Although the COVID-19 pandemic has taught the world some new definitions like lockdown, new-normal, and physical distancing, there’s no denying that the global economy has led to a paradigm shift.
And by the current global scenarios, there’s no wonder that the economy will drastically get affected. With the tremendous economic swing, there’s supposed to be a massive behavioral change that’s going to have a radical impact on consumers’ minds.
While serious restrictions are getting imposed by the Governments, the prime motto of business stays unaltered. Thus, despite all hurdles and challenges, companies are adopting plausible solutions to keep their business going.
So, in a restricted world of lockdown and COVID-19 protocols, enterprises and organizations are left with a challenging scenario. And what has become more important is to redefine the current business strategies and improve customer interactions accordingly.
These changes are surely going to have a tremendous impact on digital marketing, given that most businesses have shifted online. On such a serious note, let’s present how digital marketing will be impacted due to the current economic shift. To learn more, read on.
1. Outlining The Changing Behavior of Consumers
Today, consumers’ changed behavioral aspects have affected their purchasing mentality and primary focus. As an entrepreneur, you may have noticed the shift already. The pandemic has let people think rationally.
Thus, a luxurious buy might not make sense as consumers focus on their necessities now. That said, their prime objective is to consider their safety, health, and of course, shelter. With that said, unexpected downfalls and spikes in product sales can be expected.
The current situation has forced entrepreneurs to rethink their business tactics and marketing approaches. This way, they can provide a stable environment to their employees. The eCommerce revenues, conversion rates, and advertisement show how the pandemic has affected a multitude of industries. Delivery companies and products based on subscriptions are currently playing their roles due to a lack of customer mobility.
With so many people losing their jobs and others working from home, the changing trends of digital marketing are now in favor of employees as well as consumers.
Today, businesses associated with medical supplies, safety protections, and assistance are considered most impactful. For the ad and digital marketing industries, this change is something enormous. Let’s see how digital marketing’s purpose has got redefined from the given narrative!
2. Overviewing The Redefined Purpose of Digital Marketing
COVID-19-affected markets will get intimidated by the ads indicating the as-usual-business-attitude. And today, people are more concerned about life-altering measures to stay protected and fight against the COVID-19 war.
So, the significance of contextual marketing stays unchanged. While products are only to serve customers’ requirements, digital marketing lets them know these products. For this reason, the digital marketing approaches have undergone a sea change.
An app becomes your safest bet to understand how to order food and necessary supplies when you’re stuck at home during the lockdown. Even if that’s a gaming application, it proves to be stress-alleviating, and it also kills boredom. So, this way, you can escape your loneliness through digital modes.
Another intriguing way to kill boredom is by sharing videos. Perhaps, you can create short videos for your social media handles! In fact, businesses can also use stock footage, songs, and photos. Entrepreneurs can put together videos and make a relevant video. Do you think stock footage isn’t enough?
You can make the right use of video animations and showcase the products accordingly. Given the importance of animations to help create a tale to tell, explaining the product to the audience becomes easier.
Did you know that texting has become one of the easiest ways of advertisements? Yes, simple texts can inform consumers about your product details. For this reason, motion graphics or kinetic typography can be a fantastic process of engaging your customers through texts.
3. An Improved SEO Strategy
As consumers are now confined with the boundaries of their four walls, traditional advertising has been taking a significant hit. Due to this, companies and organizations have started looking for more efficient digital marketing strategies as well as spending.
Thus, it is imperative to improve the SEO via written content. This way, you will be able to target the audience. You may also activate the media pages and rethink the promotional channels in accordance with where the attention of audiences has shifted.
You may also update the website and fit the most recent business context. By doing so, you will be able to ensure that the social media channels send the same cohesive texts or messages.
Due to the behavioral shift, audiences may respond to sales negatively. Thus, when you launch ad campaigns unrelated to requirements (like medical or delivery services), you need to ensure that you proceed with a sensitive approach.
If you had planned a more aggressive approach to an ad campaign, try not to rethink it into a more toned-down version. There is no use to overcrowd an already burdened online environment if the product or service is not of important use.
One more that you need to expect from the ad spend is to increase it. The only thing you need to be determined about is shifting your focus concerning the current scenario and coping with it accordingly.
You need to be understanding and cooperative with your team and employees if you’re an entrepreneur. Also, try putting the business objectives in context with the current scenario. And don’t forget to stay relevant to the recent market developments.
But if you’re an advertiser or a marketing manager, you must maintain a degree of decency and be sensitive to the burdens of the audience. Do not communicate irresponsibly. Always inform the clientele of both impacts and context according to the campaign costs and results.
So, this brings the closure of this post that has illustrated the drastic impact of the current pandemic on digital marketing.