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Ad serving strategies for a post-pandemic world (part 2)

After the pandemic, inflation surged to a level that we have not seen in decades. As the world economies slow down, it is a good idea to prepare your digital marketing for this new environment. Being prepared not only helps your company survive but also gives you an advantage over your more naive competitors. People are spending through their savings quickly and many are in a bad shape financially. Things are not looking good going forward. Therefore, ad serving during this time is more challenging because you need to consider the reduced purchasing power of your potential customers. When people have less disposable income, they will be more selective in choosing what to buy and spend their money. Your marketing strategy needs to strike the right tone and take these changing factors into consideration.

Put your customers first

It is critical to remember that your business is nothing without customers. Therefore, regardless of what happens internally or externally, you need to think about your existing and also potential customers. Identify their needs and prioritize with your own goals and objectives to create a balanced approach. It is easy to get caught up with all the internal issues like management, payroll, rent and other expenses that you forget about why people buy your product or subscribe to your service. Customers are the ones that bring in revenue and cash flow that sustain your business. They will also be the ones that can help you expand and grow over time. Therefore, always think about your customers and how to serve them better while at the same time, manage your back-end operations efficiently to ensure you survive the tough time.

Adapt to changing demands

Something that seems important to consumers now might well be entirely different in a month or two. People are seeing their disposable income dwindling because of the pandemic and high inflation. We are seeing customer demands change on a very regular basis. Any business that fails to stay in tune with those new sets of needs and demands is going to get left behind. We are in an unpredictable time, and you need to learn to be flexible to meet new demand and avoid wasteful spending on a fad. Understand your target audience and know where they hang out so you can reach them effectively and affordably. Because their schedules and priorities change, you need to revisit your communication methods and current ad server settings frequently to ensure that it is still a good fit. You do not want to allocate your limited and precious resources to the wrong place. How do they know about your new products? How are they keeping in touch with your business? Is it via social media, text, email newsletter, your website or something else? One easy and effective way to get an understanding of their current pain points, concerns and hopes is to solicit feedback online, send our email surveys and open questionnaires. From the input, you can adjust your message, content, or functionality accordingly.

Part 1 - Importance of existing customers and ad messages

Part 3 - Offering discount and omnichannel

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