Digital marketing in a post-COVID world

April 23, 2021 | significant

Digital marketing in a post-COVID world

Digital marketing in a post-COVID world

While the global coronavirus pandemic is not in our rear-view mirror just yet, the widespread lockdowns and industry closures of 2020 are beginning to ease. Four vaccines from Pfizer, AstraZeneca, Moderna and Johnson & Johnson have been rolled out in a bit to slow the infection rate, and the world has developed measures to manage and mitigate COVID-19.

One of the critical changes we have seen from COVID has been the cancellation of physical events and a reluctance to return to these events even during “safe” periods; the world has become used to communicating online. While this sounds like an ideal outcome, it also means a much more crowded landscape and a need to develop the best strategies to cut through the noise. Here are some of the significant changes COVID has made that impact marketing now and into the future.

The rise of digital marketing in 2021

Event marketing used to be enormous when it came to networking, building your brand and providing information to prospective clients and customers. COVID put the brakes on those events, hard. Seminars have become webinars, and even the most prominent industry events are now being hosted on digital platforms.

This has caused a rapid acceleration of digital marketing services to connect with customers who are spending a lot more time online – 70 per cent more time on the internet and 12 per cent more time on streaming services. It means digital marketing has been put first and foremost for all marketing activities.

The crowded online space

More people on the internet and fewer physical events should have created a utopia. Instead, it has created more content than ever and has raised the bar for agencies to cut through the noise. New platforms like TikTok have exploded, allowing anyone with a mobile device to become a viral content creator. Platforms like Zoom and Microsoft Teams mean businesses are using the internet to create content and shape their workforce activities every day.

All of a sudden, digital marketers are competing with other agencies and brands – and every user on the internet. It has highlighted the need now, more than ever, to create content that is fresh, relevant, clear, has substance and provides value to your audience.

The need to understand your audience is greater

Because there are more people online, more people are using the internet for e-commerce. Over 2.14 billion people are expected to shop online, and a healthy portion of those are new to e-commerce. That means the audience you were tailoring your content to before COVID-19 might not be the exact audience you have now.

Data needs to be leveraged to discover the demographics and behaviours of people visiting your website and social media channels to provide digital content needs. It means your audience is likely to be expanded; local businesses can now tap into global customer bases.

There is plenty of opportunity in the post-COVID world for digital marketing operations, but plenty of work needs to be put in to ensure it is successful. Luckily, we’re here to help – get in touch with the Significant team now to kickstart the process.
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