While no one can predict what a post-pandemic reality will look like, one thing is certain for marketers: digital channels, particularly social media marketing channels, have become more vital than ever.
As people continue to self-isolate and spend more time on the web, online channels have become increasingly important. COVID-19 has greatly pushed digital adoption in the past few months, even in industries that were traditionally rigid and cautious towards digital marketing.
In fact according to a “Digital Commerce 360 analysis of U.S. Commerce Department data”, changing consumer spending habits because of the pandemic contributed to the spike in ecommerce sales last year, as fear of contracting the virus and statewide lockdowns kept consumers out of physical stores. In 2020, consumers spent US$791.70 billion online with US retailers, up 32.4 percent from US$598.02 billion the previous year.
What are the digital marketing trends that marketers should consider in these sensitive times and post-COVID 19 as they attempt to interact effectively with consumers? The majority of companies are rethinking and re-evaluating their marketing budgets. It is now more crucial than ever for them to take advantage of new ways and technologies. A robust digital marketing strategy with high return on investment is the need of the hour for all organizations.
Also Read: Three Ways CMOs Can Incorporate Empathy to Enhance B2B Marketing
Here are the top three trends that will shape the post-pandemic digital marketing landscape.
Mobile optimization
Individuals who are isolated are increasingly resorting to online shopping, home delivery, and social media. Regardless of the economic slump, big corporations are expanding their workforce to keep up with demand.
The coronavirus is wreaking havoc on the e-commerce sector. This is the perfect time to invest in a new mobile-friendly website with user-friendly formats. Progressive web apps, for example, can give a brand’s website app features like speed, quick logins, and seamless page transitions.
Campaigns are being led by micro-influencers
Businesses have realized that celebrity endorsements are no longer effective. Consumers refer to the experiences of their peers. Furthermore, the bulk of marketers do not have the financial means to work with celebrity influencers. As a result, there is a shift to using micro-influencers or targeted groups of influencers to execute discreet marketing on social media.
For example, if an e-grocery player wants to capture an audience in a particular area in a city, recognizing and engaging with housewives/mothers or the housing society president of one of the largest housing societies will empower them to establish a better connection with the potential audience from the locality.
Taking advantage of the social media platform
Email marketing isn’t as effective as social media marketing, but there are plenty of options. The flavor of the season keeps changing, and businesses must constantly assess which platform is the best fit for which audience and at what time. On each of these social media sites, they should also experiment with tools and strategies. Staying current with campaigns is also critical in today’s landscape since it promptly captures the attention of the audience and creates a more natural customer engagement opportunity for the brand.
Although these are difficult times, businesses should be aware of the trends and leverage them to repair, recover, and thrive. Milestone ensures that clients are kept up to date on the newest search and digital trends while keeping the consumer journey in mind.
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