Marketing Lessons From Cursos Online

The Covid-19 pandemic that started in March 2020 dealt a devastating blow not just to the world’s economy but to marketing as well. With people working from home and businesses closing down, consumers have less reasons to go out and consume products or services, which in turn, impacted the whole marketing industry. While marketing specialists and experts have written articles on the pandemic and its effect on marketing, we thought it would be beneficial to dive into how the pandemic changed the way we do business and how it impacted marketing as a discipline.

Less Consumers, More Shopping

The first and probably the most noticeable change is the sheer number of consumers. Back in early March, when the pandemic began to really take hold, online shopping gained popularity as a way to make shopping convenient for those who feel safer shopping online than in person during the pandemic. According to a survey by the E-commerce Insights Team, 79% of consumers say they have bought something online because it was easier to manage their shopping during the pandemic. Additionally, 35% of consumers say they have bought something while on the move because they were self-isolating and didn’t want to go to a store.

Marketing specialists have long known that the most effective way to attract consumers is by offering them value and convenience. After the pandemic, that value and convenience is even more important, especially since many businesses didn’t offer any in-person services during the pandemic. With the opportunity to shop online presenting itself, businesses had to adjust and develop new strategies to ensure they stood out from the crowd. One of the most effective ways to achieve value and convenience is through delivering high-quality and affordable products or services to the customer. Moreover, many businesses saw a boost in sales after the pandemic simply because so many consumers were seeking ways to satisfy their shopping lust.

Digital Marketing Is The Key

“Digital Marketing took a big hit, too,” said Jeff Bullington, president of Outreach Marketing, in an interview with HubSpot Blogger. “In the beginning, when people were still in the office, they would meet clients for lunch and learn about each other’s businesses. Face-to-face marketing was important, but so was digital marketing, and people started seeing it as more of a supplement to other methods. As we have transitioned to working remotely and trying to rebuild our client base, we have seen a resurgence in the value of digital marketing in terms of lead generation. It’s not going to be enough to simply have a website or Facebook page. You have to have a strategy in place to drive people to that site or page, and digital marketing is the best way to ensure that happens.”

Along with value and convenience, marketing specialists must ensure they provide the right information to consumers in a manner that is both convenient and accessible. The pandemic hit close to home for many people. Those who have health concerns may have found it difficult to seek out relevant information during the pandemic. This inability to get the information they need may have led to fewer people seeking out health-related products and services during the pandemic, resulting in a decline in the health industry. Similarly, those who feel safer shopping online may have found it difficult to search for relevant and accurate information about Covid-19, especially given the lack of business continuity due to the pandemic and the overload of misleading information online.

Content Is King (And Queen)

Content is undoubtedly the most important part of any marketing campaign. It makes or breaks a business. The old adage ‘Content is king, promotion is queen’ can still be applied today, especially in the world of digital marketing. Once you have established a presence on social media, you can use content to attract, engage, and retain customers. Moreover, the ROI (return on investment) of content marketing is extremely high. According to HubSpot Blogger, establishing a blog around a specific theme or engaging with content creators can bring significant financial benefits. In addition to establishing a steady stream of engaging content, businesses can use content to establish thought leadership. By consistently producing and sharing high-quality content, businesses can position themselves as experts in their respective fields, attracting potential customers who may not have heard of the company. At the very least, content marketing can help businesses establish credibility on a subject area, driving more leads into the top of the funnel and boosting growth.

The opportunity to create and distribute content online has led to a boom in content creation and consumption. According to HubSpot Blogger, 79% of consumers now engage with content on social media to learn about brands or to get product information. Additionally, HubSpot Blogger found that 79% of respondents use blogs or websites to learn about brands or to get product information, highlighting the importance of websites in lead generation.

Shorter And Sweeter

Thanks to the Covid-19 pandemic, many marketers were forced to shorten their copy and engage in more efficient marketing. According to HubSpot Blogger, consumers are more likely to engage with shorter copy in social media, leading businesses to simplify their marketing messages and adopt more persuasive and engaging language. Additionally, marketing specialists must ensure that their marketing is as streamlined and efficient as possible.

The volume of information has increased as a result of the pandemic, creating more opportunity for businesses to stand out from the crowd. Thanks to the internet and online marketing, information overload is no longer a problem for marketers, providing them with the platform to reach millions of potential customers with their message.

While the internet and digital marketing have undoubtedly changed the way businesses operate, marketing has changed, too. Before the pandemic, marketing was considered a supplement to sales, with email marketing playing a key role in lead generation and content marketing used to establish thought leadership.

Marketing in the digital era has taken on a new form, with many businesses utilizing the internet and social media to their advantage, driving sales and closing more deals than ever before. Thanks to the Covid-19 pandemic, we’re seeing a shift back to basics with more businesses utilizing the internet and social media to their advantage, establishing blogs, publishing articles, and livestreaming to engage with consumers and grow their business.