Trends in digital marketing post-Covid-19

People all over the world are aware of the economic consequences of a pandemic. Covid-19 outbreak created a panic initially, with brands scurrying to make what they could before the shutdown.

Data shows that online shoppers all over the world are increasing with the passing of each day, and it is especially so since the Covid outbreak. By 2025, the online shoppers are expected to reach over 200 million.

Now, businesses realize that the shift might happen earlier than anticipated. And this will impact digital marketing strategy and consumer behavior.

Focus on Dynamic Creative Technology Platforms

In the recent years, personalized creative has been a growing trend, but what lagged is the cost-effectiveness. For example, an ad that has a generic brand image was not as impactful as an ad that showcases the specific item you viewed previously; it can be a shoe, or even a furniture. For every specific instance it is often not cost-effective to design new ads.

To generate creative content automatically, with dynamic product display, languages and assets, modern dynamic creative optimization (DCO) technology will pave the way without an agency having to invest in individual creative renderings.

According to trend watchers, while the need for manual ad creation will decrease, utility in technology that can dynamically adapt creative will increase. Dynamic creative content platforms have increased capabilities, cutting out the need for multiple design iterations. For data-driven results more businesses will leverage machine learning in real time, and this will cut out the lead-time for review and production.

There is a demand to produce a multitude of ads during the pandemic with less human power and capital.

E-Commerce boom

According to a recent study, people above the age of 64 made an online purchase for the first time as a result of social distancing and quarantine. And a majority of people in this age group said that they planned to buy more from online marketplaces. 

This will force businesses to shift their focus from cable TV and print to digital marketing platforms that support app downloads and website visits.

Digital sales at an all-time high

As consumers started integrating digital into the day-to-day experience, categories related to groceries, healthcare, and food delivery started seeing a steady growth.

Performance boosts was seen in key categories in Q1 of 2020:

• 70% growth in home-related and DIY goods.

• 35% growth in digital sales for learning products, active apparel, and toys.

• A decrease from Q1 2019 for luxury and general apparel goods, as it showed only 10% growth.

Even as consumers establish new interests and buying habits during this time certain sectors will remain unchanged.

Augmented Investment in Attribution-Based Marketing

To deliver a clear path to purchase ROI, marketers will be investing in marketing services while adjusting budgets.

As marketers focus on the transparency of attribution in marketing efforts, budgets related to media buys — for example, in print publications— is likely to be adjusted.

Digital agencies and teams will be in demand as they can work remotely. This can result in transparent reporting and simple collaboration opportunities as digital performance marketing are manageable virtually.

Looking Ahead

Marketers must adapt their strategies to meet customers where they are in this changing scenario. It’s time to change your go-to-market strategy and relationship with your customers. Within the “new normal” entrepreneurs must consider where your business falls and what trends will impact your business in the long run.

Internet Dominance by Covid-19

Covid-19 has brought about a noticeable impact in the users’ online behavior. The search list of users is dominated by Covid-19 related topics. This shows that businesses need to shift their attention to strategies that center on the Covid-19 outbreak. 

Here are a few tips on how to dominate the internet

Search reports

Take into account new search volume and terms and adjust your paid search campaigns accordingly. In order to understand what sort of traffic you are getting, review search terms regularly and look for what customers are seeking.

Remove negative keywords

Make sure to check the keywords you are using. Ensure that they are not damaging the quality of content. Get to know the more irrelevant terms within those queries. Get rid of all the irrelevant keywords, otherwise you will end up spending budget on terms that do not apply to your business.

Watch the trend

To understand how people are searching, Google Trends is a useful tool. It has a new hub specifically related to Coronavirus search trends. On a regular basis you can review these trends and see how people are prioritizing within their searches. This will help you find new keywords.

Mobile Traffic Losing Ground

Due to the pandemic Google witnessed paid search mobile search traffic decreasing by nearly 25% in March. What is suddenly decreasing is the usual traffic we can always count on. People are less mobile in their online behavior as well and not just physically.

Device bid changes

By revisiting device bid adjustments you can alter the device bid. Usually, it’s based on specific data present in the marketing campaigns that marketers make this type of alterations. But now more users are shifting back to their desktop due to the Covid outbreak.

Smart bidding

Smart bidding in marketing campaigns is the need of the hour. It’s not easy to understand changes in search behavior as PPC (Pay per click) strategies have been altered during the pandemic. To enable marketers to assimilate data that is changing smart bidding is a potential avenue.

Concluding Note 

Marketers still have control over how they present their company before the customers. Even as brands and businesses run campaigns they must also stay active and available to the clients. Now, it is more than essential to follow these trends and stay upgraded as customers seek quick help. Engage the newer ones and be available to assist existing customers. You can sail through the pandemic if you make use of marketing strategies that will benefit your business.

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