The COVID-19 pandemic affected millions of people in countries worldwide. The world faces severe health and mortality concerns and an economic recession with the ongoing pandemic.
Although most countries today still follow health protocols and monitor trends for new infections, some places gradually started to ease their quarantine restrictions. Some businesses have been allowed to reopen and are now ready in preparation for the new normal.
However, the pandemic’s impact on the global economy cannot be underestimated. The fear of another wave of COVID-19-related cases or other variants that could bring more uncertainty to the world today has prompted many communities around the globe to remain cautious.
Amid the challenges during the pandemic, some businesses could pivot and scale their operations during such unprecedented times. Some enterprises were also able to see growth despite the current limitations. However, others have struggled to keep up with the rapid changes brought by the pandemic, which had a negative impact on their operations.
Different Factors that Shaped Marketing During the Pandemic
The global retail landscape has relied heavily on e-commerce, especially during the pandemic. E-commerce and digital technology are proving to be some of the primary drivers of corporate growth in an increasingly consumption-driven economy.
According to marketers in the CMO survey, with the rise of e-commerce, digital marketing has become a priority among businesses. In 2021, findings showed that digital marketing expenditures make up 58% of marketing budgets. This percentage indicated a growth rate of 15.8% in the past year. This number is expected to grow in the next year.
Furthermore, many companies are also beginning to include mobile marketing, search engine marketing, social media marketing, and video marketing in their strategies to reach more prospective customers. Most of today’s world rely on digital platforms, with more than two-thirds of the global population comprising mobile device users. Mobile devices are used for various reasons, including making digital purchases.
Additionally, social media platforms have also become more influential during the pandemic. Social media like Instagram, YouTube, and Twitter directly impacted most consumers’ buying power, as around 25.3% of purchasing decisions are affected by user-generated content. With such growth in social media use, it also paved the way for social media outsourcing companies to help businesses improve their online presence and maintain their online platforms.
It is also worth noting that visual content is more appealing than plain text and is more likely to be engaged with by consumers. A recent survey revealed that 68% of respondents believed the COVID-19 had affected the consumption of online video content. It was also revealed that 96% of consumers saw an increase in their online video consumption.
These numbers and surveys prove that the shift in marketing campaigns was inevitable. Even though some businesses can still use traditional methods, it is unlikely that they will withstand the current crisis if they continue to rely on them solely.
The Future of Marketing Beyond COVID-19
While the end of the pandemic is still unknown today, the changes it has brought to everyone’s life will undoubtedly continue to stay. When it comes to trends in the marketing field, businesses should continue to retain their focus on some points to adapt to shifts that may happen in the future.
One of the helpful ways to stay afloat and thrive even in uncertainty is having a flexible marketing strategy. During the pandemic, an important lesson for companies is to embrace change and see this change as a potential to grow further. Stagnation is not an option, especially as we live today in a fast-paced, technology-driven world.
Enterprises should diversify their marketing plans and strategies and make improvements based on what works well for them. It is also helpful to keep watch of changes in consumer behavior. Businesses should align their marketing strategies with their target audience through timely and relevant messages that resonate with consumers’ situations and values.
Businesses should also push for efforts that help in bolstering their online presence. Having robust internet visibility and online presence is a factor that can make or break a brand in the online world. Search Engine Marketing (SEM) and SEO (Search Engine Optimization) are some marketing strategies that can be helpful in digital marketing plans.
One thing to consider about this is to outsource SEO, as it can play a critical role in amplifying one’s online presence. SEO can help websites rank organically in search engines, affecting how businesses and enterprises get noticed by prospective customers online.
Enterprises must look at the potential for emerging trends to adapt to the effects of the pandemic and develop strategies to grow as they move forward. Companies need to adapt to market changes, analyze customers behavior, boost their online visibility, use social media platforms and include video marketing into their campaigns.
For more information about marketing in the post-pandemic age, you may check this infographic from Digital Marketing Philippines.