Digital marketing has been acquiring a lot of importance and now every company are engaged more into digital marketing because it is one of the most powerful ways to engage with your target audience with smallest amount cost.
Due to COVID-19 and the lockdown that was followed in many parts of the world, more traffic was observed near apps like Tiktok and people were spending more hours on platforms like Facebook and YouTube which are main sources of digital marketing. People are spending more time in consuming content which came as a chance for companies to create more content to promote their products and services. In my judgment, this will only increase after COVID-19 as people will get more used to to using these apps and companies will try to promote their products through these platforms and work together more with content creators of relevant platforms
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Social Media, as the name suggest has a responsibility towards the society. Every change in the society gets reflect first in the social media. It is also the biggest influencer and change enhancing means at present. Thus, it undergoes changes as well as stimulates changes every day.
Thus, the role of social media is unwavering by the society than by a few individuals. Every individual is a part of social media and if anyone is willing to contribute positively towards the society, social media can serve as a good channel.
Branding in e-commerce is the gateway to Trust and maybe Quality. Customers will never know of your products of unaware of it and there’s no name or trademark effect attached to it. This is why “packaging” of a product is very key to believable and increase expectations from customers of its quality. That’s why the success of some brands hangs on the use of social media to gain a following which can be translated to customers.
And this trend in online retail shopping is continuing, even after the introduction of mass vaccination, and a shift to more normal life. Many countries are still experiencing huge spine with Deloitte predict that U.S holiday retail sales in late 2021 will increase by 7 to 9% while in South-East Asia, ecommerce access will grow by 85%, outpacing India (+10%) and China (+5%) and digital consumer spend in this region will increase by 60% by the end of 2021.
Whether it’s directly on your brand’s website, through social media or a third-party site such as Amazon or showily, optimizing your brand’s ecommerce offering will lead to more leads and sales in this new digital world.
Due to the nature of their businesses, certain sectors benefited more than others during lockdowns: for example, hospitality and tourism of course saw their profits plummet.
What became apparent was the importance of being able to think outside the box when external factors come into play. Customers with no option to buy what they needed online just went to another site or brand.
There are and will be a lot of winners on the other side: the curate product and service side. Some of these players are larger like Apple and IKEA. These players tend to have strong brands and own their product design, often with tight control on manufacturing. There is only one Apple Air Pods or IKEA Billy Bookcase. There are knock offs that can be found on markets like Amazon, but these brands are built and will succeed based on product innovation that allows them to not sell directly on marketplaces and/or to command higher cost of sales.
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The car industry also took a major hit during the pandemic as it is usually low tech and has been slow to digitally transform. With no foot traffic into showroom, the industry has had to find other ways to sell cars as people were forced to stay at home. To draw customers in, many installed new software, offered virtual test drives, and touch less pickup and delivery. Many also leveraged digital strategies to engage with new and existing customers online.
Travel limits due to the pandemic resulted in people staying in their localities. This made local neighbourhood more valuable to people and build a sense of community reinvigorating areas that had once been ignored in favour of cities.
This shift required marketers to talk to customers in different ways and focus on localize content and message. A great example of this is Next-door, a social media network that focuses on neighbourhoods. During different lockdowns, the channel saw a 73% rise in meeting alongside a jump in revenue as marketers flocked to connect with customers on a local level.
In a bold move, Airing shifted its budget away from paid search marketing to focus on brand marketing, particularly PR. This shift was due to their clear need (as a travel brand) to cut spending during Covid-19, but what they noticed during this time was that their website traffic levels bounce back to 95% of pre-Covid 2019 levels without any marketing spend.
Bear in mind that the public awareness of Airing’s brand enables them to pull back on performance marketing. The majority of companies don’t have that type of power. In an ideal world, a grouping of paid and brand marketing will help you to get the most from your marketing budget and activities.
As people were forced to stay at home, they started to do things differently. While online behaviour’s changed, so did expectations. Customers expected more from brands and their online experience. If their expectations were not matched by a brand’s delivery, then they went elsewhere to find it and competition is fierce.
Customers want to feel valued so they expect a digital experience that treats them that way. Brands need to focus on providing solutions and answers through online chat capabilities or messaging using WhatsApp marketing. During the pandemic, consumers got used to new options such as curb side pick-up which has proved a success for retailers big and small. While many big chains partnered with delivery services such as Deliver to draw in customers.
Social media platforms are getting more sophisticated. No longer just a way to catch up with friends and share photos, many social networks are becoming the perfect place for brands to promote and sell their wares.
When you talk about social commerce, you can’t ignore the power of influencers. Whether they have thousands or millions of followers, influencers have a lot of cloud on social media and can earn a lot of money through support deals and promoted posts. Many brands are now engaging in influencer marketing to sell something to someone people to make that final click to purchase.
By connecting your brand’s ecommerce to social media interfaces on Facebook and Instagram, you can target new customers. Check out this walkthrough shopping guide to find out how brands sell effectively on social networks.
The key to success for big and small businesses on social media in a post-Covid world is to put clients at the heart of your activities. Combining a great customer experience with a simple customer journey and messaging that humanize your brand will make for a perfect digital marketing cocktail that generates leads and nurtures customers.
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And that’s it!! Best of Luck
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