COVID-19 Has Affected Digital Marketing

COVID-19 has taken the world by storm and is a pandemic nobody saw coming or was prepared for. While the pandemic’s full impact is still to be determined, its effects on digital marketing has been profound as people increasingly go online to meet their day-to-day needs. Business owners across the globe are trying to find innovative ways to stay afloat amidst the pandemic that had a negative impact on numerous industries including hospitality, food, recreation, retail, and so on. This virus has altered the way we all live and work, and that includes the world of digital marketing. Below, we dive into some of the most notable digital marketing shifts of 2020 that have occurred as a result of COVID-19.

Facts About COVID-19

Before we get into how COVID-19 can shift your digital marketing strategy and continue building your brand, let’s get into some facts of this pandemic:

  • Small business revenue is down 20 percent since January.
  • New business formations fell off in the spring, but are on track to outpace recent years.
  •  The number of people not in the labor force who want a job spiked by 4.5 million in April and has remained elevated.
  • In April 2020 the U.S. personal savings rate reached its highest recorded level.
3 Tips for Rethinking Your Marketing Strategy
  1. Go Digital – With social distancing and being ordered on lock down, it’s inevitable that businesses would start utilizing doing everything online. Your customers will still shop online, maybe even more than they used to.  Even if you’re in the service business, you can still offer online consultations and communicate with your clients, and a website can be of great help in your efforts (especially if your website design is proper and was made to convert).
  2. Experiential Marketing – Experiential marketing can be effective for almost any brand or industry, and whether it’s through your website, webinar, or landing page, it’s about a complete focus upon enhancing the customer experience. For experiential marketing to be effective, the experiences should be highly personalized, controlled by the customer, and multifaceted. Below are a few ways that brands are attempting to provide personalized experiences for their customers:
    • Augmented and Virtual Reality: Already supported by most Apple and Android devices, companies can create ways for the customer to explore their product or space from the comfort of their own home.
    • Gamification: Put the customer in the driver’s seat and allow them the opportunity to interact with your product or community in a fun, engaging way.
    • Multisensory Experiences: By leveraging technology, the number of ways to engage in a product are limitless. Brands are using combinations of experiential marketing tools to interact with their audience on multiple levels and platforms.
  3. PPC- With many parts of the country, and the world, recovering from this pandemic, and beginning to regain some sense of normalcy, businesses are also regaining momentum. While PPC (pay-per-click) advertising won’t slowdown forever, CPC and online advertising competition remains lower before the crisis. If you haven’t already integrated PPC as part of your marketing strategy, you may be missing out on an incredibly affordable opportunity to gain brand exposure, traffic, and sales.

While the world was thrown into a COVID-19 whirlwind, there is no denying that digital marketing has played a critical role in helping businesses alter to the impacts of the crisis. The way we combat these changes is to adapt and overcome. Companies are learning that there is a lot of room to improve their digital marketing strategies amidst a pandemic. While COVID-19’s full impact is still unmeasurable, new and improved methods are being adapted daily and possibly for the long haul.

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