When the COVID-19 pandemic occurred, there was a shift in behavior in the market. People tend to do activities online, such as working remotely and doing activities from home. The COVID-19 pandemic occurred in early 2020, has had a significant impact on all sectors in Indonesia, especially the economy. It is likely that many types of businesses are experiencing a decline in sales and income recently due to the COVID-19 pandemic.
Besides, several business sectors have been forced to temporarily close due to the COVID-19 pandemic. Previously, the Central Bureau of Statistics also predicted that economic growth in Indonesia (YoY%) would decrease from 5.10% in 2019 to 4.40% in 2020 or a decrease of 0.70% due to the COVID-19 pandemic.
However, Indonesia is still optimistic about the support of the Indonesian government by providing funds for various business sectors, especially SMEs during the COVID-19 pandemic. This step is a momentum to increase purchasing power parity and the circulation of money in society remains stable. In addition, this optimism is supported by various breakthroughs to take advantage of opportunities from targeted marketing through digital and conventional platforms.
Furthermore, the way companies and entrepreneurs market their products digitally during the pandemic has an effective impact on the right treatment and strategy, definitely. At least you are able to implement 5 strategies that must be done during this pandemic, which are as follows:
Reassure Customers on How the Company Responding to the Pandemic
As a first step in dealing with market volatility that tends to be unstable, in marketing a product you may take strategic steps by convincing customers or consumers about how your company is responding to or dealing with the COVID-19 pandemic. You have to stay relevant to today’s consumer needs. It means that you convince them of how your company/brand will respond to this situation.
From the statement above, you must be consistent in marketing products that are relevant to the needs of target consumers. Relevant here is that you have to adapt to market behavior and prices to meet the needs of target consumers. It should also be linked to the way marketing is applied in a soothing and convincing tone with a positive message. Through this method, you indirectly participate in educating consumers about how to deal with difficult situations during the pandemic.
Moving Out to Online
The market opportunity in the digital era is huge. It is undeniable that along with the advancement and development of technology, people are required to find the best way to do business. In Indonesia, many companies have taken this transformation step. In addition, the behavior of people who use the internet a lot is also a consideration for marketing products digitally. Now in a time of a pandemic, the opportunity to market products online can provide your advantages.
Based on data from We Are Social, in 2020 the number of internet users in Indonesia will reach 175.4 million. Compared to last year, this figure is up 17% or 25 million internet users in Indonesia. Based on the total population of Indonesia’s population of 272.1 million people, at least 64% of Indonesia’s population includes internet users. Thus, marketing products online or through digital marketing platforms is deemed more effective than conventional ones.
When marketing products online, at least you need to pay attention to three main keys, namely the first is your story, website, and data. Second, review your current marketing content and keyword strategy. Third, take advantage of keyword research for topics that provide insight into the specific information consumers are looking for.
Infuse Empathy in Communication
Good marketing communication is one of the most important things you have to do to market a product. By having good marketing communication, you have the opportunity to get bigger sales results and of course in accordance with your needs and expectations. Therefore, it is natural to know how to communicate good marketing by almost everyone who wants to do business, both small and large.
One of the key components in good marketing communication is to infuse empathy for consumers. Empathy can make it easier for us to formulate messages following consumer characteristics. Accordingly, potential customers are able to easily accept the products you made and they are able to easily understand the advantages for themselves. In addition, empathy can make it easier for you to know when is the right time to communicate and when is the wrong time so that consumers can become more comfortable with you.
Avoid the Hard Sell
The COVID-19 pandemic certainly has an impact on community anxiety which also affects shifting behavior in the market. This also affects how well to market a product. Once you learn about the importance of instilling empathy when marketing products, you can find that consumers prefer supportive selling tones and contain a spirit of caring and empathy over hard selling tones. Therefore, you should avoid selling in a hard-selling tone that can give the impression that your brand is taking advantage of the predicament.
Help Your Customers Navigate the Situation
At the time of the COVID-19 pandemic, many consumers are hesitant in determining directions in dealing with this difficult situation. However, you can navigate consumers in dealing with this situation through the excellent service you offer. Also, through proper market research, you can find out how to deal with this situation and how to provide consumers with what they need through services. Accordingly, you may assist consumers in understanding the proper steps to take in determining the direction they need.
This kind of situation should be utilized for good use, especially by digital marketers. To apply this strategic step to the potential market with the right target, you are able to use the Telkomsel DigiAds service which can connect brands and companies to more than 160 million Telkomsel customers throughout Indonesia as needed. Therefore, brands and companies can increase their reach in providing the right deals to the right consumers.
Telkomsel DigiAds is part of the Telkomsel family. Through extensive advertising media, verified inventory, and advanced advertising technology, we want to be the best “digital marketing solutions provider” in Indonesia. If you have any questions, please kindly contact us via email at email@example.com and we are glad to help you further. You are also able to follow us on social media like Instagram and LinkedIn to find out more about our insights and also our latest activities.