Coronavirus: Digital marketing as an opportunity in the face of the crisis

The VIDOC 19 crisis has now taken a firm hold on our daily lives. More and more stores are closing or going on short-time work. The crisis is already having a serious impact on small and medium-sized businesses. Creativity and improvisation are needed. In this guide, we will show you what opportunities are currently arising from this crisis situation and how you can benefit from them.

Improvisation is in order

Almost all industries are suffering from the current situation and are looking for solutions on how best to deal with the crisis. Customers order by phone or online and can choose to pick up food in-store or deliver it. Personal contact with customers should be minimized as much as possible in order to reduce risks to staff. Staying out of the way (social distancing) is particularly important.

Many local businesses use social networks to draw attention to actions or changes. For example, if you have already established an Instagram community, it is easy to keep your own community informed of the latest news.

However, the decreasing range of normal contributions means that not everyone sees the contribution. The range can be expanded very quickly through a paid promotion. This is important at this time in these dynamic times.

E-commerce as the second pillar of the Covid crisis 19

Online sales are booming (not just since yesterday). The sales volume has been growing steadily for years. Despite this strong trend, the pandemic is expected to stimulate further growth. Due to great consumer uncertainty and local closures, the place of shopping is increasingly shifting to the Internet.

Casseroles, bed linen or fresh pasta. Almost everything can be sold over the Internet today. Gone are the days when people only bought certain products online. Businesses that can operate a shop should start now and get into the ecommerce boom at the latest, because having your own online shop allows a 24/7 shopping experience for your customers.

The current pandemic is changing behaviour. For example, Amazon: Demand for products has increased so much that Amazon is not affected by job cuts, but has hired an additional 100,000 full and part-time warehouse and delivery staff to handle the increase in online orders due to the coronavirus pandemic.

In these times, online shopping offers consumers many advantages: you no longer have to leave your own four walls and you can buy safely and quickly without exposing yourself to any danger. But: of course, online shopping only works as long as supply chains are guaranteed. If the delivery of parcels were suspended, the goods would no longer reach consumers. However, this scenario is very unlikely.

Owning an online shop or marketplace?

Creating your own website and online store is no longer a complex science. Nevertheless, it is not so easy for everyone to create their own website or online store in just a few days. Right from the start: many questions and processes need to be clarified. Businesses that have not yet sold goods on the Internet must first define a clear strategy. Many key points and processes such as logistics, payment or even returns management need to be defined.

What do customers expect from the website?
  • What information is needed for this?
  • Which products can be sold online?
  • Who is responsible for maintaining the product data?
  • Which shipping service providers can be used?
  • What are the tasks of the accounting department?
  • ...
If the strategy is clear, the next question is how to choose the ecommerce solution. Make or buy: Do you even develop or use a ready-made solution? Of course, both variants have advantages and disadvantages.

Use existing shop solutions

There are many suppliers who offer turnkey systems for various industries. This means that another sales channel can be opened up as quickly as possible. Many systems can be fully installed within a few hours and you often don't have to worry about hosting and shop technology. The corresponding providers take care of this automatically. After the basic configuration and the setting up of products, texts and photos, the sale can start "virtually".

However, you should bear in mind that you are sometimes limited in adapting the functionality. It is often not possible to make individual adjustments for your own business processes. Therefore, before making a choice, you should carefully check whether all processes can be implemented with a finished shop floor solution.

  • Shopify
  • Jimdo
  • Weebly
  • Wix
  • and much more

Online markets like eBay or Amazon

If you want to do without a partner and want to take full control of the "Own Online Shop" project, you will also find many tools and shop systems for your own project. For example, many small and medium businesses are expanding their WordPress website with their own WooCommerce shop.

The variant you choose always depends on many factors. How big is the product portfolio? Do I have simple or configurable elements? Do I only have physical or digital assets? Or both?

The fastest and easiest way to sell products online is through marketplaces. EBay, Amazon and Co. you can get started and sell your own products in minutes. If you don't have a lot of experience in online commerce, you will certainly not go wrong if you first try the possibilities of the established and well-known online marketplaces.

What are the advantages of marketplaces?
  • Mature platforms with many options
  • Very low participation fee
  • High level of trust between users
  • Wide choice of payment providers
  • Sell products on the Web and in the application
  • "walk-in customers" from established portals

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