COVID-19 is global in terms of the impact it has had on practically everything, including digital marketing. Many businesses and industries have adopted new strategies or made adjustments that have allowed them to continue to operate. At the same time, coronavirus has contributed to some noticeable shifts in digital marketing that are still with us in 2021. The experienced professionals from Saba SEO, an industry-leading online marketing and web design company in San Diego, explain how digital marketing has changed during the pandemic.
Keeping an At-Home Audience Engaged
With more people at home and online, it has become even more important for brands to find ways to keep their target audiences engaged. Many brands have achieved this goal with tactics that include:
• Free online tutorials and service trials
• Creative social media campaigns
• Content that tells a compelling or entertaining story
For example, Nike successfully engaged its target audience by offering free access to its training, health, and fitness content, and Lego produced engaging video content aimed at families to encourage them to stay at home during the height of the pandemic.
Updating content that may send inappropriate messages has become even more important because of COVID-19. For instance, KFC had to quickly ditch all references to “finger-lickin’ good” in its digital campaigns, since this is no longer considered a safe practice.
Finding New Ways to Stay Relevant
To stay front and center online, some brands have had to shift to other approaches to digital campaigns. For example, Canada’s Fairmont Banff Springs Hotel launched a successful “art of waiting” campaign, and United Airlines remained relevant with a Giving Tuesday digital campaign aimed at lending a hand to nonprofit groups that normally rely on air travel.
Digitizing In-Person Marketing
Because of COVID-19 restrictions and consumer hesitance toward in-person interactions, certain marketing tactics have become digitized. Innovative solutions of this nature we’ve seen in the past year include:
• Augmented and virtual reality experiences (e.g., home tours, product sampling, etc.)
• Customer-oriented games that increase brand loyalty and engagement
• Virtual webinars, product launches, and similar events
Paid advertising has also been impacted due to COVID-19. A drop in economic activity forced many businesses to cut back on their paid ad efforts. The result has been less competition and easier access to the paid ad arena for businesses that would otherwise find it too costly to compete digitally this way.
The digital marketing professionals from Saba SEO, one of the top marketing companies San Diego businesses trust for integrity, unmatched expertise, and outstanding service, can help you revise your digital marketing strategy in a smart, responsible way during times of uncertainty and change. We assist clients with social media marketing, SEO, PPC, web design and development, and Internet marketing. Call one of our specialists today at 858-277-1717.