If one thing has become clear during the pandemic, it is the importance of digital marketing. As a result of Covid-19, more and more consumers have opted for shopping with an online retailer as opposed to purchasing in-store.
Internet marketing strategies aren’t new, but they’ve become a fundamental part of business practice within society, forcing marketers to adapt in order to keep their organisations relevant. If you aren’t already dedicating a significant amount of time and effort to maximising your online presence, you’re losing clients.
When the pandemic struck in 2020, if your online user experience was not up to standard while stores were forced to remain closed, how were you ensuring business functionality? Covid-19 forced many organisations to optimise their digital presence in order to keep business operations alive during isolation. This was something that started out of urgency but has evolved into somewhat of a requirement for most businesses due to its market accessibility and proven return on investment.
Here are some of the leading digital marketing trends that have surfaced out of the pandemic:
Companies can now target particular groups of people interested in a product or service when marketing online rather than focusing efforts on their entire customer database. Customer segmentation, which targets specific audience members instead of focusing on mass demand, has been shown to generate more audience engagement as followers receive customised content, especially for them. This personalisation allows for lead generation from different demographics.
Inclusivity and sustainability.
A new generation of customers are demanding equality in social media marketing by encouraging brands to cover a variety of subject matters, including race, sexuality, sustainability, etc. This push will force businesses to direct their marketing plan to a broader, more inclusive strategy, potentially exposing the company to a new audience.
This new generation of consumers are immersed in environmentalism and, as a result, are more inclined to support brands that endorse sustainability. There has been a drastic boost in popularity for eco-friendly brands, especially within the younger consumer market. Subsequently, brands incorporating environmentalism into their online marketing can benefit from improved brand image and competitive advantage.
Online marketing agency has pledged to track the diversity, equity, and inclusion of all their merchants, with the intention of only supporting businesses that are aligned with these values.
Blocking the ad-blockers.
In a world where online advertising is a primary stream of traffic for most companies, ad blockers can hinder the success of web marketing. To overcome the interference of ad blockers, readapting your marketing strategy to include social marketing campaigns, such as sponsored content or influencer marketing, has proven to yield more engagement and lead generation, thanks to its associated credibility.
Transforming your social media marketing content into interactive material, like open-ended questions, surveys, polls or giveaways, will entice your audience to engage more with your brand. Increasing the time users spend engaging with your brand gives your potential consumers the opportunity to have their opinion heard, helping them develop a personal connection to the brand. Adding shoppable social media posts to your content plan that directly connects viewers to a product checkout tends to raise conversions due to the effortless payment process.
Investing in Micro-influencers is a win-win situation for most companies. Typically, influencers with a high following offer minimal content for a large compensation. On the other hand, micro-influencers tend to offer more flexibility in terms of the quantity of content while achieving similar exposure as higher-ranking influencers at a fraction of the cost.
It is clear social media purchasing is becoming a leading form of shopping. Social media marketing is not only a way for brands to generate exposure and brand credibility; it’s an opportunity for brands to create urgency and provoke the need for a specific product. Collecting shopper data allows brands to begin actioning effective, targeted marketing to drive engagement and a higher ranking on search algorithms.
If all of this seems too overwhelming, there are now companies offering digital marketing services optimising all areas of your online marketing – freeing up your time to focus on business expansion and other time-sensitive tasks.
Leading virtual team offer the opportunity for you to hire a virtual social media manager to take over a wide range of online marketing services such as ad and community management, data reporting and expert in-depth strategising to help you achieve your marketing goals.
As a business owner in today’s uncertain times, it is essential to maintain business operations regardless of potential setbacks. Investing in the streamlining and advancing of your company’s online presence is vital in order to compete with the vast amount of technologically advanced corporations already taking advantage of online marketing.