The Other Side Of The Lockdown
When the entire world is following social distancing due to coronavirus outbreak, social media has emerged as the most powerful and effective tool of marketing and communication. Brands across categories are leveraging social media platforms to reach their audience uninterrupted at this unprecedented time never experienced in the last 100 years.
By Nikhil Singhal, Founder, Vigor Media Worldwide
Today most of the world population is staying home but thanks to the power of the digital medium, the Netizens are connected to each other and the news as and when it breaks in any part of the globe.
In India, while the working class is freely accessing web channels and various social media platforms while working from home without restrictions imposed by organisations, the students are busy attending online classes or training but they too tend to switch to their social media accounts be it FB, Twitter, Instagram, Tiktok, etc during the frequent intervals of their screen time.
Capitalising the power of the World Wide Web and the social media, digital marketers consider the lockdown period as the best opportunity to attract the maximum eyeballs and run various campaigns to enhance the reach of their brands.
All brands and corporates are finding it worthwhile to invest their money in marketing activities. In fact, this is the time when RoI is the highest be it any platform of media (traditional or digital) as websites and digital editions of print publications are being read widely. News channels are recording the highest TRP and web portals are seeing highest number of visitor engagements as never before.
Organisations that are able to utilise this time for strategic, sharp and focused marketing activities will witness top-of-the-mind brand awareness and recall when the lockdown period is over and markets are open for customers online and offline. It will help the companies who invested in digital media marketing compensate the losses borne during this lockdown period. Hence this is the best time in probably last several decades when the impact of social media marketing initiatives could be encashed the maximum.
At this challenging time, the famous saying of the American Author Napoleon Hill that “every adversity contains, at the same time, a seed of equivalent opportunity”, has become incredibly relevant for Social media marketing. In the current scenario, no brand across the spectrum can ignore the power of Digital or Social Marketing which has already witnessed a huge boom in the last couple of years. Especially with no newspaper being delivered and outdoor marketing has also lost its sheen in the lockdown, social media has the power to grab the maximum eyeballs.