Why SMEs Need a Strategy During the Pandemic
In the oldest days of marketing, footfall was the metric that all marketers dreamed of. Letting customers see your sign in a heavily populated area would guarantee your message was being seen by the masses.
Several hundred years later, advertising moved to print. Now, a single newspaper advertisement could reach a national audience. Far more than even the best placed store. Since the turn of the millennium, we have seen a more sophisticated system of advertising, facilitated by the world wide web.
Social Media Marketing
Facebook, Instagram, LinkedIn, Snapchat, TikTok and Twitter dominate the social media domain, each allowing advertisers to target users with increasing accuracy. Targeting tea lovers with mugs, cyclists with new equipment and parents with toys.
Search Engine Marketing
Google dominates the internet search domain, connecting people who need a service, to people who offer it. Instead of targeting people based on what they like, target them based on what they’re searching for and where they’re located.
Both the Social and Search platforms are undergoing a sharp increase in usage and screentime due to the Covid-19 restrictions and social distancing measures put in place. There has never been a better time in history to reach your target market, with your business message. This is targeted advertising.