As we push past several months of being within our homes, it is evident that a lot has changed in the worldview. People are embracing the new normal and trying to adapt to the unstable nature of the pandemic. There is no denying that the past year has been challenging for everyone – not only businesses had to adjust according to the current situation, but the consumers and philosophies that operate the business world have forever changed.
Since the emphasis has always been on bringing brands in line with customers’ tastes and desires, we need to evaluate these benchmarks to grasp the trends, effects and impacts of the COVID-19 pandemic on the digital marketing world. Let us analyze the trends and impacts of the pandemic on the digital world for the year ahead –
An evolving consumer persona is causing the shift in marketing trends
Consumers have changed their consumption and expenditures behaviour from in-person to virtual during the COVID-19 pandemic. These shifts in customer behaviour have transformed how companies reach them – we expect a similar improvement in this year’s digital marketing patterns.
1. Acceptance of influencer marketing
Social media marketing in the COVID 19 era no longer remains unheard. Its dramatic rise signifies that consumers are increasing access to all major platforms during lockdown or quarantine.
According to Charles Taylor, influencer engagement has increased during COVID, and higher social media usage bodes well for future influencer marketing. Influencer marketing continues to grow and percolate brand messages throughout societies. It remains one of the most critical developments in digital marketing.
Companies should leverage highly visual tools such as Facebook and Instagram to get more and more people ready to purchase from the comfort of their home.
2. Hyper targeting with Personalization retains consumers
The upsurge in demand for home-delivered products and services is causing an unforeseen influx of Pay-Per-Click (PPC) ads from businesses that wish to cash in on the tremendous shift.
Almost half of the internet users have already said that they would completely ignore a company if it seems that they do not target relevant advertisements. In contrast, 36% of people are more likely to purchase from a company that delivers personalised, meaningful marketing messages.
In the middle of 2021, targeting the most valuable audiences through precision campaigns and tailored messages as far as possible is more critical than ever.
3. Consumers are becoming more concerned about expenditure
Personal consumption expenditure (PCE), according to Deloitte, decreased by 10.1 per cent during Q2 in 2020. 40% of customers also claim they have reduced discretionary category expenditure.
What holds them back? As the economy continues to improve and unemployment is growing, people are concerned about losses and potential profits, which lead them to invest more. Digital marketing efforts are focused on providing more value for consumers in response to changing preferences and spending behaviors.
Furthermore, online customer service is more than ever before at the forefront. Brands are progressing in consumers’ whole experience to attract potential clients and keep current customers.
Aligning your marketing strategies will make a positive impact on your business
At the end of 2020, Forbes gathered forecasts of the expected growth of the global ad industry in 2021 from three leading ad firms, Magna, Zenith and Group M. The consensus seems to be that digital advertising will emerge stronger than conventional advertising.
While the most significant challenge lies in exchanging words and ideas with people worldwide, you can engage with your clients in fun ways. Businesses can interact with the audience by carrying out social media campaigns, by joining the hashtag race and the current trend of webinars. This method of interaction not only changes the state of the business but also appeals in unforeseen ways to the audience.
Here’s how you can re-evaluate your marketing strategies in the light of the COVID-19 pandemic.
Aligning according to the latest circumstances
The current value propositions and offerings should comply with the interests and desires of potential customers. Only if you deliver value and fix consumers’ pain points will your product or service be essential for them.
Segmenting the audience
Brands need to meet their target audience’s different segments to provide advertising, products and services based on those specific customer segments. Segmentation makes it easier to personalise, allowing companies to offer their clients the most acceptable deal. More specifically, it enables companies to see each client as individuals and meet their needs.
Brands and their actions must strive for growth even in the midst of a crisis. By gathering and reviewing data, marketers can discover new ways to interact with customers digitally and determine additional goods and services they might love. Don’t forget to consider inbound marketing as a crucial element of your marketing strategy.
Leveraging integrated communications
Marketing ideologies now focus on promoting conversational marketing, meaning users can learn faster through a single point of contact. Consider how you can utilize FAQs, chatbots, live chat options on your website and more to promote your business.
Digital marketers know that buyers often adjust their preferences based on what is going on around them in the world. The digital marketer is responsible for matching customer behaviors and ongoing trends. But a year into COVID, companies are taking a step back to analyze and evaluate their marketing strategies. Therefore, everything from corporate objectives to marketing campaigns must adapt rapidly to the change.
As brands are equipping themselves for a long haul, incorporating real-time data dashboards and reformulating marketing strategy are expected changes in every sector. This alignment allows companies to move more quickly and flexibly.
Are you ready to pace up your digital growth in the post-COVID era? Schedule a call with our team, and we will get back to you with custom-curated digital marketing strategies.