While it is tough for anyone to predict what a post-coronavirus reality would look like, one thing is certain for marketers that digital channels have become more important than ever, especially the social media marketing channels. Online channels now play a crucial role, as people continue to self-isolate and spend relatively more time online. For example, in Italy, once the government introduced a nationwide lockdown in mid-March, online traffic spiked by 30%.
Today, we are seeing similar trends occurring all around the world. COVID-19 has pushed digital adoption by 5 times in the past three months, even in industries that were previously rigid and shy towards digital marketing. In these sensitive times and post-COVID 19, what are the trends that marketers should consider in digital marketing as they strive to communicate appropriately with consumers? Almost 90% of businesses are reconsidering and reviewing their marketing budgets. It is presently more important for them to capitalize on new methods and tools. A good digital marketing strategy with high ROI is the need of the hour for all businesses.
Here we have listed top trends that can drive digital marketing post-COVID-19 pandemic,
Mobile optimization
While isolated, more and more individuals are turning to online shopping, home delivery, video games, and social media. Regardless of the economic downturn, retail jumped 34%, and large enterprises such as Amazon are hiring more employees in order to keep up. The coronavirus is having a huge impact on the e-commerce industry.
There are more mobile browsers than ever before, yet desktop conversion rates are almost two times then what they are on mobile platforms. Current events and the 2018 decision of Google to make site speed a factor in page rank underscore the urgency of a lightning-fast browsing experience. A site that takes just one second longer to load can have conversions decreased by 7%, while sub-second load times boost conversion by 15% to 30%.
This is the time to invest in a new mobile-friendly website built with user-friendly formats. For example, Progressive web applications can give your brand’s website app like speed, instant logins, and seamless page transitions.
Micro-influencers are leading campaigns
Businesses have realized that celebrities don’t do the trick anymore. Customers refer to the experiences of their peers. In addition, the majority of players in the marketing segment hardly have the budget to engage with celebrity influencers. Thus,
there is a shift to do subtle marketing on social media via micro-influencers or focused group influencers.
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.
Using the social media platform
Email marketing doesn’t work the same wonder, however, there are many social networking platforms. The flavor of the season keeps changing and companies need to consistently evaluate which is the ideal platform they need to be wary of which channel to utilize for which audience and at what time. They also have to experiment with tools and tactics on each of these social media platforms. Recent brand campaigns captured by ‘Mad Over Marketing’ clearly showcase that unless brands are creative with the use of social media, the essence of their message is quite lost. In present times, staying topical with your campaigns is also striking as it promptly captures the attention of the audience and also builds a more natural consumer engagement opportunity for the brand.
Wrapping Up
These are indeed difficult times that we live in, but businesses should understand these trends and utilize them to rebuild, recover, and grow again. Milestone makes sure that keeping the customer journey in mind, clients are paced with the latest search and digital trends.
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ABOUT THE AUTHOR
Chandrima Samanta
Content-Editor at MartechCube
Chandrima is a Content management executive with a flair for creating high quality content irrespective of genre. She believes in crafting stories irrespective of genre and bringing them to a creative form. Prior to working for MartechCube she was a Business Analyst with Capgemini.