Mediaworks has published guidance for charities and businesses on the digital marketing opportunities and threats caused by the coronavirus pandemic.
Switching retail operations to eBay and Amazon and updating online calls to action are among key advice given in a digital marketing action plan for charities and businesses during the coronavirus (Covid -19) pandemic.
The action plan has been released by digital marketing agency Mediaworks for charities and businesses on how to be “agile and adapt your marketing approach based on potential digital opportunities and threats” caused by the pandemic.
“Over the last few weeks, marketing departments across the world have been faced with the unrivalled challenge of changing strategy, adjusting budgets, and deploying untested tactics,” said the agency.
The action plan has been released following a survey of charity leaders revealed a drop in confidence in using digital as the sector battles to attract donations and revenue amid rising demand.
Online information such as contact details, office opening hours and available services needs to be updated on charities’ own websites and also via third party listing sites.
A constant update on ensuring such information is accurate “is crucial” said Mediaworks.
If coronavirus fundraising appeals are now the central theme of marketing efforts then charities need to review “onsite calls to action, guaranteeing they are working, relevant and prominent”.
Due to charity shop closures charities need to step up their online retail marketing and make good use of the exposure of platforms like Amazon and eBay, said the action plan.
Other advice includes ensuring analytics information is being harnessed to focus marketing on where there is strong demand.
Social media engagement
Engaging with supporters through social media is also vital “as measures of staying indoors become particularly more stringent”.
“One thing we can be certain of is more people spending more time online, especially social media,” said Mediaworks.
“Seize the opportunity to share helpful information on the platforms that matter most, providing regular updates.”
Further advice focuses on reassessing budget for pay-per-click marketing and fine-tuning media advertising. At a basic level out of home and cinema advertising needs to be re-allocated into online, radio and on-demand TV services, such as ITV hub.
Marketing content should not be neglected as “high quality, informational blogs and webinars” for example, can “add considerable value to your brand”.
Charity marketers can also use the “unique circumstances” of the pandemic to be innovative with new approaches to digital marketing.
Charities are also advised to ensure they don’t neglect long-term digital marketing strategy, so that they are well placed to rebound in terms of fundraising and revenue when the current crisis is over.