Businesses have had to adjust to the changing marketplace environment since the global pandemic threat has started two years ago. With both marketplace and consumers affected, new normal has been established as a solution amid of a bigger crisis.
Despite the dramatic drop in customer numbers, some enterprises managed to stay on top. Others failed to keep up with the pace and remained on the surface. Some businesses, however, grew despite the tight restrictions placed on them by the health crisis.
Business owners worked together with their teams to devise new strategies for reaching customers. They also had to comply with the latest protocols, quarantines, lockdowns, and health protocols. The ongoing pandemic threat caused these changes in marketing for business. They will likely become the new norm as the world adapts to meet everyone’s needs.
FACTORS THAT SHAPED MARKETING IN A PANDEMIC ERA
Nobody could have predicted the magnitude of the pandemic’s impact on the mass and the market. Digital marketing was the priority due to the high demand for contactless services.
In 2021, 58% were dedicated to digital marketing. This was a 15.8% increase over the previous year, and it is expected to rise by around 14.7% in 2019.
Since the COVID-19 global crisis, consumers and businesses have migrated to digital platforms to make it easier to do business via contactless transactions. The top three investment areas in digital marketing were search engine marketing, mobile marketing, and social media marketing.
Search engine optimization are now being utilized more since consumers have been relying with their smartphones, gadgets or other smart devices in finding anything they need. According to reports, 68% of all online experiences resulted from searches made through search engines. People are becoming more tech-savvy, so even older people can use search engines and social media platforms to find answers to their questions. Internet users have made it easier to search for products and services by simply entering simple descriptions. They can then browse through the results to find what they are looking for. It is now not a wonder why SEO services in the Philippines have also grown these days rapidly.
Social media sites are becoming more popular. Beroe, a procurement intelligence company, stated that Instagram, Youtube, and Twitter impacted around 40% of consumers’ purchasing power. User-generated content on Facebook influenced 25.3%, or 25%, of all purchasing decisions.
Also, visual content is more appealing than plain text and is more likely to be engaged with by consumers. A recent survey revealed that 68% of respondents believed the COVID-19 epidemic had affected the consumption of online video content. A survey revealed that 96% had increased their online video consumption.
These numbers and surveys prove that the shift in marketing campaigns was inevitable. Even though some businesses still use traditional methods, it is unlikely that they will withstand the current crisis if they continue to rely on them.
THE FUTURE OF MARKETING BEYOND COVID
Although it is not yet clear when this global threat will end or what the future holds, the changes in marketing that resulted from it will undoubtedly continue into the post-pandemic era.
However, businesses should be ready for anything and must remember the following in order to adapt to any future shifts quickly:
- Have a flexible marketing strategy.
- Keep an eye on consumers’ behavior and changes.
- Strengthen online presence.
- Utilize social media platforms.
- Include video marketing in campaigns.
The old saying is that changes are inevitable. However, the pandemic brought about massive changes in business practices. The pandemic taught many lessons that companies can adapt to new challenges. The new normal is now being observed and adapted by everyone across the globe, and companies are moving forward with their marketing plans, such as outsource seo projects and more.
If you want to learn more about marketing in post-pandemic age, you can read this infographic from Digital Marketing Philippines.
