- In the past 22 months, the pandemic has dramatically changed the size, availability and profile of the digital audience, bringing people who were previously only accessible offline. This has also resulted in marketing taking a big focus.
- Gaurav Batra, founder and director of Value 360 Communications writes how technology is changing and enhancing the marketing landscape.
The pandemic has told us what we already know, which is that companies should reach out to a local focus and, with a formula, target specific consumers based on their status and importance. This requires a comprehensive understanding of the situation on Earth, country by country, country by country, and place by place code. It may also include customizing messages.
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Marketing Communications Management
As one might imagine, there has been a rise in online content consumption platforms as a result of this shift in interest towards all things digital. Online platforms are growing to keep up with new competitors and user demand.
With the introduction of lockdown, the size, availability and profile of the digital audience has changed dramatically, bringing people who were previously only accessible offline. Not only that, but it has also changed their attitudes, expectations, content consumption and how they expect to be treated as consumers.
Brands that did it right, cared about their employees and customers, and acted accordingly. For some companies, this has led to a major shift in strategy and/or reorganization. Others needed to set a specific plan.
Technology has undoubtedly changed the marketing profession in many ways. The three methods below are among the most notable.
One of the most notable outcomes of the pandemic has been the rapid emergence and success of virtual events, which has allowed businesses and event organizers to organize events without having to significantly restrict their offerings. Virtual break rooms are available for participants to connect and network, and marketers can create virtual platforms and connect with potential customers in a meaningful way.
Small, intimate seminars have been replaced by webinars, in addition to leveraging technology to replicate large events. Webinars aren’t really new, but they have emerged as a leading thinking tool for B2B and B2C – and lead generation – brands.
The obvious advantage of a virtual event is that it requires less time outside of people’s busy schedules. Attending virtual events can be more convenient, less time consuming and cost effective.
If there is one indicator
Meanwhile, spending on digital advertising has steadily increased year-over-year, ranging from 8.2% to 15.1%. Despite an early reluctance to invest after the pandemic, spending on digital advertising grew by 14.3% between June 2020 and February 2021, one of the largest increases in six months on record.
In the future, digital commercials will be the dominant method of marketing for organizations of all kinds, with traditional advertising, while still relevant, waning in importance. As people move towards suburbs and rural areas due to working from home after the pandemic, local marketing will become even more important.
According to AccentureTwo-thirds of consumers prefer to shop from local retailers and/or buy more local products. Localized content and personalization must be more important than ever so that brands can enhance their relevance with their audiences.
Adapting to the new normal
With internet marketing, a business can revamp its communication strategy.
The previous communication technique used may no longer be appropriate if people’s priorities and schedules change. It is a good idea to reconsider the mail sent, the materials provided, and the general approach towards consumers.
This might include a complete overhaul of the content calendar or suspending some blog posts in order to focus on articles that address doubts, anxieties and questions regarding the current situation. This also means that brand managers must devote time to getting to know their customers after COVID-19.
Sending out an email survey with questions about their current priorities, areas of pain, and desires is one way to do this. The answer to them should be simple (multiple choice or point on a scale), but it is advisable to leave some questions open-ended because one may learn some interesting facts about customers in this way.