26 Aug 2020 18:48 IST

Pandemic opens up new doors for digital marketing

Businesses have to become tech-savvy and expand their social media presence to get back on track

While Covid-19 continues to loom like a cloud casting its shadow of uncertainty upon us, it might do us better to focus on the silver lining instead. Most industries, brands, and individuals that were initially scrambling around trying to find a strong foothold over what was then the new normal, have now gotten themselves accustomed to it.

Though it appears as though the pandemic threw a spanner in the works for most industries, a closer look might prove otherwise. One such area that has gained even more traction — thanks to the virus — would have to be digital marketing. Not only has the lockdown ensured that we all stay glued to our screens one way or the other, but it has also singled out the internet as the primary (if not only) means of brand reach and visibility.

Here are five ways in which the pandemic will change digital marketing.

Soaring social media presence

An active social media presence has always been imperative for brands to communicate, meet consumer needs, and build trust. In the wake of the pandemic, more and more businesses are increasingly going online. Instagram even highlighted brands' need to engage with their customers directly and created AR Filters, an exciting avenue that goes a long way when it comes to brand recall.

Plunge in PPC

Prior to the pandemic, even if brands had an organic marketing strategy in place, their main focus was on paid advertising because it promised quick results. However, with the ensuing lockdown, paid advertising came to a grinding halt. With brand visibility going down, brands began to realise the importance of having a sustainable and organic strategy in place. SEO and content marketing shot to importance and will continue to play a central role once the lockdown ends.

Increase in influencers

The ‘Dalgona’ coffee is a trend that went nearly as viral as the corona virus! Cereal pancakes, bingo, banana bread, memes about working from home, to name a few, are some of the trends that went viral and how! Influencers play a key role in propagating these trends. With an increase in the average time spent online, there is also a steady increase in the number of influencers on the internet, and this trend is only bound to continue.

Opportunities in OTT advertising

While we all sit at home missing the big screen with a side of butter popcorn, OTTs have swooped in to our rescue. According to Forbes, OTT platforms in India witnessed an 80 per cent surge in subscriber base amid the lockdown. Not too long before brands start recognising this customisable advertising opportunity and leverage OTT advertising. Not only does this help in targeting customers with precision but also helps brands monitor viewership in real-time.

Growth in voice searches

Considering that we live in a world where AI-powered devices are readily available with results for all kinds of queries, it is only natural that the current crisis will witness a surge in voice searches. It is expected that by the end of 2020, 50 per cent of searches will be done via voice.

It is often said that the future is digital. As far as marketing goes, the pandemic has only helped expedite this.

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