Marketing is the prime pillar to introduce a product/service to the audience. The better way to market is to target the right audience. And this has become possible with the advent of the internet and social media. Online marketing embrace both paid marketing and organic marketing.

Paid marketing involves direct paying for marketing purposes. For instance, PPC (Pay per click) marketing and paid advertising are part of online paid marketing. Whereas organic marketing is making the product/service visible in the eyes of target customers without advertising them. Though, some marketers consider organic marketing to have an upper hand overpaid marketing. But it is the combination of both paid and organic marketing that works well because organic marketing, like any other thing, is limited as well.

Your Guide To Paid Marketing During COVID-19

Let’s discuss the paid marketing and its attached aspects during Covid-19.

Online VS Offline

In today’s era, there are 2 channels of marketing, online and offline. However, during Covid-19 when people are quarantining and spending more time on screens, it is smarter to spend on online mode of marketing than offline. At this time, online marketing will be worthier than the offline because of wider and targeted reach.

Why Paid marketing?

The organic way takes a lot of time and effort to reach the target customer. You need to apply proper strategies and experiment with them from time to time to assess what is catering you the results. At the same time, paid marketing targets directly and instantly. Thus, it can be effective in Covid-19 times when you do not want to pass by the already limited but purposeful customer.

Pay Per Click (PPC) marketing

According to a study, the visitors to the fashion retail sites reduced but the conversion rates improved during the Covid-19 times. This indicates that only genuine buyers are surfing the internet and completing the purchases. In this scenario, PPC marketing is a great tool to advertise because here the advertisers occur cost only when users click on their ads and directed to their landing page. Therefore, there are more chances of reaping the benefits with a limited amount of investment.

Remarketing

The buying decision is largely affected by the Covid-19 situation. Due to the uncertain future and tight budgets, people are taking a longer time than before to think rationally ahead of buying a product/service. So, remarketing is all about targeting the audience who have previously shown interest in the product but did not end up buying it. Hence, it is vital to retarget the potential customers as to not let the deal go away. Furthermore, remarketing is inexpensive and can prove effective. As it reminds the possible customers about the product and increases the conversion rate.

Performance Evaluation

Measuring the performance of the investment is even more crucial in Covid-19 times. The aim is to utilize every single buck spent on paid marketing in these challenging times. Identify the critical KPIs (Key performance indicators) for the type of marketing being used. And analyze them to improve the results and ROI in the future.

Remember

At last, even paid marketing is also for the customer to buy willfully not for the product to sell forcefully.