The effect on the global economy has been widely felt, as COVID-19 has spent much of this year on a worldwide tour. Although many companies have already made commendable comebacks from the debilitating effects of the first few months of the global public health crisis, changes to how we market brands, engage with our clients, and conduct business have been longer lasting, potentially irreversible. Below, we look through some of the most important 2020 online marketing improvements that have taken place as a result of COVID-19, and whether we should expect these patterns to stick around.
What is Online Marketing?
Online marketing is the practise of using web-based platforms to spread a message to their future consumers about a company’s brand, goods, or services. Email, social media, display ads, search engine optimization, Google AdWords and more are the tools and strategies used for online marketing. In order to convey a message to current and future clients, online marketing uses a range of print, online and electronic means. The message could be produced and circulated in any number of ways as an image, a piece of text, or a video. It may be as easy as a social media feed or as complex as a large and systematic strategy that involves several modes, including social media, email newsletters, blogs, and other platforms. The type of online marketing that would be right for your company depends, among other things, on the nature of your business, your target market’s preferences and demographics, and your budget.
COVID-19 Boosted the Importance of Online Marketing
In order to thrive throughout the coronavirus pandemic, marketing needs to be modified, much like other business practises. When entire countries go into lockdown, online marketing is likely to be the only way in which you can reach consumers realistically, and this type of marketing also has a profit because more people are trapped at home, and therefore more often on the internet. To prevent coming into contact with or transmitting the virus, individuals around the world are sheltering in place. Most people have turned to surfing the web to amuse themselves, as you would imagine, and the statistics on web usage reflect this new fact. Mobile data use has spiked since the latest coronavirus began spreading, and so has traffic to common websites.
The best tools for anything have been social media networks. Over the last few months, almost all social media sites have registered a major rise in user engagement. The ability to provide digital users with meaningful interaction during the crisis was quickly recognised by some companies. The conduct of customers, use of the market and the platform has dramatically increased. Even when markets were closed, stocks were out of stock or sold at 30% to 50% higher costs, consumers and their families remained at home, some of whom have lost their jobs and had small sources of income. This behavioural transition has also modified business scenarios. We have a niche to serve that is entirely different. As customers continue to be worried about the protocols of pandemic and social distancing, they are gradually disliking standing in checkout lines more and more. Today, more than ever, having a checkout experience that is as fast and contactless as possible is important for everyone. Amazon was already on the way to supplying its cashless stores with this experience, and even Starbucks has rolled out a pickup-only store. In order to provide less pressure, Walmart is now experimenting with new ways to simplify checkout procedures. Online marketing made it possible to purchase non-essential products and services online, also which makes this a busy time for eCommerce businesses.
Millions of online consumers are putting a huge burden on e-commerce and online retailers today by shifting their actions at the same time to opt for more time saving and convenience. The future of e-commerce will be determined by how they want to respond. Some want to minimise the friction that stands in the way of having the most loyal of occasional customers. And they begin by securing online identities and shielding accounts from control of the takeover. In order to fully transform the retail environment and trade overall for years to come, behavioural adjustments are already in motion.
Marketers must strive to redefine the digital consumer experience in a way that celebrates empathy and creativity as we slide deeper into the COVID-19 global pandemic. This moment has taught us that investing in a customer oriented approach to online marketing is more critical than ever before. We have to become the people we’re trying to attract, as marketers. That means being considerate, ingenious, experimental, and most of all, human. In the post-COVID-19 era, brands that take the time to consider this ‘new standard’ and adopt an agile and authentic voice will inevitably gain a position of importance. Best practises are almost never set in stone, and this year things have changed in several respects, almost week after week. In times like these, COVID-19 showed how critical your online presence can be, and by that, I mean making sure you have coverage everywhere.
It enables you to engage with your audience when other factors can prevent you from engaging in person with them. They’re like a lifeline. Brands have discovered that just as much as a physical storefront, they should care for their virtual space. We’ve seen some pretty cool adaptations happen.