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The Coronavirus Changed the way we Market Digitally. Learn How!

The pandemic compelled us to stay put inside our homes; with entertainment avenues closed and no restaurants for fine wine and dine, people swiped right to the digital finesse. What might have been expected in the next five years, coronavirus escalated the advancements in the digital marketing sector in just a year, if not a few months. And all for good reasons- When social distancing is a norm, and human touch is contagious, we all shifted to the digital platforms for work, play, and connect. For businesses, it meant evolving to a whole new trend, a whole new set of conscious customers, a whole new strategy, and a whole new way of life. So, what do have we seen throughout the years?

The catastrophic events of the pandemic have resulted in several changes in the fields of advertising, marketing, promotional, and media spending, pushing leading brands and small businesses to rethink current and prospective advertising and marketing initiatives in order to retain a consistent stream of revenue. While companies are attempting to set the proper tone during such a global health crisis, the future foreshadows market change, more competition, and a requirement for innovative and proactive marketing strategies. Let’s get into some details and explain the nitty-gritty of how the brands became more digital, what’s working for them and what to avoid, what to look out for in the future and how best to link with your audience-

Adapt to the New Reality

Most business executives have already led their organizations to digitize at least some aspects of their operations to protect staff and service consumers who are experiencing mobility constraints due to the COVID-19 situation. Currently, we are experiencing what will undoubtedly be viewed as a historic implementation of remote work and digital accessibility to services across every industry.

Indeed, new research shows that we have advanced five years in consumer and enterprise digitalization in just a short span of time. Banks have moved to virtual sales and service staff and increased their digital appeal to customers to offer flexible payment plans for various services like loans and mortgages. The core business of grocery outlets has switched to online purchase and delivery. Many schools have switched to entirely online teaching and digital campuses. Doctors have begun to provide telemedicine services, thanks to more lenient regulations. Manufacturers are working on "lights out" strategies for their plants and supply lines. Professional SEO companies in India assist the various domains in every way possible. And it goes on and on and on.

To begin with, customer habits and preferred engagements have shifted dramatically. Although there is no end to it, the rise in the adoption of digital services is definitely here to stay. When things get back to "normal," 75% of individuals using online technologies for the first time say they will maintain consistent efforts. To thrive in this new reality, businesses must guarantee that their digital channels are on pace with or more robust than those of their competitors. It’s safe to assume that the digital laggards will be significantly disadvantaged throughout the turnaround period.

Changing Consumers

The COVID-19 scourge has severely altered our perception of the world. Folks are consuming differently, living differently, and feeling differently in many ways. The supply chain has been pushed to the limits. Retailers are shutting their doors. Consumers all over the world are taking a fresh perspective on products and brands. In a matter of weeks, the virus altered the consumer products industry in real-time, quickly driving long-term underlying tendencies. It can also be safe to say that these new habits created will last long after the crisis has passed, irreversibly altering what we cherish, how and where we spend, and how we function or live.

Some people are apprehensive and scared, prompting them to buy essentials and hygiene goods in a rush. On the other hand, some customers are unconcerned about the outbreak and are going about their business, as usual, ignoring the advice of government and healthcare professionals. Brands and retailers will need to know how their customers feel to create tailored and individualized marketing strategies because a one-size-fits-all marketing strategy is nothing but a myth.

Humanize Your Brand

COVID-19 has wreaked havoc on markets and people's lives on a scale that few have seen before. As the number of cases rose worldwide, executives were taken aback, unprepared for the dramatic swings that would put even the most experienced professionals to the test. The pandemic's devastation was quick, unprecedented, and underappreciated. But brands that accept innovation and responsiveness to humanize the experience for consumers trumped their competitors.

Brands survive on trust and credibility, and during these challenging times, it’s of utmost importance to run a genuine business with authentic services, something that adds value. Some brands might cut back on spending because they might be afraid of the loss, but not you. Remember that there lies opportunity even in times of crisis. In a crisis, there are opportunities. This pandemic is perhaps one of the most horrible times in history, but it may also be one of the most gratifying moments if you know how to respond correctly. Individuals need to understand that you care and appreciate their support during these trying situations. Both internally and publicly, there is a greater need for humanization in your company than ever before.

Enterprises who don't spend the trouble to figure out what's altering and why with the changing times and trends will miss out on the chance to stay relevant and grow in this modern paradigm. So, the most effective way ahead is to put the customer at the centre of your strategy and decision-making.

Mobile-First Approach

The phrase "mobile-first" does not necessarily imply "mobile-only." It suggests that the concentration of the product has switched to mobile as the primary customer outlet, with other channels taking a back seat. A brand's digital footprint is developed for mobile devices first and then desktop devices under a mobile-first approach. Mobile-first initiatives have plenty of advantages, such as:

  • For consumers, their mobile devices are a personal affair, and this, in turn, makes their usage patterns more personal. More tailored experiences are possible thanks to this understanding and usage of individual-based data. Customer loyalty rises as a result of a more personalized, one-on-one experience.
  • To suit a smaller screen and a shorter customer attention span, brand information must be streamlined.
  • Thanks to responsive website development processes, consumers on every platform may enjoy a wonderful experience with your services.

This is significant because the majority of consumers throughout the world have already switched to mobile devices. By 2025, 72.6% of users will use their smartphones to surf the internet. This statistic was released in 2019, and we can only speculate how COVID's forced augmentation of consumer digitalization has accelerated the projection.

Social Media Takes the Win

Even while the primary motivation for using social media is to promote individuality, with everyone experiencing isolation and loneliness, people are also looking for ways to interact online. Social media usage has reached an all-time high now that everyone is at home. As a result, businesses have a unique opportunity to broaden their reach and identify themselves as experts.

When the world was encouraged to stay at home, brands with an established social media presence enjoyed the benefits. They focused on content, disseminated pertinent messages that connected with a worried audience, and drove engagement by leveraging their loyal following. 

Now is the moment to ramp up your social media presence to assist and educate cooped-up customers. One of the most effective strategies to improve customer relationships was to create helpful material that showed people how to get around at home until they could enjoy the products or services again.

 Now is the moment to ramp up your social media presence in order to assist and educate customers who are cooped up. One of the most effective strategies to improve customer relationships is to create helpful material that shows clients how to get around at home until they can enjoy your products or services again. Home recipe content from a cafe or restaurant, a home training program from a gym, and natural remedies from a beauty professional are all examples of what we mean by helpful and valuable content. Just remember that it must be relevant and applicable to your company.

Customers would appreciate that you gave them an enjoyable and beneficial experience when they were confined at home. In fact, according to a particular report, it has been noted that more than one-third of the consumers were moved by new brands coming up with compassionate, empathetic, and innovative ways to respond to the crisis. Joining hands with a social media marketing agency can help strengthen the current relationships and even foster new ones.

The Bottom line

As the digital marketing landscape evolves, organizations see the need to adapt their business strategy. Brands have acknowledged they must be performance-driven and have elevated their expectations regarding ROI from digital tactics, from becoming more apparent on social media to employing digital techniques for operating a company.

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