Are short term and long term marketing tactics better for brands

As the world struggles with this crisis, it is tough to draw plans for the success of the company. No doubt, the pandemic has affected many large and small scale companies but with the essential changes, they are now planning for different marketing strategies according to the new normal way.

While discussing the strategies, one should have a clear understanding of both short-term and long-term strategies. Short-term marketing tactics are those that generate traffic and boost the product for a temporary period, whereas Long-term tactics create brand awareness and a positive brand image for many years. Both the strategies are important, but one needs to understand the objective and plan accordingly, to develop the marketing tactics with an assorted mix of both the strategies that will help your company to achieve the goal.

Due to the pandemic, companies are rethinking their marketing plans and campaigns for new opportunities. Brands need to carefully outline their approach by following a few necessary points for their success in the market:

• Thinking about the online presence- One thing we all witnessed is that the increase in online buying. Customers are shifting from store to online for both essential and non-essential items. It is not that the retail stores will be closed or are unimportant but the role of the retail store will change due to the Covid-19. The situation will not be the same for a long time but it will continue for a short span.

• The change in B2B and B2C buyer needs: For the B2C market, customers have shifted to buying essentials whereas for the B2B client buying needs have changed. For B2B, buyers and selling interaction is important, which has now changed to video calls, calling, and web sales models, and companies are also facing problems regarding payments that have shifted from cheques to online payment.

• Work on your social media marketing- The most important strategy for all the brands right now is to maintain their online presence. Start sharing with your customers rather than selling. For companies, it’s time to plan their social media strategy to connect with their existing and new customers. One more essential thing is that planning SEO results for long-term results and it is important to make you different from your competitors.

During this crucial time, many companies have changed and proved that one should be flexible and act smartly according to their customer behavior. This is the time to plan your objectives and achieve the goals while making a profit.