The epidemic has forced most enterprises to stop production and struggle with life and death every day. Faced with the heavy pressure caused by poor economic efficiency, enterprises have to "tighten their belts" in order to survive in 2020 and reduce all unnecessary expenses.
At this time, compared with "life saving", advertising seems to be a "chicken rib" that can be dispensed with. It is normal for SMEs to choose to reduce advertising marketing budget and advertising. However, happiness and misfortune depend on each other, At this time, marketing promotion is also a great opportunity to "copy the bottom".
The marketing cost is low at this time
As we all know, prices fluctuate due to the influence of market supply and demand. Under normal circumstances, whether we do SEO optimization, SEM bidding or information flow advertising, you do promotion, your competitors are also doing promotion, especially in some hot industries with fierce competition, and the price of promotion will naturally rise.
Due to the impact of the epidemic, most enterprises will reduce the advertising budget and stop promotion, resulting in a decline in advertising demand. The result is that most advertising will reduce the charging standard. Some advertising companies will also launch promotional activities at this time to help enterprises overcome difficulties. For enterprises, it is appropriate to compare prices for advertising at this time. As long as the right marketing channel is selected, it is equivalent to spending less money on more advertising and marketing.
The enemy retreats and we advance, making it easier to stand out
In the hot market period, the competition between competitors in the same industry is often very fierce, which consumes a lot of investment in marketing and promotion, and also easily brings customers. At this time, most enterprises have given up advertising, but if you still maintain it, it is easy to stand out and take the lead.
The consumption demand of residents was suppressed by staying at home for epidemic prevention, and many people directly said that they must have a good consumption and entertainment after the epidemic ended. At this time, the effect of enterprises' maintaining advertising marketing appears. When advertising during the epidemic, the enterprise information has always maintained a certain exposure rate, then consumers will have a deeper impression of you, and will naturally get a lot of traffic after the epidemic ends.
Low search marketing cost and low risk
For small and medium-sized enterprises, every penny is precious, and the choice of marketing channels should be more cautious. At this time, the choice of advertising is more suitable for the advertising channels with low cost, low risk and long-term income effect.
At present, people all over the country are staying at home surfing the Internet, and search engine marketing is based on users' search and browsing habits to display enterprise information and improve enterprise exposure. And this kind of marketing method has low cost and strong stability. Therefore, Search engine marketing is more suitable for SMEs than others.
Brand marketing is a process of accumulation
Brand marketing is a process of continuous development. Take SEO optimization as an example. The effective period is generally 1-3 months. The more clicks, the better the website ranking. And many search engines have data. Just like wine making, the longer the time, the more mellow the taste, and the more obvious the effect. Therefore, search engine marketing is more suitable for SMEs both in terms of cost and brand promotion in the long run.
Therefore, Now is the right time to do search marketing. After the epidemic ends and the market fully recovers, it is also the time to harvest traffic. If we wait until all the companies are almost recovered to do marketing and promotion, and enter the situation of fierce competition, it will be difficult to break through the tight encirclement.
During the 2008 US financial crisis, Paul Dyson stated in "Reducing advertising spending in the recession will delay recovery" that if enterprises cut advertising budgets in the recession want to return to the sales level before the recession within one year, the advertising budget invested in the recovery period needs to be increased by about 60%. " let me put it another way, If the advertising budget is reduced by $1 during the recession, it will increase to $1.6 after the recession to return to the pre recession level. This is obviously a straw on the camel's back for small and medium-sized enterprises that have just come back from life and death with limited funds.
Now the whole country is returning to production and work, and the government has introduced corresponding policies to ease the pressure on enterprises. The market economy is gradually recovering. Once the epidemic is over and the market fully recovers, the advertising during the shutdown will play a role. So, Enterprises should properly and reasonably launch advertising, and choose a way that is low in cost, low in risk, and has long-term benefits in the future, so as to seize the first opportunity and gain a firm foothold in the re shuffled market.
