When someone hears the phrase “digital marketing” what do they think of? A Facebook page? YouTube ads? Streaming on a smartphone? There are many different types of digital marketing that companies employ to better reach their customers, but it wasn’t so long ago that digital marketing was an unheard-of concept. Relatively speaking, the internet is a fairly new technology, released to the public in the early 1990s. In the last 30 odd years digital marketing has gone through an array of changes, adaptations, and taken on new areas no one knew would have existed today.
Email, Desktop and mobile ads, SMS marketing, pre-roll ads, demographically and interest targeted ads, social media, blogging, OTT advertising, geo-fencing, the list literally goes on and on. Digital marketing is an entire business sect and is changing quickly with the ever-evolving technology around us. With all of that being said, what could the future of digital marketing look like given the change in the world as we know it today caused by COVID-19?
COVID-19 has come into the world like a sandstorm, changing the everyday fabric all around the globe. More and more people are working from home and sticking to social distancing, in the meantime companies are trying to adapt to the resulting consumer behavior changes, and everyone is waiting patiently, hoping this storm will soon pass. Digital advertising is more important than ever given the steep decrease in foot traffic due to quarantining and the mandatory close of several types of businesses in many states. In order for a business to reach their customers right now they must have a strong online or digital presence, an easy to use website, and increase real time communication with customers.
There is a very large push to support local businesses right now to ensure their survival but without an online presence a business is sure to perish in the current environment. Cleaning up a business website and ensuring a business has ecommerce capabilities are extremely important. An old, outdated website is poison to a business.
Social media is a great way to communicate with customers right now, in real time. Updates in hours, current services offered, current sales or support needed can all be communicated on a social media page. Customers are spending more time at home and more time online, but they still want to know who’s open, where they get the products they need, who needs support and what they can do to help.
Virtual showrooms and display and video conferencing are going to be a way for businesses to communicate with customers as well. Furniture stores and automotive dealers for example might choose to create a virtual showroom for customers to browse; still displaying what they have available and allowing customers to purchase from them. Video conferencing is also going to replace meeting face to face. Realty and home improvement companies for example, might use video conferencing to show homes to potential buyers or to provide an estimate for a customer for a specific service. The possibilities are endless.
The world is changing. COVID-19 is not going to be a force behind the landscape forever but it might cause a shift in digital marketing in the future to more virtual interactions over face to face interactions.
