Navigating Emergency Times with Performance Marketing Excellence

In today’s digitally-driven world, businesses and organizations often face unforeseen challenges that require swift and effective responses. Emergencies, whether they are natural disasters, wars, economic crises, or global pandemics, can disrupt regular operations and force companies to adapt to rapidly changing circumstances.

Table of Contents

• The Product
• User Acquisition (UA)
• Creative Excellence
• App Store Optimization (ASO)
• Search Engine Optimization (SEO)
• Conclusion

The Product

Prior to commencing operational processes, marketing adaptations should be tailored to the nature of the product, considering the necessity for certain items during emergencies, such as essentials like diapers. In addition to realigning campaigns to address logistical considerations, a strategic approach should be employed to concentrate efforts on disaster-affected regions. It is worth noting that marketing costs typically exhibit a decline during such periods, offering the potential for expanded exposure and heightened conversion rates, thereby aiding the distressed populace. In such circumstances, swift modifications to creative elements are recommended to emphasize functionality over emotion.

In the event that the product in question is not an essential emergency commodity, for instance, luxury items like jewellery, a judicious reduction in advertising budgets is advisable, rather than a complete cessation of advertising endeavors. This should be accompanied by a meticulous examination of the feasibility of targeting audiences beyond the disaster-impacted zone and its periphery, with corresponding adjustments to creative content that resonate with the current crisis. Our counsel is to curtail budgets without a complete cessation of marketing initiatives.

When assessing the indispensability of the product being marketed during emergencies, obvious choices are products with essential consumption value. Nevertheless, it is imperative to recognize that in times of crisis, individuals also seek leisure products. For example, online gaming, despite its historical classification as a recreational pursuit, often witnesses a resurgence in demand within a brief span, along with software, hardware, and related commodities. Consequently, a consistent advertising presence, aligned with timely and relevant creative strategies, is essential, while simultaneously addressing logistical challenges tied to physical products. Swift adjustments in impacted areas should be considered.

One essential tool that can help organizations weather these storms is a well-planned and executed digital marketing campaign. This article explores the role of ASO (App Store Optimization), SEO (Search Engine Optimization), UA (User Acquisition), and Creative Excellence as crucial components during emergency times.

Subsequently, it is imperative to address website modifications and the entire spectrum of advertising efforts, encompassing creative elements and messaging. This should be followed by a comprehensive examination of the organic aspects.

During an emergency situation, the foremost elements to consider are the immediate impact and the subsequent effect, which are initiated by the User Acquisition (UA) strategy, followed closely by the creative approach and subsequently the organic component.

1.  User Acquisition (UA)

User Acquisition is the process of attracting new users to your platform or app, and during emergency times, the urgency and importance of UA can be paramount.

a. Emergency-Specific Campaigns

Create UA campaigns tailored to the emergency situation. For example, if your app offers grocery delivery services, target users who are searching for “emergency grocery delivery” or related keywords. Special discounts, promotions, or incentives can also be incorporated to encourage users to try your services during the crisis.

b. Leveraging Social Media

Social media platforms can be invaluable tools for UA during emergencies. Craft compelling ad campaigns, share relevant content, and engage with users on platforms where they are seeking information and assistance. Consider partnering with influencers or organizations with large followings to extend your reach and credibility.

c. Loyalty Programs

Maintaining user loyalty is as important as acquiring new users. Offer incentives and loyalty programs to your existing users to encourage them to stay with your platform, especially during crisis times when they might be exploring other options. A strong and loyal user base can be a significant asset in weathering the storm.

2.  Creative Excellence

Creative excellence plays a pivotal role in attracting and retaining users during emergency times. A well-crafted and empathetic campaign can make all the difference.

a. Empathetic Messaging

In times of crisis, users are seeking empathy and understanding. Your campaign should convey a sense of compassion and support. This can be achieved through thoughtful messaging in your ads and content, as well as by sharing stories of how your product or service has made a difference in people’s lives during the emergency.

b. Visual Appeal

Eye-catching visuals and creative design can significantly enhance the impact of your campaign. Visual elements that resonate with the emergency, such as relevant images and graphics, can draw the user’s attention and communicate the message effectively.

c. Multi-Channel Approach

A multi-channel approach ensures that your campaign reaches users where they are most active. This could include a combination of social media advertising, email marketing, video content, and more. Consistency in creative elements across these channels reinforces your brand identity and message.

3.  App Store Optimization (ASO)

App Store Optimization, commonly referred to as ASO, is a critical element for businesses with mobile apps during emergency times. As people increasingly turn to mobile apps to access information and services, it becomes essential to make sure your app is not just available but also visible and appealing to users.

a. Keyword Research and Optimization

In times of crisis, users often search for specific apps or information related to the emergency. Keyword research plays a pivotal role in understanding what users are searching for and optimizing your app’s listing accordingly. By incorporating relevant keywords in your app’s title, description, and metadata, you can significantly improve its visibility.

For example, during a natural disaster, an app that provides real-time weather updates and emergency alerts can optimize keywords like “emergency weather app,” “real-time weather alerts,” etc., to attract users searching for such services.

b. Effective App Descriptions and Screenshots

An app’s description and screenshots should convey its value proposition clearly. During emergency times, users are more likely to download apps that offer solutions to their immediate problems. Thus, it is crucial to highlight your app’s key features and how it can help users in a crisis situation.

c. Regular Updates and Communication

During emergency situations, app users seek updated information and communication. Regularly updating your app with the latest news, guidelines, or features related to the crisis can help maintain user engagement and trust. Additionally, responsive customer support can go a long way in ensuring a positive user experience, especially when users need assistance urgently.

4.  Search Engine Optimization (SEO)

In emergency situations, people often turn to search engines for information, guidance, and assistance. Ensuring your website ranks well in search engine results is crucial for maintaining online visibility and providing valuable information to those in need.

a. Content Strategy

Developing a content strategy that aligns with the emergency is essential for SEO during crisis times. Create content that addresses the specific questions and concerns of your audience. For instance, if your business is related to healthcare, publishing articles on topics like “Emergency Health Tips” or “How to Stay Healthy During a Pandemic” can provide valuable information and improve your search rankings.

b. Technical SEO

Technical SEO aspects such as website speed, mobile-friendliness, and site security become even more critical during emergency times. A slow, insecure website can deter users and negatively impact your search rankings. Ensure that your website is optimized for a seamless user experience, regardless of the device users are using.

c. Local SEO

Local businesses can leverage Local SEO strategies to connect with their community during emergencies. Ensure that your business is listed accurately on local directories, and use geo-targeted keywords to improve your visibility for local users searching for relevant services.

Conclusion

In preparation for operational activities, marketing strategies should be tailored to the product’s relevance in emergency situations. Adjusting campaigns for logistical concerns and focusing efforts in disaster-affected areas can be instrumental, particularly when marketing costs tend to decrease during crises, allowing for increased exposure and conversions.

Additionally, a well-planned digital marketing campaign, incorporating ASO, SEO, UA, and creative excellence, plays a vital role in navigating emergencies. Ensuing steps should include website modifications and an in-depth review of organic elements.

By combining these elements, businesses and organizations can navigate through emergency times, offer assistance, and maintain their online presence and reputation. The key to success is a well-planned strategy that focuses on user needs and provides value in the most challenging of circumstances.

At yellowHEAD we can help with all these elements. We know how to manage campaigns during emergencies and also during “normal” times. Don’t hesitate to contact us today.