The Future of Digital Marketing in the Post COVID-19 Era
Is the digital marketing industry at an advantage or disadvantage with the current global pandemic?
Digital marketing has, since it began, evolved at a stunning pace. This has meant that part of being a digital marketer means constantly evolving to change.
We roll with the punches of changing algorithms on search platforms, new rules, and best practices. Now we must learn to evolve to the challenges in the post-COVID-19 future of digital marketing.
A New Way of Thinking Is the Future of Digital Marketing
Marketing has always been about understanding the customer. For B2B services this also means understanding business needs. When the world begins to recover and return to some sort of normalcy, there will almost certainly be things that evolve.
Learning about this new buyer behavior is the first step in adjusting marketing strategies for the post-COVID-19 era.
The internet has been the logical solution to social distancing, for both businesses and consumers.
While people have been social distancing and avoiding public places, they have turned to online shopping. While businesses have had to close their doors, conducting business online has become a life raft.
Businesses have to be more innovative than ever to survive social distancing restrictions. There will no doubt be new procedures that surprise everyone by being better than the old ones.
For example, restaurants that can’t open their doors to customers are focusing on online ordering and delivery instead. They are compensating by creating new products to order online, like platters for special celebrations.
There may never have been a reason to shift so much business activity online, but now that we have, some of it will prove lucrative and stick.
New User Intent
People are also turning to digital channels to communicate with others and stay up to date with news. Facebook has announced that voice, video calls and messaging has more than doubled across all of its apps in the worst affected areas of the world.
So there is a massive increase in people using digital channels, but user intent has shifted. Social media was largely used for entertainment but is becoming a vehicle for more crucial communications. Marketers will need to shift their focus to match the new reasons why people are using digital channels.
If Digital Wasn’t in the Marketing Plan Before, It Is Now
Part of the bain of a digital marketer’s work is convincing shy clients to embrace the many benefits of the online world. Some business owners who have come out of the traditional marketing world view social media and SEO as a superfluous optional extra.
This has likely ended in a necessary and jarring shove into digital marketing channels for businesses that have had no interest in them. This can only mean a boom in demand for skilled marketers as well as an increased opportunity to gain and nurture new clients.
During the Covid-19 pandemic, businesses are turning to digital solutions to survive. But there are also new businesses emerging as a result of the disrupted global workforce.
Millions of people around the world have become unemployed since the onset of the Coronavirus. The existing workforce are relying on internet tools to continue to operate.
This means that the average person needs to develop digital skills that were unnecessary until now. There’s never been a better time for online courses covering anything to do with working online.
The Gap Left by Traditional Marketing
Nothing highlights the benefit of digital marketing more than needing to redo your advertising at the last minute. One of the biggest lessons for marketers during the Covid-19 pandemic has been that this kind of flexibility is essential.
In a time when customers need serious questions answered it is vital to respond appropriately. Advertising content needs to adapt quickly. This is something that poses an issue in traditional marketing channels.
Remaking TV advertisements, banner content, and print advertising is time-consuming and expensive. It is also one of the main advantages of digital marketing. Edits can be made quickly and inexpensively without the need for any redistribution.
If this wasn’t obviously important for businesses before Covid-19, it will be now.
Now Is the Time to Level up Your Vision Statement
One thing we know is that the Coronavirus is on everyone’s mind. It is shaping our day to day lives on a personal and professional level. It can’t be ignored and should be acknowledged in your brand’s messaging.
Now is the time to focus on the greater humanitarian goal in your vision statement and share that in your brand’s messaging. Do this genuinely.
This is a time when the whole world is trying to band together for the greater good of humanity. It’s an opportunity to connect with your audience on a deeper level.
Be careful not to use a crisis situation as a marketing ploy as people are sensitive to this. Just be genuine and focus on how your brand can be a positive force during a dark time.
It’s also important to recognize this situation as something that will pass and something that people desperately want to end. As things do return to normal make sure your messaging returns with it. People want normality and it will be equally important not to keep bringing up Covid-19 as it is to carefully acknowledge it now.
Looking for Help With Your Digital Marketing Strategy?
The future of digital marketing will involve adapting to the way Covid-19 is shaping everything about modern life. As marketing focuses more on consumer intent, Covid-19 has accelerated this change.
Now is a great time to take advantage of our free 30-minute web consultation with one of our professionals in digital marketing. Get advice on how to adapt your business to a changing marketing climate as well as any other advice you need.