Digital Marketing Approach In the COVID-19 Era

In the current circumstances impacting the world, majority of businesses are undergoing some or the other kind of disturbance, few quite a bit more than others. Based upon the way your business has been affected will rest on on the choices presented to you and how ideal it is to approach and direct the subsequent few months. This is also a period when actual change is going to happen and new cards are distributed. 

Few contestants will shrink and few will grow. If you’ve positively addressed any ‘holes in the ship’ then the emphasis should perhaps shift back to sales and marketing to help you additionally in improving your position.

We present the Defend, Adapt, Grow (DAG) approach to assist appropriate businesses save money and hold customers, cultivate and involve their onlookers and eventually lay the groundwork for development and competitive advantage, whether right now or in the succeeding 6-12 months.

The four main categories of business emerging:

1. Incapable to trade

This could be because of Government closures or restrictions, your clients or customers being incompetent to handle, supply chain issues or several other reasons.

2. Hibernators

Now could be the right time for gathering information and enhancing your knowledge. Associate this with your current experience to notify strategic forecasting. This hibernation period, could give you the ideal chance of a quick recovery post pandemic.  

3. Survivors

Your chief importance could be to preserve and recover in the short term, with a opinion to grow in the medium to longer term. Marketing budgets may be restricted and re-allocated as there desires to be a much greater focus on ROI at the time of recovery.

4. Boomers

Your business is thriving or at any rate enduring to rise at a rational rate, as the present situation has produced a flow in demand for your goods and services. You are possibly either way too busy to do whatever with marketing and basically trying to catch up with demand.

The Defend, Adapt, Grow Framework



Aim: What can be done right now that has a fair chance of saving currency, cultivating cash and/or holding customers?

Here’s a list of ideas you may want to employ in the Defend phase to aid in stimulating your ideas.

  • Skim through your entire copywriting of all your ads. 
  • Undergo all your automations and email movements
  • Concentrate on becoming callously competent with your marketing budget
  • If lead numbers decline, observe which personas are changing and deliberate increasing volume if likely.
  • Warranting the right mix of compensated and organic activity


Aim: What variations do we require to make now so that our marketing pains are pertinent to the present climate and our brand is located appropriately?

Adapt Tactics

  • There should be a focus on audience expansion rather than revenue
  • This may not be the ideal time to launch a new product for some brands, but it is the right time to shape your subscriber list.
  • Readdressing budgets from offline and event marketing
  • Altering media budgets to social advertising, influencer marketing and paid search
  • Changing media budgets in the direction of content
  • Transferring budgets to enhance conversion, user experience or data
  • Moving budgets from low performing response campaigns to brand campaigns


Aim: What can be done now and next to drive development and competitive advantage in the next 6 months?

Things to take into account when dealing with your Growth plan:

  • What’s the current trend & how that can be maximized? 
  • Which products and services are clients still enthusiastic to pay market rate for?
  • What segments are:
    • Low volume, high ROI
    • High volume, low ROI
    • High volume, high ROI
  • With media feeding habits varying, what channels do we supposed to be more or less prevalent in the next 6 months?
  • Are there any new proposals we can generate for new and prevailing customers?

Winding up

The Defend, Adapt, Grow framework is intended to aid businesses expand their digital marketing approach to endure and flourish all through the near-term months.

The crucial factor to make this a success lies in obtaining the right balance between defence and offence. Saving cash (Defend) and capitalizing for the future (Grow). Likewise, it is critical to know how well and how quickly you can (Adapt) both immediately and on an ongoing basis. 

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