Devices with instant access to the internet, including smartphones and tablets, are increasingly common today. Apart from a source of entertainment, they are also a powerful medium and tool for marketers and provide businesses phenomenal capabilities to reach large consumer bases in highly exciting ways. Digital marketing is providing (due to its increased span of effectiveness) fruitful results for B2C (Business-to-Consumer) as well as B2B (Business-to-Business) marketers and companies alike. Surveys indicate that B2B marketers using digital marketing have a 50% greater conversion rate than their peers and counterparts who rely on traditional methods. The usefulness of digital marketing has enhanced even further in the current times when the coronavirus pandemic made social distancing and lockdowns essential. Here is how digital marketing is saving the ship for the brands during the COVID-19 pandemic and social distancing times.
Only Viable Option Due to The Absence of Other Modes of Marketing and Advertising
Social distancing and lockdowns have been lucrative for limited industries only. Further, advertisement creators and traditional approach to marketing and advertising have also been restrained, due to their nature of work and productivity. Live conferences and events are also not possible. Personal selling and face-to-face interactions that have always been the backbone of business-to-business selling are also not possible or are much restrained in current times. Therefore, the ongoing contingencies for mitigating against the loss and the main strength of resilience, are based on digital marketing only.
Changed Reliance, And A Transformance In Progress
While all businesses, including the business-to-business sellers, are interested in digital marketing, including B2B email marketing, they often shelve their plans for some time. Other traditional measures may still keep them going. These businesses often relied on the annual trade show circuits, exhibitions, and the network building measures for building their relations with their customers. Smaller companies also relied on quick personal visits, word-of-mouth references, cost competitiveness, and hard-earned reputation. These measures are also not working well enough in present times. As of now, the markets are engulfed in uncertainty. Businesses are keeping their activities to the least or refraining from doing any to the highest possible extent.
Digital marketing and the all-inclusive methods, including email marketing, social media marketing, search engine optimization, content marketing, and others, are still generating leads and business for B2B marketers. The measures are also ensuring that the necessary motivation, confidence, and passion are maintained, and companies afraid of the current times and adverse situations are also motivated to increase their production activities.
First Movers Have A Big Advantage
The B2B suppliers and firms that are slow to adapt to the required digital marketing maneuvers and partnerships may lose a lot. Adaptability may be crucial to resilience. There are many renowned firms in India specializing in B2B email marketing and digital ‘lead generation technologies and services. These popular digital services firms are using the digital channels in innovative ways and helping their client businesses thrive even in the face of current adversities of the market. These firms use the latest tech tools created by world-renowned tech firms, including Microsoft, HP, Dell, SAP, and others, to ensure that the suppliers can engage with their clients in the most profitable ways while incurring the least cost.
B2B companies should also understand that this trend may be here to stay for a substantial time, and businesses may not return to their usual state or have the same face-to-face format for them even once the crisis is over and a vaccine is out. Reliance on digital technologies is only going to increase in the future, and adopting them earliest may be the best idea that can provide long-term sustainability and growth.
Noticeable Change in Marketing Practices
The benefits of digital marketing are increasingly realized and experienced by companies across the globe, which is evident in the form of the enhanced adoption rate of digital marketing tools by small, medium, and large businesses alike. A real spike has been witnessed during the past few months in the web and digital marketing activity sector. Marketers are developing more digital strategies and are taking more time to be confined to their homes and offices. Many companies have used the time to update and create websites, launch their native E-Commerce channels, build and strengthen their social media campaigns and presence, and provide a lot more importance to influencers and their engagement. They have used the strategies to reach new audiences/clients while retaining the old ones.
While most suppliers are ready for flexible workplaces and seek integration of technology in the production activities and areas, spending towards digital marketing still seems to be a general idea to them. The suppliers should understand that digital lead generation and digital marketing are a prudent way to stay connected, enhance cooperation, and bring them the best results with the least investment even in pandemic times.