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Why Digital Marketing works in a recession or pandemic

Digital marketing for your business

Digital marketing is the safest and most strategic investment for your business.  With the Covid-19 pandemic turning the world upside down since the beginning of 2020, it’s important to recession-proof your business for now and the future.

Here’s some reasons why digital marketing works for your business:

It’s Cheap.

When managed correctly, SEO, SEM, Social Advertising, and Email Marketing are the most cost-effective ways for you to find new customers. In particular, SEO and Email are marketing channels that require a low investment while offering a high and consistent yield. At Coast Creative Digital Marketing, we consider these “utility services,” and feel strongly that every business should be nailing these two services before expanding their programs to invest elsewhere. These are your bread and butter—the front door and the telephone of modern marketing.

Some cost benefits of digital marketing include:

  • The longevity of programs like SEO and email automations, which continue to perform and pay dividends long after they’re implemented, and can always be improved upon.

  • The ability to shift quickly, both in terms of spend level and budget allocation. If something isn’t working, you can always adjust or move to another strategy.

  • The ability to set goals and targets and optimize toward them while midstream, instead of waiting until a traditional campaign is over to analyze and pivot.

It’s Quick

Digital marketing allows you to make changes to a campaign in real time. Let’s say you launch your  campaign with two different creative approaches, because you’re not quite sure what will resonate with your audience. Within a week, you can begin to analyze performance and move your budget into the top performing campaign, maximizing Return On Investment (ROI) as you go. In this day and age, there is no way to know what will work, and there is no reason to be tethered to a sinking ship.

The ability to shift strategies and tactics quickly via digital marketing allows you to quickly account and adjust for:

  • Cost per conversion

  • Spend rate

  • Audience and targeting

It’s Measurable.

If you don’t know which marketing channel is driving the majority of your revenue, you’re not measuring well. If you don’t know what your monthly goals are, or whether you’re on track to meet your goals, you’re not tracking well. The data is all at your fingertips—it’s just a matter of developing a clear window into that data. Take the time to set up robust and easy-to-read dashboards, so that you can make informed decisions about your business.

The measurability afforded by digital marketing allows you to closely track:

  • Any conversion: Purchase, form fill, registration, or download

  • Conversion rates from any channel

  • Abandonment rates

  • Lead value

  • Customer lifetime value

It’s Ongoing

The moment a client or customer has made their first purchase, you have the data you need in order to expand the relationship and better serve their needs. Have your customers gone dark on you? Create a re-engagement strategy: Give them a reason to come back and do business with you.

For example, you might engage customers in the following ways:

  • Launch email automations to suggest products often purchased together, or provide related content customers might enjoy.

  • Use Referral Marketing to encourage customers to engage their network by offering a reward.

  • Deploy retargeting ads to reach out to past purchasers, or engaged visitors to your website that did not convert.

It’s Insightful. 

There are many ways to identify new growth opportunities via digital marketing. Use these patterns to find new opportunities.

  • What kind of engagement do you get with a certain type of post?

  • How many people click through on a certain ad?

  • What email topics or products drive high open rates?

  • What audiences respond to which messaging?

  • What pages are people visiting on your site?

  • What pages do website visitors abandon?

  • What kinds of offers do your customers respond to?


For more information on how digital marketing can help you or to get a marketing consultation for your business, Get in touch