Digital Marketing Practices Worth Following To Survive A Potential Third COVID Wave In India

As of December 18, 2021, the number of Omicron cases in India has amounted to 113. With WHO and local healthcare experts warning the new variant to spread faster as compared to the previous COVID variants, the country seems to be looking at a potential third COVID wave.

Looking at the havoc caused by the first two waves in the country, organizations across the country have already started taking preventive measures against the virus. While some companies have sped up the vaccination drive for their employees, others are getting back to the trend of working remotely.

Situations like these have a significant impact on the marketing practices carried out by organizations in all major industries in the country. As people avoid getting out of their houses and gathering in large numbers, outdoor advertising has already lost its charm over the last few years. On the other hand, Digital Marketing has been the most preferred way for brands to get their messages across to their target audiences.

Moreover, the increasing prominence of digital marketing has resulted in immense competition among businesses across industries. As more and more players enter the game, it becomes important for a brand to stand out from the clutter to get the desired traction.

Here are some important digital marketing practices you should follow to survive a potential third COVID wave in India:

Review Your SEO Keywords And SMO Hashtags

In the wake of a third COVID wave looming in the corner, it is important to review the keywords and hashtags used for your digital marketing practices.

Keywords are the yardsticks that guide visitors to your website and web pages. The use of suitable keywords helps your website get ranked high on the SERPs (search engine results pages) and improve the online presence of your brand. If you have collaborated with a reliable digital marketing agency in India, it is advisable to review your SEO keywords and make necessary changes wherever required.

This is because the searches made by customers change when the world around them changes. Keywords like “dining out”, “party”, “vacation”, “travel” etc. would no longer be ideal for targeting your audience in the wake of a potential third COVID wave. On the other hand, it is advisable to focus on keywords such as “local delivery”, “remote working”, “online shopping”, etc. that are in sync with the existing scenario of the country.

Similarly, the hashtags targeted in social media campaigns should be in sync with the prevailing situation in the country and the searches made by your customers. Make sure that you review these tags and make necessary changes to the same.

Switch From Traditional PR To Digital PR

Public relations have always been instrumental in helping brands build a favorable image in the market. In the age of digitization, just like most other marketing processes, public relations need to go through some changes to suit the current market trends.

It is advisable for businesses across the board to switch from conventional PR practices to digital PR. Digital PR helps you spread your word to your audience through multiple digital platforms. As opposed to advertising, PR allows you to convey the essence of your brand in an organic manner.

Let’s say you run a software development company in Pune. In this scenario, the best way to reach out to your audience is through digital PR. When you hire a PR agency in Pune, the professionals would understand the messages you are willing to convey and help you create and distribute content across multiple digital platforms.

For example, the concerned PR agency in Pune would help you in writing online press releases to be distributed by the most suitable regional and/or national media houses. The PR professionals would also help you in creating written and/or video content for the chosen media platforms.

Digital PR also includes elements of other digital marketing tools like SEO and SMO. It allows you to create a holistic digital marketing campaign to reach out to your audience through the right channels.

Get On The Bandwagon Of Podcast Advertising

It is often believed that increased digitization had led to a reduction in the attention span of the millennials and Gen-Z. However, that is certainly not the case when it comes to the consumption of podcasts. According to The Infinite Dial 2021 Report, around 41% of Americans (116 million individuals) listen to podcasts on a monthly basis.

During the COVID crisis, the trend of listening to podcasts skyrocketed in India as well. Stuck at home, people preferred listening to podcasts for hours at a stretch. This is a lucrative marketing opportunity that should not be missed by brands.

If you are willing to spread the word about business and offerings across digital platforms, it is advisable to collaborate with podcasters that cater to your target audience. Find an innovative way of integrating your brand within your customers’ favorite podcasts to have a better reach and increase the recall value of your brand.

Focus On Reputation Management

Reputation management is an important element of public relations. Over the last few years, Indians from all sections of society have flocked to the internet and filled social media platforms to the brim. The COVID crisis only increased the consumption of digital platforms by Indians.

As the number of users increased on multiple digital platforms, so did the toxic environment. Today, you may end up upsetting or offending people by making a single tweet or adding a single social media post. It is important for brands to be wary about not getting mixed up in unnecessary controversies.

This is what makes reputation management important.

Any reliable PR agency in India would provide you with reputation management services. These services are dedicated to building and maintaining a favorable reputation for your brand in the market.

Continuing the same example as discussed above, if your software development company gets into trouble because of an Instagram post made by you, the PR agency in Pune hired by you would take the reins of communication into its own hands. Right from generating the messages to be circulating to timing their circulation, PR professionals help you navigate out of the crisis through effective communication.

Lay More Emphasis On Video Marketing

Irrespective of their age and social background, there would hardly be an Indian who does not spend a good amount of their time watching videos on YouTube. Platforms like YouTube have not only provided viewers with entertainment but also provided marketers with opportunities.

Looking at the current market trends in the country, video marketing seems to be the need of the hour. Reaching out to your target audience with engaging and innovative videos about your brand or offerings increases the retention value of your brand. Whether you showcase the journey of your brand, the ethics you stand for, or simply record explainer videos for your offerings, video marketing will always have the power to lend you eyeballs across the country.

Boost Your Content Marketing Strategy

In the age of digitization, a well-crafted content marketing strategy goes a long way. In the wake of the COVID crisis, Indians have spent a good amount of time consuming content on various digital platforms. Right from watching their favorite movies and shows on streaming platforms to reading blogs and articles online, content marketing would help you reach out to your prospects and customers without being affected by a potential third COVID wave.

Equip your content management team with skilled writers and content creators who are capable of generating engaging, original, and SEO-friendly content. Owing to ever-increasing competition in multiple sectors, it becomes necessary to churn out engaging content on a regular basis. An inconsistent approach to content creation would lead to your customers switching to your contemporaries without thinking twice!

It is, therefore, advisable to review your existing content marketing strategy and mold it according to the needs and preferences of your customers.

Also, it is important to note that content creation is essential for every digital marketing tool. Right from SEO and SMO to public relations and banner ads, you need a team of experienced professionals to create content that is miles away from generic first thoughts!

Try Out VR And AR

Finally, it is important to get your hands on advanced technologies like AR and VR for optimizing your digital marketing campaigns. Millennials and Gen-Z audiences are getting used to VR headsets and gadgets that help them enter into a virtual world. Make the most of these technologies by integrating them with experiential advertising, helping your customers forget about the issues looming within the real world!

The Final Word

Looking at the rate at which the new COVID variant is spreading across the country, it is advisable for organizations to start taking preventive measures. Following the digital marketing processes discussed above would help you survive a potential third COVID wave by reaching out to your audience in the best way possible.