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Working in Digital Marketing during a Pandemic

Pandemic and the Internet

Check. Perhaps someone has had the experience (or misfortune?) Of working during a pandemic in earlier times, but definitely not in the context we have today. The context of the internet, the immediacy, the challenges of dancing on TikTok and the double-edged sword that comes with being connected 24/7.

Social Networks and the Pandemic

If I spend a minute on my feed of any social network, the emotions can be a roller coaster: Going with anger for the aunt who shares fake news and conspiracy theories (my favorite is 5G), astonishment at the note of ” People in Ecatepec do not believe in the coronavirus ”from your favorite tabloid website, sadness at the official global figures of those verified portals and ironic laughter with any meme about the new internet tlatoani, López Gatell. The reality is that times of crisis bring out what you really carry inside. And it also applies to brands.  “The reality is that times of crisis bring out what you really carry inside. And it also applies to brands”.

Seeing the positive for Covid-19

In a virtual meeting during one day of the week (because it doesn’t matter what day it is), my boss asked the forum:  “Before we start, tell me one good thing that COVID19 brought you”. The answers, slightly skewed by the fortune of belonging to the upper-middle class that can take refuge in their home, were totally different: From spending more time with your family to being able to wear pajamas 24/7. Others said the ability to save, exercise or just the opposite: allow yourself to neglect your physique. I, for my part, answered simplicity. I hadn’t realized how little I need to lead a happy life. And that’s when I remember that what really brings a smile to my soul is being able to have a deep conversation with my family, laugh over beers with friends, get lost in unknown streets during a vacation trip and dance on Saturday nights in any bar. low reputation in the city.  

Brands in times of Pandemic

And suddenly, it also clicks with my profession: Although it seems that a constant around the governments of the world is that the official information that is shared falls short, that does not give us the right to share our thoughts or recommendations through our brands. Epidemiology issues should be left to the experts. However, that does not mean that your brand should not have a position in the time of the coronavirus, and that position should be simple. Marketing might seem once again to fall to this shallow, self-serving and non-transparent profession, but the practical reality is that now more than ever, consumers need product availability, brand utility, and simplicity. how you can help them. And when I say simplicityI mean they need: The product / service / content that they consider useful or essential to face the quarantine or the situation where they are at that moment.  Nothing else. 

How will companies be affected by the Coronavirus?

The reality that plagues all of us who are dedicated to digital and its communication channels, is that they do not need a commercial with motivational phrases that tells them that everything will work out, or interrupt their digital experience with a letter from your CEO that titled ” We are with you during these difficult times. ” Today, less is more. And it is this simplicity that has to make us aware of not falling into the usual mistake:  Consumers do not care about brands. According to Mark Ritson during a Mini MBA webinar by AdWeek last month (2020), brands will go through two main stages: The crisis and the recession. During the first, the marks can be found in three situations: Flex, Fix and Freeze. The “Flex” situation speaks of those brands that are not severely affected, and that within its catalog could have had changes in demand that are even favorable – like any supermarket. The second tells us about those brands that must urgently change in order to survive, a clothing brand with a physical store, for example. The third speaks of those brands that cannot do much to try to cope with the situation and that maintaining business involves exogenous factors, here let’s think of an airline. Whatever the situation, the business will need to make quick decisions and tactics that allow it to continue with its executions in the short term.  “The business will need to make quick decisions and tactics that allow it to continue with its executions in the short term.”

The 4 Ps of Marketing

What to do during the Crisis process?

And that is where Ritson reinforces that many marketers fall into the error of forgetting a concept that is more than 60 years old but is still just as valid: The 4 Ps (at some point someone told me that it is already 6, or 8, but for effects of the simplicity of this text we will stick to the original concept). These marketing basics have not changed, even in today’s context, and each one of them is a button to attract new consumers. The problem lies when it is believed that the only button that can be pressed is the one with the P for promotion.  And there you have content agencies running to make the new viral template on Instagram Stories, thinking about the new emotional ad or bringing to the table the winning concept of the new challenge that the entire audience is expected to do, which has your product at the center .  These tactics may or may not work, but it is ensured that, of the 4 buttons, this is the wrong one to press as the first option. Certain brands are using the rest of the options to stand out in this crisis, and their actions carry earned media : 

Product

Uber Flash, who enabled its platinum drivers a new form of entry within the platform: The user will be able to transport all kinds of legal items, as long as they fit in the trunk of the car. For all the people who do not want to leave their homes, but need an immediate logistics service, this service becomes invaluable. Likewise, we will have the option to share the route of the trip in real time with whoever will receive the article.

Price

Many, the Danish supermarket that has come up with a renowned pricing model for the highly sought after antibacterial gel, where the first bottle costs the equivalent of £ 5 and any subsequent bottle costs the equivalent of £ 100 each. This simple action stops people from hoarding purchases, while the supermarket guarantees traffic and revenue.

Square

Best Buy, which has introduced “contactless” delivery in its own parking lot; free and with great customer service, through an employee who leaves your package directly in your trunk. Online shopping and contactless in-store pickup, all within the same day.  All of these tactics definitely add value to the consumer and create business for brands. This crisis stage will allow us to engineer executions to address the consumer in the short term but also to introspect and rethink 2021, to have a position on the role of your brand and what it will bring to consumers when life returns as close to the normal”

Recession Stage

After the crisis process, Ritson affirms that there will be a stage of recessionThis is where businesses will have two weapons:  Brands and advertisements. The most powerful brands (that is, with the highest Brand equity) will perform better at those critical moments; while ads, when kept constant and with a long-term vision of impact, will help maintain the SOV of the categories in which you compete. These two tactics give us a glimpse that the time of recession is also a time of opportunity for brands to grow, and there is a lot of documentation about it, here is an example in the recession of 1920:  “The time of recession is also a time of opportunity for brands to grow” And precisely in those most difficult times, where we need to make sure that brands have a holistic plan that reminds the fragmented consumer of their power; exposed to multiple messages on different channels. In this difficult context for companies, the message will be simple: Businesses that invest in the promotional P will ensure that their long-term post-recession growth remains stable (as long as the other P’s work, of course). 

In a nutshell

Difficult situation in this crisis to present at a meeting that your digital and communication tactic can be “The strategy will stay at home”; but we are definitely the filter to make sure we don’t fall for one more ad (one of those motivational ones) or fall with a message out of context – with the promise that, in a short time, the media communication of the brand will be essential to ensure growth. For now, all communications and digital marketers must help make the holistic consumer experience present – enabled by the right product, at the right price, in the right channel;  And then then; a message of value that connects with the consumer… For now, the promotion button can wait to be pressed.  “For now, all communications and digital marketers must help make the holistic consumer experience present – enabled by the right product, at the right price, in the right channel.”

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Crypto

How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in Exmo.com step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.

Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.

Configuration

Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.

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Crypto

How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.

If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.

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Crypto

How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in Skrill.com

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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