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As the digital landscape continues to transform the marketing landscape, brands also understand how to adjust their business goals and strategies accordingly.

From Raghav Bagai

The devastating effects of the coronavirus have hit every sector and changed the lives of many, causing businesses and people to grind to a halt. Established companies are also having a hard time navigating the pandemic, and digital marketing agencies are no exception. The effects of the pandemic have hit every company, company and digital agency differently.

For example, the companies that had developed their digital marketing strategies for two to three years got their marketing teams to think creatively and reformulate goals according to the impact of the pandemic. Similarly, many agencies have redefined and polished their existing goals and business strategies to weather the pandemic.

2020 was the year of change for every company. Home isolation and sudden lockdowns accelerated the adoption of digital technologies. Additionally, the unexpected start of the second wave of the pandemic forced every organization, digital marketing agency, and client to take the digital adoption curve overnight. This has given digital marketing agencies more space to direct the client’s initiatives in order to understand and magnify the crisis.

In order to be successful in the world of the pandemic, many innovative digital marketing agencies have changed their work culture, which has led to a massive increase in digital acceptance.

Conversion to a digital / virtual working format

The COVID-19 pandemic has disrupted the way businesses work, and the most efficient step is to adopt a cloud-based working format. The virtual work infrastructure has given digital marketing agencies the lead they need to scale despite the challenges. Given the pandemic lockdown, authorities can identify various digital work functions and rethink them without a physical workplace.

The digital reinterpretation and reconstruction of the minute for important functions can serve as the basis for an improved and more secure operating model. This also helps the agencies develop a hybrid operating model by leveraging the best of personal and remote work capabilities.

Humanization of brands

Creative agencies are responsible for developing the creative communication strategies for the brands out there. Since people are locked up at home, they spend more time online. Your expectations of the Internet are changing and brands must also change their communication strategies and their online presentation, evolve and strengthen their online presence. To successfully sail through the pandemic, agencies need to humanize brands while maintaining their core values.

To build healthy relationships with customers, brands need to humanize their approach in a way that maximizes engagement and brand awareness. It means breaking through all of the cold corporate strategies like simply pushing the brand’s offerings and showing more empathy with their audience in order to stay ahead of the competition. For example, if a brand serves GenZ, it has to speak in the language of the memes in order to be relatable, as this target group does not fall for die-hard techniques.

Transformative change in agency culture

The COVID-19 pandemic is a human health crisis, and similarly, employees need to be approached from a more understanding perspective. Taking care of the team is becoming one of the most important factors in order to grow through the pandemic and emerge stronger from it. In order to provide full support to employees and their families, many agencies have taken initiatives to help them cope with the worsening effects of the pandemic. For example, some agencies have given their COVID-positive employees financial support in the form of vacation without a paycheck. In addition, many agencies have introduced “no layoffs” and released “early salary” specifically for the team members facing the most pressing challenges during the crisis.

In addition, digital marketing agencies organize vaccination campaigns for their employees and their family members. This practice helps employees return to work empowered and makes them feel like the agency is behind them. Making such changes in the agency work culture increases the emotional well-being of employees and keeps them positive during these times.

Understand the increasing reliance on digital for brands

As the digital landscape continues to transform the marketing landscape, brands also understand how to adjust their business goals and strategies accordingly. From just being visible on social networks to using digital media to develop business, brands have become more performance-driven and their expectations of the ROI of digital have increased over the past year. Agencies need to understand changing needs and develop strategies that embrace them.

The pandemic is not going to completely change the digital marketing scenario. However, some necessary changes will change the agencies. If these necessary changes are made, agencies would have an advantage in positioning themselves creatively in the market. By understanding the client’s goals, changing times, and employee needs, digital marketing agencies can build a strong brand and navigate the crisis seamlessly.

The author is a co-founder of Sociowash. Views expressed are personal.

Also Read: Covid-19 Has High State And Central Government Spending; AdEx stood at 165 billion rupees between March 2020 and June 2021

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