What’s next for digital marketing in the new world

Sep 8, 2021

We have laid out the challenges COVID-19 brought upon brands and businesses through this blog. In addition, the responses of different companies were discussed in this blog.

This blog article will show how brands and businesses will continue to move forward and make digital marketing plans after the global pandemic through effective strategies.

The world we live in has changed, forever. Today people consume more content online than ever before. This represents a distinct change and challenge for brands looking to speak to these audiences, through articles, digital ads, marketing emails, videos, and virtual presentations. In addition, there is much emphasis on fostering better customer engagement, connections and delivering relevant content to build long-term relationships.

Strategies to keep and evolve:

  • Focus on existing customers. It says a lot about the consumer’s loyalty that has stayed with the business despite the pandemic. The focus on serving existing consumers has emerged as one of the most popular marketing trends and strategy during and is here to stay after-COVID-19. Brands and businesses started creating services and ad campaigns targeting customers’ needs, which have changed with the changing times. Offering new, relevant services and providing them with the required resources will ensure their loyalty further. What’s more, companies can also track consumer journeys and develop people-oriented stories to showcase their work and promote the company brand.
  • Digitise products and service offerings. With the travel restrictions, lockdown, and social distancing protocols, it is a no-brainer that everyone moved online. Brands and businesses are not only investing more on their websites; they are also executing digital ad campaigns and setting up a dedicated social media channel to focus more on e-commerce channels and trends. Digital marketing strategies are replacing traditional marketing strategies as companies race to improve their online presence. Investing in good digital service solutions provider such as Creative Quest, a JCurve Solutions brand) will be more time and cost-effective to meet your client needs. Upgrading CRM (consumer relationship management) software to manage your consumers efficiently is another good investment to consider. Keep the customer engagement momentum moving by hosting informative podcasts and webinars for consumers and your employees to increase their digital capability and attract new consumers. The more processes brands and businesses can bring online, the more they can engage their audiences to stay relevant and achieve business goals.
  • Lead the consumer with awareness and empathy. The pandemic may have affected us differently, but brands and businesses were all affected on a greater scale. Many of us have lost friends and family to the virus, have had our jobs impacted by it, some businesses filed for bankruptcy, may have been laid off, and felt the sense of displacement it has created. This time, more than ever, brands and businesses have to lead with awareness and empathy. Digital marketing post-COVID-19 must be consumer-centric, adding an emotional touch to creative assets to connect better with consumers. Companies should offer free resources whenever possible and employ user experience to improve brand loyalty and awareness. Inject conversations with understanding and empathy as the impact of this pandemic is far from over.

Increase social media presence. Take advantage of social media marketing and influencer marketing. Social media marketing is the component of digital marketing. The marketer utilises social networking sites, such as Twitter, Facebook, Instagram, Pinterest, TikTok, etc., to promote their products and services. This tool may include both organic and inorganic efforts.

On the other hand, influencer marketing is one of the most popular and in-demand tools of digital marketing in which social media influencers such as YouTube, TikTok, Facebook, Twitter, Instagram, etc. They are tapped and partnering with businesses and companies to promote their products and services on their respective platforms. Both of these are more cost-effective than traditional marketing strategies.

  • Explore omnichannel strategies. An omnichannel strategy is an approach to sales and marketing that provides customers with a fully integrated shopping experience by uniting user experiences from brick-and-mortar to mobile browsing and everything in between. Omnichannel strategies in a post-pandemic setting will provide greater access, increasing both outreach and productivity. From search engine optimisation to email marketing, digital ad campaigns, and creative content implementation, omnichannel allows companies to serve consumers where and when they need them and enable companies to customise their solutions. Companies are better served by taking advantage of the digital spectrum and remain omnipresent across various digital marketing platforms.
  • Employ data-driven storytelling. Though everything looks rather radical on the surface, the pandemic has accelerated trends that were already reshaping the influencer, brands, and businesses media landscape. Businesses are heavily invested in hearing out and understanding their consumers better to develop innovative storytelling driven by facts and figures to make it more compelling. Data analytics provides companies with a wide variety of consumer data that can craft meaningful content that will find resonance with people. A dedicated social media channel, with the omnichannel solution, can provide companies with the platform they need to tell their stories and, at the same time, drive up consumer engagement and sales. The concentration is now on how businesses help solve their problems, meet their needs, and adapt to changes. Companies must draw deeply from consumer experience and make them the story’s heroes to strike a chord with audiences.
  • Turn salespersons into advocates. One of the most popular marketing strategies post-COVID-19 is employing staff members to amplify content offerings and act as marketing advocates. Business identity also exists through the profiles of executives, sales teams, and thought leaders, the people who face your organisation. High-value brands and businesses rarely deal closely with a conversation, and companies need their marketing and sales executives to advocate for them for a more significant impact.

Turn to a purpose-driven brand and business. Socially conscious values have been focused on in recent years, and the current crisis will likely accelerate this trend. In one of the McKinsey & Company articles, some 61 per cent claim that how a brand responds during the crisis will significantly impact whether they continue buying it when the crisis is over. This means marketers must communicate a strong sense of their brands’ purpose—a cause that the brand stands up for or an area where the brand aims to make a real difference. Brands and businesses can do this through the projects they choose to be involved in, the partners they choose to work with, how they treat their employees, and the messages they send to customers.

Most importantly, brands will need to back up bold statements with real action. Some brands that are perceived as taking advantage of a cause or situation have already suffered a backlash. As a result, brands will need to make clear commitments to reasons they believe in or risk newly empowered consumers calling them out.

Modern Marketing

In our first blog article, we discussed that the main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message. While traditional marketing uses traditional media like magazines, newspapers, billboards, and printed media, digital marketing uses digital media, such as social media or websites.

We’ve also established that businesses are dramatically moving away from traditional marketing strategies to digital marketing strategies. However, it doesn’t stop there. Brands and companies need to keep innovating and evolving through modernising their marketing strategies.

Not only do brands and businesses need to keep up with these creative and digitised marketing post-COVID-19, but also to stay track of what’s the latest in the technology world. In a study conducted by MIT Sloan Management Review, they said that technology is just the first step. Technology has changed everything. Fundamentally, it allows for new ways to create customer experiences, new mediums to connect with customers and other constituents, and trillions of data points to understand customer behaviour and the impact of marketing programs and activities. Yet, with all that progress, we are still only at the tip of the iceberg regarding the profound impact technology will have on the future of marketing. Even though technology is becoming more advanced and disruptive, marketers must realise that technology is only the first step. Only by recognising all three forces will modern marketers reap the full benefits of technology on marketing transformation.

Due to COVID-19, technologists, marketers, and businesses were pushed outside of the ordinary. Innovations, digitisations, and content creations have massively evolved over the past year. Agile marketing has become the norm. Marketers in the post-COVID-19 era will have to rethink what technologies they need, which ones can help them save money, and which ones can help them transform their businesses that this crisis has altered. Therefore, marketing technology that helps with the above business needs will be considered “essential”. The rest may end up in the garbage heap of tech-driven promises that never delivered true Marketing ROI.

Conclusion

While there is no way to predict which digital marketing trends post-COVID-19 remain in favour, consumer-centric offerings will always find relevance in a post-pandemic world. Therefore, incorporate any of the above suggestions in your brand or business marketing strategies to reap the combined benefits of maximum consumer loyalty, satisfaction, and sustained profitability.