Marketers are mostly digitally dependent when it comes to creating brand awareness. It is an affordable and efficient way to reach potential customers. The coronavirus pandemic has given a huge boost to the digital realm and ensured a digital-first approach for businesses across sectors. Many businesses adopted aggressive strategies in the latter stages of isolation to survive the crisis. This shift persists across major countries and categories, as consumers across the world keep low out-of-home engagement. They are less likely to get back to their old in-store buying habits anytime soon. So, your marketing team needs to strive to strike the right tone amid a health emergency.
There were 257 million new internet users in the 12 months leading up to July 2021. This figure highlights the lasting changes that COVID-19 is expected to bring to the marketing industry. So, here’s a look at some of these changes that you can use to guide your future approach.
1. Customer Retention
Holding onto existing consumers has become vital amid the pandemic. This will continue in the long haul too, since acquiring new ones is tough and expensive given the current state of the economy. Your repeat buyers ensure greater return on investment and less costly marketing efforts. So, consider a loyalty program and positive service experiences, while personalizing content to boost profits.
2. Video Marketing
Intense isolation led to a significant rise in the phenomenon of “cabin fever.” People felt they were going “stir crazy” due to limited movement out of the home. This led to a substantial rise in video consumption, a trend that is likely to continue to grow in the future. There were 16 million new global Netflix subscribers since the onset of the pandemic. So, video advertising is likely to be among the most effective marketing channels.
3. SEO Search Traffic
The importance of SEO has grown more than ever before, as physical stores closed their doors. The top brands are now working towards a high-quality online presence. This helps address the needs of consumers who are no longer comfortable visiting stores and are doing their shopping online instead. Marketers must strive to stay on top of relevant search trends for an excellent content strategy.
4. Social Media Marketing
The daily time spent on apps on Android devices increased 20% year-over-year in Q1 2020. Social media apps, in particular, reported increased usage. Global social media user numbers reached 4.48 billion in July 2021. These users are becoming intimately familiar with most platforms and might start regularly shopping on them. So, marketers should consider including these apps in their campaigns.
5. Virtual Events
These are extremely useful for frozen budgets. Studies have found that 49% of businesses are already organizing 20-30 virtual events per year. Webinars via Zoom are cultivating new capabilities to offer valuable services to customers. They are expected to be held more frequently in the near future and posted on streaming platforms to make them evergreen.
These trends are likely to become the cornerstones of future marketing. Build your strategies around them to drive web traffic and sales conversions.