In current lockdown situation due to Covid-19 pandemic, for some of you it must be a work from home schedule and for few of you, it could be just home quarantine with surfing social media for entertainment news and information. The busy schedule of individuals from morning to evening gets converted into surfing and engaging with social media platforms like Facebook, Instagram, Twitter, LinkedIn, Whatsapp etc.
In view of the escalation of corona virus (Covid-19) cases across the world, businesses are reviewing their digital marketing strategy and making an opportunity to tap potential customers and engagement with existing customers.
In this scenario internet has proliferated the whole world, social media platforms becomes, the Game-Changer and online advertising campaign has become the core of marketing strategy. The pandemic situation has bought significant change in consumer behavior, internet and social media consumption. It has become necessary for brands to rethink, how they connect, engage and relate to the consumer. Research released by Gartner shows that several leading brands across the world have successfully adapted to these changing scenarios, and suggest digital ways that brands can manage their ways through difficult times.
Leading companies from automobile, banking, consumer durables and FMCG sectors across the world are emphasizing on social distancing, exercising brand building activities and creating awareness through social media platforms to fight against Covid 19.
Companies like Audi, Volkswagen, Coca Cola, Nike and McDonald have changed their logos on their social media pages like Twitter, Instagram and promoting the message of social distancing during the Covid-19 pandemic which makes their ad campaign getting viral.
McDonald’s has changed its logo on Twitter page, separating the golden arches, saying “separated for a moment to always be together.” Coca Cola also created its Ad-campaign on Twitter, its brand script is normally connected letters. Now the image script is spread apart, with the tag line saying “Staying apart is the best way to stay connected,”
Along with this global brands, some of the Indian corporate brands like Reliance, Godrej Group, Mahindra and Mahindra, Paytm, Hero-cycles have made practical contributions to the fight against COVID-19,by making donations of funding ,supplying medical solutions, Hospital setup etc and prompted their efforts via social media platforms.
To summarize the above, i believe, during current crisis, redefining digital marketing strategies through the COVID 19 scenario, has become need of an hour. Social media ad campaigns play a crucial role to spread awareness, raising funds and customer engagement. Many brands have shifted its focus towards digital marketing platforms, as consumers are spending more time on these platforms. Brands are also promoting online content like blogs, short videos to connect and win consumer engagement.

Image Source: https://www.guideautoweb.com/en/articles/54621/social-distancing-volkswagen-and-audi-lead-by-example/