Planning in a Pandemic: Covid-19’s Lasting Effects on Digital Marketing and Digital Behavior

The Covid-19 pandemic has impacted practically every aspect of life as we know it. Have you been spending more time on your phone reading the news, watching more content on your streaming devices, or making more purchases online? If you’ve answered yes to any of these examples, you’ve experienced the firsthand effects that Covid-19 has had on digital behavior and digital marketing. Keep reading for insights into how the pandemic is reshaping the world of digital, as well as key trends to look out for when planning your digital marketing strategy in a year like no other. 

Digital Video is Here to Stay 

Brands and Businesses are Uniquely Positioned to Help and be Helped

Consumers of all generations are looking to brands and businesses to step up to the plate. In one report, during the height of the pandemic, Millennials, Gen X-ers, and Boomers were instructed to keep an online diary of their thoughts and feelings throughout the lockdown. The top concerns across groups turned out to be security, inspiration, and peace of mind, with questions ranging from whether or not it was worth it to stay home or risk going out, shop online or in-store, or remain cautious or optimistic about the future. Unsurprisingly, many consumers reported feeling torn and unsure of which decisions to make given the uncertainty that the pandemic has inflicted in their daily lives. 

Luckily, brands and businesses are uniquely positioned to help, since growing numbers of people have lost their sense of trust for other resources that they previously thought they could depend on. One important way that brands and businesses are providing comfort lies in how they have expressed empathy for the struggles that people may be facing at the moment. By recognizing these pain points and empathizing with new difficulties as a result of the pandemic, brands can connect with consumers and leave a lasting impression while also boosting consumer confidence in their products or services. Consumers who participated in the pandemic diary activity named brands that addressed duality and were able to provide a sense of much-needed comfort and balance in the middle of the daily chaos in quarantine  - showing that the efforts of brands who took the time to truly listen did not go unnoticed. By keeping these trends in mind, how can you adjust your creative messaging to strike a chord with consumers? Can you do more to offer in-demand digital alternatives, like online appointments or online shopping options to provide customers with a sense of safety and comfort? 

In the face of difficulty, it’s no secret that people everywhere have also relied on community and togetherness to get through the daily grind. Video streaming and social media have been at the forefront of this tendency, with users visiting social networking sites and using online streaming more often than they were prior to the pandemic as a way to destress and reconnect with friends and family from a safe distance. A sense of connectedness has also extended to supporting local communities and the local businesses that make them up - making now an optimal time to promote your business to local consumers who are willing and ready to show their support. Check out one of our previous posts on local business strengths to use to your advantage for more tips on getting started.

Social Media is a Source of News - and Comfort 

There’s no doubt that social media has completely changed the world of digital marketing (and the world in general if we’re being honest). Did you know that consumers are spending more time on social networks for news and entertainment, with the average user scrolling through 300 feet of content per day on social networks like Facebook, Instagram, and Twitter? That’s a ton of content - and a huge part of the everyday lives of consumers, making it a crucial touchpoint for reaching them. 

By keeping this in mind and optimizing for the multitude of devices that consumers use to stay connected, such as smartphones, tablets, PC devices, and more, brands and businesses of all sizes can deliver personalized advertising experiences to consumers by leveraging the power of social media. Looking to target specific users based on their age, interests, or demographics? Yet again, social media and digital-first channels have got you covered. At a time when consumers are looking to their favorite social media channels and influencers for news, entertainment, and a sense of trust, social media marketing and influencer marketing can inform purchase decisions, provide social proof, highlight positive reviews and customer experiences, and improve messaging strategies all in one place. 

If you’re looking to reach or have been thinking about reaching multicultural audiences, social media is especially powerful. For instance, according to a new Nielsen report, Hispanic audiences are 57% more likely to use social media platforms as a primary source of information about the coronavirus compared with non-Hispanics, and are using social media, mobile apps and other digital platforms at higher overall rates than the general U.S. population amid the coronavirus pandemic. While Hispanic consumers have been over indexing on digital use prior to the pandemic, their heightened use of social media as a way to stay connected and informed makes using social media marketing a no-brainer if your business is looking to reach this demographic. If you haven’t already considered reaching this group, you probably should be - since it’s likely that your area has a growing Hispanic population. In the last nine years alone, the Hispanic population has shown a major growth trajectory at approximately 20% - that’s 10 million new residents to the country, and roughly 19% of the country's total population share! 

How to Get Started with Digital Marketing 

As we’ve all witnessed, 2020 has been digital’s year to shine - and this trend isn’t going away as consumers continue to embrace and adapt to online platforms as their main source for news, entertainment, and peace of mind. Is your brand or businesses ready to use digital marketing to reach today’s consumers and expand your business? 

Feel free to contact one of our expert digital marketing consultants or find a location near you to get started. No matter your marketing objectives, we’ve got you covered with an array of available digital solutions. General questions? You can contact us for those too. No question is too big or small!