It’s safe to say that the Covid-19 pandemic has changed the way we’ll all relate to each other and how we’ll experience the world around us.
While the world was coming to grips with the pandemic, businesses were struggling to find an efficient way to connect with existing and potential customers.
The answer was online marketing. The sudden and dramatic shift to digital marketing enabled businesses large and small to re-engage with their customers during this unprecedented time.
But now that the world is returning to some semblance of normalcy, how will consumers and businesses interact with each other?
What does the future hold for online marketing in Chapel Hill NC?
The New Normal
The first and most obvious change is the return of normality.
Thanks to the tireless efforts of our Federal and State governments, as well as the philanthropy of private citizens, we’ve been able to piece back together some semblance of normalcy.
This means that businesses can re-open and expand their operations, and consumers can go back to spending their money as they normally would.
It also means that marketers can return to the business of selling products and services, focusing on lead generation and customer engagement instead of customer retention.
When it comes to consumer habits, the digital marketing industry in Chapel Hill NC will no doubt continue to evolve and flourish in the years to come. But as marketers, we should continue to find ways to apply old information to new situations.
For example, when Google re-launched their Search Engine in 2014, they found that consumers had shifted to using key words and phrases instead of searching for products and brands by name. This meant that marketers needed to revamp their approach to keyword targeting and make sure they were optimizing their content for the most relevant and popular keywords.
Even before the pandemic, business leaders and marketing executives in Chapel Hill NC were already busy implementing plans to expand their operations and engage with consumers. The sudden shift to digital marketing enabled them to do this faster and more efficiently.
The pandemic only intensified this momentum. Not only did it give businesses everything they needed to push their marketing efforts online, but it also presented them with the opportunity to transform themselves into digitally-savvy, data-driven enterprises.
According to HubSpot Blogs research, 81% of marketing executives say that the pandemic has increased their efforts to collect and analyze data. This is likely true since consumers have a direct line to our industry’s financial performance – and the data shows that during the pandemic, revenue and profit are up year over year.
Many businesses have also taken the opportunity to restructure their marketing departments, setting up data-rich, digital marketing teams.
While this may be challenging, especially for smaller businesses without the budget for full-time marketing staff, it’s well worth it. The ability to pull in real-time analytics, track consumer behavior and dive into conversion funnels is invaluable.
Even before the pandemic, consumers were already moving to online marketplaces to find products and services. According to HubSpot Blogs research, 66% of consumers research products and companies online before buying products from them.
This trend will continue. In fact, in 2018, 46% of consumers reported researching products and companies online, but not calling or visiting them. This means that online marketplaces, such as Shopify, are critical for business success in Chapel Hill NC. Retailers can use these platforms to gain deeper insights into what products their customers want, need, and where they spend their money. This, in turn, enables businesses to create deeper connections with their customers – and grow their business.
It’s clear that the future of marketing in Chapel Hill NC is bright.
As consumers become more reliant on digital marketing and businesses continue to invest in and refine their digital marketing strategies, marketers can look forward to a brand-new normal.