty –  how much people are willing to take risks in their lives. Is this new wave of Start-ups not showing a new reality? Do these new generations have something to tell us?

1.2.5 – Long-term versus short-term orientation – here in Brazil short term is the rule. But since they are internationalization challenges, think about how a Japanese and a Brazilian company acts. Ask yourself this question, and understand how alliances and partnerships are made.  

2.3 Psychic – in short: psychic distance results from the perception and understanding of the existence of cultural and business differences between them. Here, returning to the beginning of the text where I commented that companies generally export to countries where they have more identification, but these decision-making can be due to environmental, individual or relationship factors.

Do research! Today the digital revolution and globalization have brought us more cost-effective means of getting more relevant data. Use them wisely in your decision making.

Think globally, act locally.

Renato Vincoletto Chief Creative Officer (CCO) at Alliance Comunicação. Graduated in Digital Communication, post-graduated in Advertising Creation, Master of Business Administration (MBA) in Marketing from USP. I have been in the Communication market for over 15 years, in which I have worked in several segments, with experience in directing and creating projects and campaigns, directing marketing and branding.