The Covid-19 pandemic has affected all the surrounding companies; It does not matter if it is a small business or a multinational company. Countries have been locked in for so long that it has caused business closures or losses. Brands took this opportunity to work on their digital marketing so that their audience can easily access them.
We should know what digital marketing is. It is a type of marketing that uses the Internet of technology as its main channel to promote a company, its products and services. Although it has been in trend since the 2000s, digital marketing fully flourished in 2019 due to the devastating pandemic. Due to Covid-19, companies that were popular through ‘word of mouth’ in traditional markets, had to be closed. This is where digital marketing services like SEO, PPC, digital ads, content marketing, and more come into play.
Now, let’s see how it has helped businesses during the pandemic.
- Easily engage and retain existing customers
Because people are locked in their homes for so long, they are stuck on their screens most of the time. Therefore, as your company has a presence on digital platforms, it becomes easier for them to communicate directly with you. For example, by being available digitally where you can sell products directly to them without having to go to the store, customers will continue to buy your company’s products, retaining your customers in the process.
Businesses must produce good content so that you continue to attract more people and increase their interest in your products and services.
- Proper ad budgeting decisions lead to an increase in your customers
Traditional vs. Digital advertising campaigns are a subject of intense debate.
Traditionally, companies used to place advertisements in newspapers, billboards, televisions, radio, etc. They used to be expensive, to say the least, and they weren’t targeting their audience according to their need for the product. All the ads were printed for those who can see them, but they were especially shown to people who wanted to buy them.
Now, with platforms like social media, podcasts, and websites, audiences can be expertly targeted based on their knowledge of the demographic using the product. You can market your brand on different social media platforms like Facebook, Instagram, Twitter, and more. These platforms provide different options for promoting paid advertising that targets your audience. In this case, the ads are shown only to those who have been looking for a product like that, but also if they enter the company targeting option. As those people click on your ad, there is a chance that they will consider purchasing the product or service shown to them.
- Brand awareness and visibility
Digital marketing channels are more interactive. That means that when the brand publishes something on their social channels or blogs, people interact in the form of likes, comments, sharing the publication and saving. In this way, they are more involved in the process, in addition to involving more people to join the discussion that increases the visibility and awareness of the brand among people. Giveaways and podcasts also increase visibility on social platforms.
Brands invest in PPC (Pay Per Click) ads to take advantage of Internet traffic by increasing visibility and awareness.
- Online change of traditional events and networks
Traditional events such as promotional events and collaborations could not occur due to the social distancing rule imposed during the pandemic. Companies cannot depend on traditional events. Digital marketing helped all those events and networks to take place online. Apps like Zoom, Google Meet, and others help with online events and collaborations.
Social media applications played an important role in the expansion of networks for businesses. Brands directly connected with those people they admired and with whom they collaborated to promote their products and services. Small businesses were positively affected at this time due to digitization.
- No need for physical appearance for promotion
If you are a small business and want to promote your products, you don’t need to go anywhere for marketing and branding such as door-to-door ads and poster printing. All physical proof for promotion including banners, brochures, newspapers and more, is not required to market your products or services. You can go for a targeted digital marketing channel and start your marketing activities. This can be very easy if the brand can produce sensational content for social media channels to promote.
- Reach for new customers
Customer outreach is the process of connecting and communicating with potential customers and, of course, existing ones. By making your presence felt on social media platforms with exclusive and engaging content, you will attract new customers. The attention span of people on social media is much lower. People only stay in a post for more than 3 seconds, if it appeals to them with its unique design and content; they are more likely to explore your page. Digital marketing and the different facets of design have helped many brands gain more followers for their creativity.
- Digital marketing is profitable
Features like information about how the strategy is working, website traffic, demographics of the people who visit your post, and other information benefits help businesses tremendously. This feature helps determine if you are attracting the right demographic for your product and if people are visiting your website or social media. It helps in the continuous evaluation of the project and if it is working.
Measuring ROI can help you decide on the resource for your campaign and redirect resources to the right projects. Some profitable digital marketing strategies are email marketing, SEO, PPC, content marketing, and social media marketing.
- Wider geographic reach
The physical infrastructure can only be visited by people who live close to the company and only those people who have access to the products sold by the brand, but as brands move on digital platforms, there is no physical compliance and a geographical barrier between people and the brand. This can help brands get more business because they are accessible to a wider audience due to online business. Digital marketing helps the geographic expansion of the business.
- Reach customers through a variety of devices
To reach a wider range of customers, both parties must have an Internet connection and a technology instrument. At this point in the pandemic, most people are online on devices such as mobile phones, laptops, tablets, or desktops, scrolling through social media platforms, and using the Internet. Using all platforms to reach specific users is called cross-device marketing.
We all understand how companies suffered due to the Covid -19 pandemic, but digital marketing was like a ray of hope for those companies. Those brands that took the opportunity to be present digitally found a new way of doing business and winning new customers. Digital marketing updated its traditional way of working and developed brand visibility among the audience. It is still uncertain when the world will emerge from a standstill, but the digital world will continue to work in the business’ favor.