The pandemic has devastated and continues to leave an indelible impression on most of the world to varying degrees. Just a year ago, there was so much uncertainty and disorientation that it affected many industries to the point of irrevocably reshaping the status quos that had existed for generations.
With the chaos of the first months of closure, there were two schools of thought within the marketing agencies and the advertising model as a whole; to cut or double spend in the increasingly crowded digital space. Interestingly, the gamble appears to be paying off, with experts from around the world touting the reduction of historically traditional models in favor of online marketing tactics.
The state of things
To better understand the journey to the current state of affairs, Dan Kogan, a digital marketing veteran and CEO of 1Digital®, spoke about his own experience and how his company has adapted. It seems that everyone was under the same spell in the early stages of the pandemic, as Mr. Kogan reiterates: “At first, our only thought was survival and we didn’t really understand the impact and what role 1Digital® would play during a pandemic. We had to adapt as a team … “
As these digital marketing agencies navigated through the second half of 2020, the adaptation to the dominant digital models began to show, as Kogan noted, “customers and merchants began to take e-commerce much more seriously.” One of the key takeaways their team grabbed was that to survive, both they and their clients had to seek new angles for their campaigns.
When asked about his own clients, Mr. Kogan states that “their budgets are bigger and their plans have been accelerated. Before the pandemic there were many projects that were shelved until later. Now it seems that everyone wants everything to be sped up according to the new norm. “
A great adaptation
This exciting new chapter is a fairly logical step forward in many respects, with the world working online for longer periods of time, it stands to reason that new ways of communicating messages are a wise step. 1Digital® is no exception to this, demonstrating the rule that adaptation is everything, the model of working from home that is now common throughout the world is not without its challenges, as Mr. Kogan attests: “There is something to be said about working from home. I have many team members who love the new work-from-home model. Others yearn for an office environment. “
It could be assumed that the loss of synergy would have a negative impact on the process of a digital marketing agency. Kogan disagrees, stating that “even without that synergy, we can find creative solutions for our own initiatives and for our clients … we can join Zoom meetings and Google Hangouts for many days. Daily face-to-face activities. “. Since technology is so adept at easy communication channels, a unique opportunity has been discovered in the form of lucrative new voices that would have otherwise been impossible or neglected before the pandemic.
With so much going on in the digital space, it seems agencies like this are adapting to the times in quite unique ways. Throughout the second half of 2020 and early 2021, creative recruitment around the world has been on a steady rise, lending credence to a barrage of new voices, creative opinions and artistic voices that the agency aims to give a new perspective on the potentials of digital advertising. It seems that Mr. Kogan agrees, stating that “we have hired people from Los Angeles to Washington from Chile to Uruguay and new employees outside of Canada, that would not be possible if it were not for the pandemic.” This new landscape appears to be more inclusive than ever and allows the digitized approach to marketing to have a fresh and new spirit as a foundation for the future.