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How Will Digital Marketing Help Lift Up The Economy In 2022? Post-Covid Analysis.

COVID-19 introduced the idea of digital adoption during the global lockdown. However, the economic shutdown severely impacted multiple brands and businesses globally. As many countries began to walk the road of recovery, it was time to reset and pivot towards the new digital expectations of consumers. After all, the focus will always be consumer needs. Digital marketing has taken the chance to grow and provide companies with the chance to boost sales even during the COVID-19 pandemic, to help lift up the economy.

Although difficult at first, eventually the world embraced the digital shift as technology continues to evolve at an astonishing pace. As consumers began to spend more time online, brands took advantage of the time and boosted their online presence, giving rise to various opportunities. After all, social distancing didn’t apply to the digital world. The consumer expectations will never end as digital marketing continue to evolve and offer exciting changes to brands globally. Consumers expect personalization and dynamic content to stay relevant to social media trends, as brands aim to target their audience

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Economic recovery through digital marketing

The pandemic doesn’t seem to end with different variants every few months. Hence, we need to learn to make the most out of the situation, rather than waiting for the pre-2020 life. In fact, COVID-19 has completely redefined normalcy, so we’re looking at completely different expectations here.

Businesses need to shift their focus to digital transformation in the long run, rather than looking for temporary fixes to sail through the pandemic. Consumer behaviour has shifted towards online shopping, not just because of the pandemic – but also convenience. Pandemic or no pandemic, consumers are always looking for convenience and online shopping has given them what they asked for. Virtual customer journeys have piqued interest in consumers as they explore various online brands and enjoy the experience at home. It’s fast, easy, and convenient.

Due to the change in demand, brands and businesses have moved towards agility, technical expertise, new business models, and data-driven strategies. As for businesses that had already adopted the digital transformation, they’re a step ahead and can now focus on long-term consumer relations with new strategies that give them a competitive edge. The future is constantly changing, so your brand needs to be responsive in these dynamic times.

E-Commerce is the future of online shopping

The in-store experience was crucial for decades but not anymore. If anything, customers are now moving away from long waiting lines, overcrowded stores during sales, and more. The global shutdown further added to it by eliminating the in-store shopping experience entirely. Hence, the pandemic fueled digitalization as online shopping gained popularity. Brands are recreating their in-person stores virtually with Augmented Reality while expanding their reach on social media with digital marketing. Secure online transactions and an easier shopping experience allow consumers to navigate between different brands and explore a larger community.

While physical shopping continues to remain crucial and can’t be replaced entirely, retailers need to focus on reinventing the in-store experience – medically and digitally. It’s not long before self-checkouts replace manual counters entirely.

The sesimic shift to online shopping

According to Google, the world has moved towards online shopping and we’re not expecting it to end anytime soon. Moreover, while many consumers may opt for in-store shopping, online shopping has shaped consumer behaviour and demands permanently. While in-store visits provide the conventional shopping experience to touch and try on products, online shopping has a lot of potentials to grow and surpass old experiences. The dynamic shift will significantly affect the physical store operations as well. Instead of the regular interactions between employees and customers, the engagement will shift online. Hence, it provides various opportunities for retailers to introduce other marketing strategies as well, such as VR tools, high-quality images and videos of products, and more.

Some brands are considering the possibility of combining physical stores with an eCommerce setup – sounds like the perfect mix, doesn’t it? Brands can stay relevant online and continue to serve both consumer demands – physically and virtually. However, it is crucial that businesses are able to maintain the balance and offer quality customer experience in both setups, and stay competitive after the pandemic.

Add additional value for your customers with Apps

Apps have always been around for the past few years but today, are more important than ever. Brands globally have taken the opportunity to rethink their business model and introduce apps for accessibility and a new user experience. According to statistics, people spent 20% more time on apps in 2020. So, when we’re talking about economic recovery, we’re also focusing on better service and consumer experience through apps. Starbucks is a great example as they introduced in-app ordering to maintain social distancing in their stores. While they didn’t replace the in-person experience entirely, they reduced waiting time and long lines in the store through convenient app-ordering. Moreover, they’re focusing on the SOPs with no compromise in the consumer experience. Fintech apps further confirmed the success by seeing a 60% drop in ATMs usage, which is directed towards digital payments, with an increase of 72% use of FinTech apps.

Shift in consumer behavior & demands

Google trends focus on the key searches in different regions and languages. After a complete analysis from 23 markets including the Middle East, Europe, and Africa, Google pointed out the significant change in consumer behaviour. Consumers began to shift to online shopping, with expectations of better value, delivery options, and secure payment methods. Moreover, with more digital solutions, businesses began to innovate their marketing strategies and business models.

Businesses need to adapt to the dynamic demands if they want to move towards economic recovery. It’s time to increase convenience for customers, meet behavioural trends, and boost your business growth.  

New Google searches and focus keywords

During the pandemic, it’s no surprise that consumers shifted to Google searches, to spend their time at home wisely. Consumers began to move towards DIY crafts and skills-based searches, including but not limited to – cooking, decorating, knitting, new software, and online courses. With more time on their hands than expected, consumers looked around for inspirations to improve their living style while staying entertained and connecting with their loved ones online.

Hence, new searches and keywords were seen in various regions relating to specific topics on Google. Many of these include –

Hence, digital marketers noticed the potential for optimized content according to the new searches and keywords. This includes paint companies aiming for aspiring home interior designers, or just a regular painting night for families in lockdown. Optimized and relevant content helps increase brand visibility and quality leads.

Connect with your target audience on Social Media

The pandemic has significantly increased the potential of social media marketing. During the lockdown, many customers have shifted towards social media to engage with other brands and individuals on the platform. The popular social media platforms – TikTok, Facebook, Instagram, and Twitter – have seen a significant increase in usage.

Hence, marketers are moving towards effective communication on the platform to build stronger customer relations. Brands are able to translate their vision to their customers while staying relevant to the latest social media trends. Personalization and sense of community – both are key elements on social media that help a brand connect with its customers.

Virtual events invoke new experiences

The pandemic caused a global shutdown and with the rise in cases and health risks, many people chose to limit outdoor activities even after the lockdown was lifted. Hence, virtual events gained popularity during the lockdown as people found a new way to engage and continue their activities in a redefined digital world.

Marketer introduced virtual events on Google Meet, Zoom, and more. Educational institutes and meetings shifted towards digital platforms to adapt to the new conditions. Hence, brands continued to offer value to their customers and invested in consumer relations. And, we don’t think this will end even after the pandemic is over.

Is your business ready for the post-Covid world?

This pandemic has taught us the need for adaptability and consistency. The COVID-19 crisis was unexpected but has significantly increased the pace of digitalization while impacting the consumer behaviour and expectations. If you want to stay in the competition, your business needs to be sensitive to the changing consumer demands and respond to them with new marketing strategies. However, you need an expert team of professionals who have the industry knowledge and experience, to help you get there. And who’s better in the industry than us? Our team keeps up-to-date with the top digital trends so our clients can take advantage of new opportunities and maximize their potential and conversions.

While the goal is the same, our marketing strategies have changed forever. Hence, adaption is key. We’re still looking for brand awareness, quality leads, conversions, and ROI, but with a better marketing plan. Talk to one of our digital marketing experts today so your business isn’t lost in the sea of competition during a pandemic.

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