The year 2020 was a harsh year for everybody. The COVID-19 pandemic had taken its toll on us for a lot of reasons including the marketing industry. Asking ourselves how has the pandemic affected Digital Marketing and businesses, we can say- a lot!

The pandemic has had its impact on the Digital Marketing Industry too, whether it’s a big brand working with a renowned Digital Marketing Agency or not. However, the coronavirus is far from over and we have a long way to go!

The pandemic has affected several brands and businesses and marketers have started adapting to Digital Marketing strategies because that’s the only way one can survive in the market and be in touch with its audience.

Business conferences, sporting events, concerts, or any physical events have all been canceled and businesses now know the impact of the COVID on businesses as well as the impact of Digital Marketing on businesses.

The Rise Of The Digital Marketing Industry

Digital Marketing provides direct communication between the brand and its consumers by taking advantage of the latest online media and technological advancements for interaction, especially through search engines.

Businesses interact with their consumers directly and digitally and offer more targeted and focused marketing strategies by making use of online marketing tactics such as social media marketing, pay-per-click advertising, search engine optimization, content marketing, e-mail marketing, and more.

Lockdown- The Emergence

Countries had to go through strict lockdown rules and although customers preferred to purchase products offline, this couldn’t continue anymore.

People staying at home during the lockdown increased in demand and consumption of online content through Google Searches, higher usage of mobile apps, and a boost of online purchasing and e-commerce.

Taking these factors into consideration, brands started approaching Digital Marketing Strategies realizing how has the pandemic affected Digital Marketing, and implementing those strategies in their businesses.

A lot of important points needed to be kept in mind for brands as well as Digital Marketing Agencies-

• The context of the content during such tender times.
• Keeping in mind customer’s online activities, attitudes, and demographics.
• Execution of the content such as the choice of platforms used, and the tone of voice.
• Navigating customer’s journey and helping them achieve their targets online.
• Bidding for search terms such as budgeting, marketing objectives, and goals, prioritizing, and what platforms to use.
• Awareness of new search terms due to coronavirus or lockdown or marketing.
• Awareness regarding potential customers.

Social Distancing

Socializing meant businesses could advertise their products offline and demonstrate their services however and wherever they want to. But now, during the times of social distancing, face-to-face interaction has decreased to a huge level and people are now turning to platforms like Skype, Google Meet, Slack, and Zoom to not feel the absence of the freedom to connect to people face-to-face.

There has been a huge increase in the online activity of users during the pandemic but mostly in search. Google’s Search trends tool Google Trends reveals the usage of a particular term or topic that has been surfacing and resurfacing on the internet for a long time, including new interests and re-emergence of old ones.

What people are searching and looking for, their search history, what content they consume, everything is being recorded and this shows how Search Engine Optimization is doing wonders for businesses.

Search Engine Optimization has led businesses to use certain terms and phrases that are being searched the most online by users and hence, helping them to be more visible.

Change In Digital Marketing To Align With New Goals Of Brands During The Pandemic

Businesses and Digital Marketing Agencies have had to re-evaluate their Digital Marketing strategies to meet their needs-

• Alignment

Aligning a brand’s product and services as well as Digital Marketing strategies according to the mindset of the customers during the pandemic adds value and resolves customer pain points.

Being relevant is important for a business to strive and achieve success!

• Segmentation

Personalizing and reaching out to a targeted segment of users and offering relevant content, products and services provide the best value to your customers. This allows organizations to cater to the consumer’s needs and provide satisfaction over their services.

• Innovation

Organizations are required to find innovative ways to alter their products as well as produce new ones according to what the customers expect. New innovative ways will keep the customers hooked to your services.

• Localization

Brands that engage in local communities attract more customers and are the ideal way to connect to customers in a particular area. People are intrigued by what happens locally than what is going on miles away.

Digital Marketing was already relevant during the pre-pandemic times but, after the virus struck, the lockdown started and the shifts in online behavior, means Digital Marketing has become more relevant than it already was.

Businesses need to keep their presence online and create, build, and implement strategies that adapt to the needs and behavior of the customers online.

The Kolkata School of Digital Marketing recognizes how has the pandemic affected Digital Marketing. We are an advanced Digital Marketing Training Institute in Kolkata and we aim at developing proficient Digital Marketers for this digitally driven era in helping reputed brands and companies online. We are creating an army of Digital Marketers who will nurture the advent and presence of the Digital Marketing Industry and help cover all the aspects of Digital Marketing.

If you are open to learning about Digital Marketing Strategies and want to join a course, we are here to help you!

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