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A leap of faith

COVID-19 Business Disruption: Best Practices for your Digital Marketing

Published by : PDM on 01 March 2020

We are living through unprecedented times and we acknowledge that every individual and every UK business is having to go through some rapid changes, including us. 

We’re all in this together 

The coronavirus pandemic (COVID-19) has undoubtfully affected every business in the UK in some way or another, and overall affecting the economic world and global health & wellbeing (mentally and, or physically). It is inevitable that there will be challenging and difficult times ahead as we make changes to the way we live and work. 'This is not life as we know it,' and 'This is not business as usual.’ 

Speaking to you as a long-established marketing consultant and a business owner, I want to make you aware that Purple Dove Media is fortunate enough to work from home (as most of us are having to now) and have the resources to do so effectively and efficiently - with continued digital marketing support and commitment to ALL our customers. 

There is no denial, that the threat of COVID-19 has impacted social gatherings such as meeting and networking spaces, exhibitions and events, and tradesman services such as paint and decorators, electricians, beauticians and hairdressers; down to travel and shipment sectors, retail chains and e-commerce. – too much to list. As sad and traumatic as it sounds - it is, it is transparent that the truth of the matter is not ALL will be able to cope or survive this anarchy. 

Our standpoint given the circumstances

Now is the time to stand together and work smarter than ever before. We can do this ‘collectively’ through collaboration (this can easily be achieved digitally through video conferencing or over the phone – for now, or in future) so that we may continue to communicate, inspire and bounce ideas back and forth. We can work smarter by not giving up (because our businesses depend on it) If we find that the ‘normal’ ways of promoting and selling product and services are no longer working, we have no choice other than to think of new or alternative ways, explore new avenues and take different approaches to advertise and market our products and services in the current situation we are faced with. 

With a resilient mental attitude and digital marketing perseverance combined with your business endeavours, we can create a strong driving affiliation. Purple Dove Media are determined to help and support our customers, we will not let this virus defeat us, we will not focus on the problems but focus only on solutions and make strategic marketing revisions to reflects this. 

We’ve come so far

Many UK businesses including those of our customers have come so far in making their culture shift from traditional to digital and most are already on-route to full digital transformation. It would be a tragedy for all the hard work, time & budgets it has taken to get to the point where they’re today to just come to a full lockdown. But in light of the situation, it could be an enlightening prospect and make it even possible to rise above and achieve a ‘digital breakthrough’ should businesses discover and explore the benefits of new virtual environments and adopt flexible work-from-home policies, especially, if they have not been able or open to doing so until now. 

At this time of crisis, those businesses that neglect their digital marketing ventures are likely to fall far behind, especially as the pace of technology is rapidly growing and changing. I think (views are my own) the thing we must remember is that even in this time of crisis, be prepared for business to slow down, shut down, or rise-up. Think about this… The Internet is open for business 24/7/365– unless astoundingly the Internet goes into lockdown or disappears. Food for thought…

The point I’m trying to make here is that the Internet doesn’t stop – your business website can still be hosted, backed up, maintained and optimised, advertised and marketed online, you still have access to electronic mail and social media never sleeps. Be optimistic – Keep Calm and Carry On! And know that Digital Marketing will always be your friend in business, at the best of times and at the worst. With the right people besides you and the right tools and resources, your business can innovate, not only to just survive but to thrive! 

Here are our 5 best practices we suggest…

1. Prepare your business for the long haul, remembering communication and content are key factors.

2. Gain perspective, learn patience and innovate in the shadows.

3. Work smarter to retain your existing customer base. 

4. Focus on providing value to your customers in time of crisis.

5. Establish your company’s true values in a time of crisis.

Quotes that inspire and motivate us…

“It is not the strongest of species that survives, nor the most intelligent that survives. 
It is the one that is most adaptable to change.” ~ Charles Darwin

“Content is King” ~ Bill Gates
“Communication – The human connection is the key to personal and career success” ~ Paul J Meyer 
“Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.” ~ Steve Jobs
“using your expertise or brand capital to help during a crisis is not about commercial advantage or profit. It is about doing the right thing for society and showing a company’s true values and citizenship.” ~ Scott Kronick

Our work given the situation

As a digital marketing company, we are having to reassess client marketing campaigns and creative content that was planned months ahead as what we had decided then may not be ‘appropriate’ in the time of now. It is a fact that from a past time of being proactive, we have had no choice to become reactive and adaptive to this ‘unique’ situation.  

The tide has come and pushed the boat back with a few tumbles and turns but we’re sure doing our very best to help businesses keep afloat of their digital marketing. In actuality, Purple Dove Media has been inundated with new ‘on-demand’ custom content and creative elements for client marketing campaigns and with a positive mental attitude, perseverance and determination Purple Dove Media have been working around the clock re-assessing and re-aligning what is important and relevant to our customers and their customers in the time of now – bridging the gap between what was once reality and the current reality. 

Our Statement 

The wellbeing and safety of our customers, employees and business partners are genuinely important to us. We have taken alternative measures to work from home to safeguard business continuity and social distancing. Our travels are restricted and very limited, alternatively, we use digital means to communicate, converse and connect with our customers and audiences online. We are also monitoring closely what the UK Government advise as well as the WHO and the NHS and are following their protocols. 

Please stay safe and be kind to one another.