In recent years we’ve seen a rise in trending marketing technology. Mobile apps and platforms that were once used for communication and entertainment are now being utilized by digital marketers and businesses to reach consumers.
But what will the marketing trends look like as the world opens back up and returns to a new “normal?” How has the coronavirus pandemic affected customer behavior, and how will that affect marketing strategy to reach a society of consumers that have made fundamental changes to their everyday lives? Below are the top 3 marketing trends emerging as the economy starts to reopen from an unprecedented global economic lockdown.
BRANDS ARE MOVING BACK TO BASICS: SERVICE AND TRUST
During these unprecedented times, every interaction made with your customers is an opportunity to demonstrate your business’s top priorities. Consumers have been paying close attention to how companies are responding. Brands that can show empathy, purpose, and serve customers in the truest sense are likely to be more successful in their marketing endeavors.
For the most part, consumers are simply not interested in brands’ pushiness– they want security and positivity during times of crisis. Even before the pandemic arose, some businesses’ standardized communication was through satisfaction surveys or purchase reminders– which were generally not appreciated by customers. The pandemic is an opportunity for companies to better connect and engage with consumers in new and more convenient ways.
Raja Rajamannar, Chief Marketing Officer at Mastercard, believes that the COVID-19 pandemic is the ultimate test of brand trust, stating that “this is a time of need, and if you are not friends with consumers at this point in time, they are not going to talk to you later. It’s very important that brands build trust during this time. Brands are trusted, validated, or invalidated during times of crisis.”
PRIORITIZING DIGITAL COMMERCE
While some U.S. areas have begun re-opening, restrictions make it difficult for retailers to return to normal operations. At the same time, other parts of the country remain on lockdown, only allowing essential businesses to stay open. This has been proven devastating for companies that sell primarily through traditional distribution.
However, for digital enterprises, the mass shutdown has had reverse effects. With people spending more time at home, consumers have turned to e-commerce platforms for goods and services. The effects of this have become twofold as businesses with an online presence see spikes in sales and are also gaining potential long-term customers. According to Forbes, the COVID-19 outbreak’s impact has completely transformed online retail, including U.S. and Canadian online sales growth:
- U.S. retailers’ online year-over-year revenue growth is up 68% as of mid-April.
- There’s been a 129% year-over-year growth in U.S. & Canadian e-commerce orders and an impressive 146% growth in all online retail orders.
Despite the economic downturn, the coronavirus pandemic has put e-commerce at the forefront for many businesses. Those who have not begun investing in e-commerce may feel overwhelmed with the idea of catching up. However, that’s no reason to shy away from this opportunity. Getting started with e-commerce now can not only give your business what it needs to survive but provide the platform you’ll need to succeed long into the future.
SHOPPABLE SOCIAL MEDIA POSTS
Many businesses have begun asking themselves, “how do I market my business on social media during a pandemic?” As many people worldwide continue social distancing protocols– business owners and marketers are scrambling to pivot campaigns, adjust content creation and calendars, and develop new innovative ways to market their products and services.
Staying connected is now more critical than ever, as people and businesses are relying on social media to keep in touch with friends, consume news, buy products, and stay entertained. In recent months social media has seen a massive increase in traffic. According to Later.com, Facebook and Instagram have seen a 40% increase in usage due to COVID-19. One study also showed that 72% of Instagram users had purchased something from the platform.
Social media platforms enable consumers to make in-app purchases by clicking on a call-to-action post. These in-app purchases make it convenient and easily accessible for consumers to buy products they’re interested in without leaving their feeds. Businesses that use this strategy can also collect data on their buyers, which ultimately helps create more targeted posts in the future. We suggest implementing shoppable media posts into your marketing campaign for businesses to meet people where they are most.
If you’re ready to start connecting with consumers and capitalize on these marketing methods’ growing momentum, please reach out to us or visit our website and discover the endless opportunities we can create for your business.