Impact of COVID- 19 on digital marketing & the future of marketer
It's been a year post-COVID 19 pandemic, and now everything has its new normal boundary. From producers to consumers, the idea behind choosing a product has changed. It is an undeniable challenge to all marketers online and offline. The main focus of digital marketing lies in the alignment of brands with customer's demands and preferences. To understand the overall impact of the COVID 19 crisis, we should deal with new-normal shock on both the demand and supply side of a market.
The Audience has changed:
The emergence of a new customer persona:
People have no option left other than to adapt to the digital trends. Lockdowns, social distancing have altered the consumer's demands to a greater extent. The digital space welcomes the average customers and transforms them into regular customers. People are becoming more self-sufficient, so inviting them to buy products is in vain. Here lie the challenges in implementing the digital channels as a platform to bring customers.
More careful spending:
Personal Consumption Expenditure is a measure of national consumer spending which has fallen in its percentage compared to Q2 and Q1. The consumption has reduced unalarmed. But the production on the side of essentials like masks, sanitizers, gloves has increased due to the pandemic. What sticks money inside the wallet? What makes people think more than twice before spending? What makes consumers question their priorities? It is the fear of losing jobs, unemployment, unaided livelihood, and uncertainty in the economy that makes people sure of their bare consumption.
Altering to the new alignment:
The value-based selling of products to customers is the mark that digital has created during this pandemic. Since customers expect quality products worth spending and simple shipment techniques, the social media marketing strategy provides the transparency portal between the manufacturers and customers. Spending on Ads on these digital spaces has become broader. The leveraging and verified description of products online pool in more people to benefit from the digital space.
Redefined business goals:
The term Online is not a new word in the dictionaries of digital marketers. But in recent days, it is more often referred to by the newly added consumer community. And, yes, everything is placed or misplaced online. The marketer who has used the digital space productively stands forefront among all the competitors. The marketers who are new to digital marketing strategies lag. Virtual connectivity is a tool used to engage with potential consumers. The focus of digital marketing has slightly altered towards retaining the target audience by unique branding techniques.
New changes in business goals:
Considering the demands and making necessary alterations is mandatory for a business to attain irresistible sustainable growth.
The spending of people has changed. They demand value and safety. You can stand in the minds only when your products are irreplaceable and provide timely solutions to the customers. Align the purpose of your products based on the current needs.
Segmenting the target audience is a strategy used by many successful digital marketers. The spending ratio differs from rural to urban, offline to online users, average and potential individuals. They need different content so that they understand the brand better.
Innovation nowhere in history loses its value. Investing in innovations based on the current needs of people gains more customers as people globally suffer from the invariable scarce requirements. If such innovation can solve more than one problem of people, it is going to be a hit.
Creating content based on local people, bringing before people what the community needs, get you discovered. Making people understand how your brand works is a challenge, and it is the same place where the opportunities for digital marketers rise.
Integrated communications make your brand user-friendly. It makes you virtually present in the online platform once you start interacting with customers by adding FAQs, testimonials, and reviews, etc.
Though there are various tools for digital marketers to find the customer's trends, behaviors, attitudes, and needs, the real challenge lies in choosing the best mechanism to identify what suits them to bring forth their brand to the public. The ways to engage people are limitless, and to be more flexible is the need of the hour.