How Coronavirus Affected Printing and Marketing. The first case of coronavirus appeared in the city of Wuhan at the end of the year 2019. At that time, only China was being affected by the outage of the virus. But now, its effects are observed globally.
The novel coronavirus has affected every bit of human life. No doubt that the major concern at this time is the health of the people as it is at risk. But this is not the only thing affected by the deadly pandemic. The novel disease has badly affected the marketing sector. In this article, we will discuss its effects and different ways to deal with them.
Why pre-coronavirus marketing & printing needs to change
While the way of life is changing, the marketing techniques should also change. Governments have imposed a lockdown to lessen the spread of the virus. Using the old marketing strategies won’t be effective in this era of coronavirus. To cope up with the pandemic, marketers need to think of new business strategies. They should come up with ways that encourage social distancing and online meetings. They should choose the statements used for marketing purposes wisely.
How Coronavirus Affected Printing & Marketing. In today’s world of technology, it is not hard to learn a new skill and then use it for the betterment of your business. This will help in running the business even at times when offline business is impossible.
The marketing sector should build a workforce that’s familiar with the digital world. It is very important to teach the workers new valuable skills. This will help more than hiring new employees. This will help to survive in these trying times. Moreover, it will also prepare for any unfortunate situation after the pandemic.
How are different businesses affected by the pandemic?
The impact of this deadly virus is not the same for all businesses. Some businesses are more affected than other businesses. The businesses which were already selling online are at an advantage. They have experienced an increase in the rate of sales since the start of the pandemic. The businesses which were completely offline are most badly affected. They are also shifting their business to an online system.
No doubt, all businesses are being affected by the virus. But micro, small and medium-sized businesses are most disrupted. They experienced financial issues, a decrease in the number of sales and profit. Most of these businesses were not prepared to deal with the situation. This is because they are dependent on the transactions for their financial sources.
In the case of travelling business, the situation is worst. Due to the pandemic, travelling scares people. Additionally, the government banned flights in some countries to further spread the virus. The sports business and their advertising have also shut down.
Due to the increased online presence, some businesses are taking advantage. For example, online food delivery businesses have an increased number of sales. Similarly, media has also experienced an increase in its revenue because of the increased online audiences. They are grabbing more customer attention than other businesses.
How Coronavirus Affected Printing and Marketing
The effect of corona can be seen by the lockdown imposed in most countries of the world. The global economy has frequently declined. The marketing sector is also affected by the disease. Using billboards and banners to advertise will be useless in these critical times. Billboard advertising has declined up to 99%. Events to market the products are also not a safe option.
People are staying home to protect themselves from the virus. Advertisers won’t spend on something that goes unnoticed by everyone. This is the reason why outdoor advertisement has declined. Since the start of the global pandemic, print marketing has decreased. Besides this, the advertisements in cinemas also declined.
At the same time, the screen time of the people increased. They spent more time in front of the television and mobiles due to the lockdown. The marketers in response also shifted their focus on digital advertising. This increased the number of sales. One of the many advantages of digital marketing is quick purchases.
For now, the marketers are only striving to survive this deadly pandemic. For this, they have shifted to the online business. But this is a short-term goal. The main concern is that no one knows when this deadly disease will end. Business owners should find a way to recover in the long run.
How businesses are adopting the new way of life
The marketing sector has started to adopt a new way of life. They are spending more on digital advertising rather than outdoor marketing. Due to the alarming situation, people are spending more time staying inside. This has increased the screen time per day. Businesses are taking advantage of this and digitally advertising their products. They are also using strategies that are SOP-friendly.
For example, after the outrage of the virus, Hershey Co pulled two spots featuring people. They were giving chocolate bars to strangers besides handshakes and hugs. They changed them with ads featuring only chocolates, voices and text notes. Another example is of Cheetos ad that premiered in 2020. It features “You can’t touch it” in Mc. Hammer‘s tune.
More companies are becoming online to ensure the smooth running of the business. The brands and agencies are trying to do more work with fewer resources. They are trying to build a working environment that needs less travelling.
Most of the businesses are cutting down their outdoor advertising budgets. They are spending on online advertising, which is slightly cheaper. On the other hand, some brands are increasing their expenditure on digital advertising. This will help them to reach the lead audience which they had reached in the marketing events.
The bottom line
The deadly coronavirus has brought the world to a standstill. The marketing sector is one of the most affected sectors. Marketers are now spending more on digital advertising. Outdoor advertisements have shrunk due to fewer audiences. To survive this pandemic, businesses should adopt strategies that encourage social distancing yet increase overall sales.
