COVID-19 pandemic has changed the landscape of businesses across the globe. The latest Digital Marketing trends are signaling the same. Staring down the barrel of what is certain to be a severe economic recession, marketers are forced to rethink and completely rework on their marketing strategies.
The current situations have also been altering consumers’ habits and behaviors in a great way. In these difficult circumstances, digital marketers must adapt to the dynamics of the market and evolve in order to survive in the post-COVID-19 world.
While certain industries like Travel, Hospitality, and Retail are the worst-hit by the COVID-19 pandemic and it will take a fair amount of time for these industries to get back on track, there are many other industries that have a tremendous need and opportunity to invest in Digital Marketing technology.
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In this crisis time, we’ve already seen the rise of trending marketing technology. Apps and platforms like WhatsApp, Instagram, Snapchat, Facebook Messenger chatbots, and other messaging apps that were once solely used for connection and entertainment are now being utilized by digital marketers and businesses to reach consumers.
But what will the digital marketing trends look like as lockdowns across the world start to ease and the scale of the economic challenge becomes clear? Will the world go back to normal? What will be the new normal for digital marketing? How has COVID-19 affected consumer behavior? And how will that affect digital marketing trends in the post-COVID-19 era?
Here, we’ll see the top 5 digital marketing trends that are beginning to show up as the economy opens up across the globe and we rise from an unusual global economic lockdown.
The Shift to Digital Platforms – Game Changer
COVID-19 pandemic has made it more prominent for offline brands to have an online presence. With restricted environments, self-isolation period, and social distancing norms in place, people are spending a lot more time on the internet for entertainment, leisure activities, work, etc.
Since many outdoor activities that previously accounted for significant portions of an individual’s day have been restricted, it is causing major shifts in time spent on other matters. Thus, in such unusual times, advertising through traditional channels like billboards or physical ads doesn’t make a lot of sense.
When thinking about how best to respond to COVID-19, marketers need to analyze where and how their customers are spending most of the time. A solid understanding of these shifts will allow marketers to engage with their customers responsibly on the right platforms and create targeted long-term impacts.
For instance, consumers are now more active on Social Networks, spending more time on Digital (Mobile & Desktop), Television, OTT platforms, Teleconferencing, etc. Marketers can make the most of this over-reliance on consumers by advertising the products and services of their clients on these digital platforms.
Direct Consumer Marketing Becomes an Imperative
COVID-19 pandemic has been nothing less than a nightmare for brick-and-mortar businesses that rely on foot traffic to survive. It has shut down retail sales almost entirely and even when things will get back to normal the retail industry will not be the same as before.
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That’s because consumers’ shopping habits are changing due to the social distancing norms. Shopping from physical stores is already seeing a decline and is mostly limited to essentials. Whether enforced or driven by consumer fear, this behavior is most likely to continue in the post-COVID-19 world as well.
To cope with the upcoming changes, many big brands are already making efforts to create alternate shopping channels and platforms. These alternate channels will stay for longer and will help brands stabilize their business.
Building a direct 1:1 relationship with customers will be imperative for businesses to drive customers to purchase via their websites and apps. By implementing this digital marketing trends brands will need to make a quick shift to direct-to-consumer marketing.
Restaurants, grocery stores, retail, and quick-serve restaurants are facing a bit of an existential crisis as dining out will be a risky affair for a long time. Thus, brands will have to shift their focus on personalized digital marketing from their marketing efforts on brand awareness.
Catering to the convenience aspect of consumers followed by a professional and responsible approach will help the brands significantly post COVID-19.
Resilience and Agility Will Bear Fruit
The post-COVID-19 era will test the true resilience of brands and their ability to scale. Those who will be able to convert this crisis into an opportunity, adapt quickly, and align strategies creatively, will pierce through and witness monumental growth.
Depending on consumer behavior, brands will need to make changes in their marketing and advertising strategies. Agile marketing will be the new digital marketing trends post-COVID-19.
The post-COVID-19 world will certainly bring new challenges in front of the digital marketers and they need to embrace an agile culture of innovation and creativity to succeed. Marketers will have to figure out what technologies are fruitful for them, which ones are cost-effective, and which ones can help them transform their businesses that have been altered by this COVID-19 crisis.
The result-driven marketing technologies will be considered essential while the rest may end up in the garbage heap of tech-driven promises that never delivered true Marketing ROI.
Valuing Consumers and Building Relationships
In a time of crisis like a pandemic, trust is a crucial factor that holds the relationship between brands and consumers. Digital marketing trends keep changing but the only constant thing that makes a brand stand out is how it treats its customers.
The importance of people will be paramount like it always has been. Those who will value their consumers and work on building a genuine relationship with them will go a long way.
Similarly, there will be a lot of iterations in the relationships between brands and digital marketers. Marketing teams will need to carefully foster this relationship while assuring that they help the brands grow responsibly.
Those who understand digital platforms really well and can put together a holistic strategy that is suitable for brands, as well as consumers, will be the true winners.
Evaluate and Test Your Messaging
Businesses need to monitor messaging that is receiving positive traction within their website, organic media, and paid media. The ones that deliver positive results, shift your messaging to those channels. Also, businesses should refrain from promoting in-demand products via Search or Shopping campaigns if items are out of stock.
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Brands can test different types of messaging to explore opportunities to build a trusted image of the brand. They can use this time to delve into A/ B testing and conversion optimization strategies to accelerate business growth post-COVID-19.
Although lockdown is being lifted in various countries across the world, COVID-19 pandemic is far from over and every other day its new effects are unfolding, posing new challenges in front of businesses and people, in general. While the clouds of uncertainty hover around the marketing world, digital marketers need to be ready and keep a close eye on digital marketing trends that are floating in the business landscape.
Staying on top of the latest digital marketing trends, watching the data for insight, and understand new consumer behaviors will play a key role in successful marketing strategies post-COVID-19.
Reference : AVX Digital