Retailers and brands are advised to utilize digital tools and platforms more effectively to strengthen customer relationships and boost sales amid the coronavirus disease 2019 (Covid-19) crisis.

“Your digital strategy comes into play once you have (a) clear understanding of your customer and channel and well-developed product and messaging,” said ByHand Consulting co-founder Karen Gibbs in a webinar.

Gibbs said the biggest part in terms of determining the digital tools to be utilized is knowing the customers, the consumer trends, and what are their expectations of an overseas company.

She said there is a need to define their brands, have an effective website, create an email strategy, and use social media appropriately.

Branding will create continuity between different digital tools, she said.

“Absolutely, 100 percent, you need to have an effective website. I’m hoping all of you do and if not, you really do it now. This is now one that we can’t wait for long,” she added.

Gibbs underscored the importance of employing search engine optimization (SEO) marketing for the website, which is the practice of optimizing a website’s content and functionality to provide the best possible solution or service to potential visitors searching for the business.

She also considered email marketing as the most effective tool in terms of return on investment, both in selling direct to customers and wholesale.

“It is easy, there are so many platforms to do it and it is an essential way to stay connected with your customers,” she added.

Gibbs said using social media properly is also imperative.

“A couple of ways to do that is look at your competitive landscape.

Who are your competitors, within the Philippines who are your competitors? Outside of the Philippines, do they have active social media accounts, are they investing a lot into it?,” she said, adding the need to select no more than two channels.