These days, most spheres of business have experienced some interruptions due to the appearance of the coronavirus. Indeed, this global pandemic has shifted plenty of goalposts and changed plenty of plans — and the digital marketing sector is no different. In most cases, businesses are cutting down on non-essential costs, which can mean bad things for marketing budgets. However, like most crises, this situation also bears some opportunities. With all of that in mind, we’ll explore the coronavirus impact on digital marketing!
So, what kind of impact has the coronavirus had on digital marketing, and marketing in general? Firstly, it should be noted that the scheduling for most campaigns has been changed since March. In fact, some estimates show that less than 15% of marketing campaigns in the UK and the US kept their original plans in motion.
This is due to another simple yet sobering fact — a huge majority of businesses have decided to review their marketing budgets; more than 90%, actually. That’s not solely because companies are looking to save money, it’s also due to the fact that priorities are changing. For instance, the period of global quarantine brought rising rates of email opens and fewer website visits.
Also, it’s noteworthy that retail sales have significantly fallen in the past six months — leaving retail sellers to contend for a vastly smaller market share.
On top of all of this, we should examine how the coronavirus has impacted the type of content businesses are putting out as a part of their digital marketing campaigns. Social consciousness is a more important part of brand image campaigns than ever before, and B2B digital marketing companies like moversdev.com are more aware of this than ever.
Content strategies are adjusting to this new reality. For instance, most brands are promoting social distancing as a part of their advertising. This has no immediate impact on sales, but it’s an excellent way to perform long-term brand-building. Once the pandemic is truly over, people will remember which brands exhibited enough human empathy in the intervening period.
In general, B2B marketing is more reliant on face-to-face meetings and exhibitions than on digital marketing. However, for obvious reasons, such methods are not practical these days. The possibility of infection has given B2B an unprecedented digital marketing focus.
Teleconferencing software manufacturers have been scrambling to improve their previously niche solutions that may burst into the mainstream now. And we’re not just talking about Zoom-esque video conferencing software. B2B event organizers are looking for ways to emulate the trade show experience online, with aspects like private chat rooms for networking.
A couple of months ago, something unprecedented happened in Europe — the continent-wide Internet infrastructure experienced significant problems due to user overloads. And the reason for that is simple — more people are simultaneously online than ever before. The people who would usually go outside are staying home, and those who work in their offices are working from home and communicating with coworkers online instead of using closed-off networks.
So, what does this mean for digital marketing? Well, for one, this is an excellent period for intensified PPC campaigns. There’s a bigger chance that your target audience will view an advertisement than ever before. Remember — retail store visits are at a historical low, which means that people will be going online if they want to buy and order any sort of product.
While PPC is always great as a short-term effort to boost sales temporarily, there’s one problem — on average, people are not buying things as much as they usually would. Sure, there are items that are selling faster than ever — but these are very specific things, like hygienic products, food stocks, and prepper equipment like water purifiers.
However, when it comes to the average consumer product, sales are bound to be lower. So, you shouldn’t focus too much on boosting sales momentarily; a hard sell tactic in the period of the pandemic is simply not a good tactic and won’t bring a lot of good will.
Instead, you should look to boost your positive public image, and that’s something you’ll have to perform via smart social media management and quality search engine optimization for your content. Then, once the world comes back from this crisis, consumers will be more likely to view you as their first choice.
But what does this mean in practice? Certainly, you could post some generic coronavirus tips, but that’s not really enough to set you apart from the competition. Instead, use your social media as platforms for funneling user interaction through meaningful discussions. Encourage your employees to post personal stories about their experiences during the pandemic, and offer niche tips and potential assistance to your target audience.
Your digital marketing strategy for the next year will have to take social media into account more than you possibly realize; current stats show that social media activities have increased by more than 20% in the first half of 2020.
While the coronavirus impact on digital marketing trends has changed quite a few things, there are some long-term trends that have not been changed by this — but rather accelerated. For example, Google has been trying to bring better-structured content to its global user base and improve the user experience for a while now. And the focus on original and useful content is greater than ever, with people looking for trustworthy health advice and coronavirus information. Becoming an authoritative source is both easier than ever, and more important than in the period before the pandemic.
My name is Mukesh Jakhar and I am a Web Application Developer and Software Developer, currently living in Jaipur, India. I have a Master of Computer Application in Computer Science from JNU Jaipur University. I loves to write on technology and programming topics. Apart from this, I love to travel and enjoy the beauty of nature.