The coronavirus pandemic has demonstrated the value of online marketing, particularly digital marketing. Amidst the chaos of the lockdown, businesses needed a means to keep their brands top of mind to earn the interest of potential customers. With more time at home, consumers became more engaged with the world of information technology, particularly via their smartphones. Businesses that were able to convert online customers into offline buyers benefited tremendously.
The online marketing landscape in Waalwijk is changing, and so is the way we approach digital marketing. Gone are the days when businesses could rely solely on digital marketing to reach their target audience. Today, they must also explore traditional methods to remain relevant.
Here are four ways traditional marketing can be used to benefit your business.
The value of comprehensive and extensive market research is more relevant today than ever before. Thanks to online research tools like SurveyMonkey and Swish, which make it easier than ever to carry out focused market research in a short amount of time. This is especially valuable in a digital world where there is so much content to sift through. It’s no longer enough to simply hope that your website will attract the right audience. You need to actually know who they are and what they want.
The information you gather will help you to develop a clear picture of your customers’ needs and challenges. With this insight, you can craft effective marketing campaigns that meet their needs and expectations. You’ll also be able to gauge the effectiveness of your digital marketing efforts, allowing you to fine-tune your strategy as needed.
In the past, businesses could rely on demographic information to craft marketing strategies. However, with the development of online platforms that can collect and analyze in-depth personal data, brands can now tailor their strategies towards individual consumers. This type of personalized marketing could prove to be highly effective, as studies have shown that 71% of consumers reported they would appreciate receiving offers that are more personal and relevant to their needs. The key is to use data in a way that isn’t embarrassing or intrusive. For example, a business might create a profile for a known consumer and collect their previous orders and purchasing behavior to create a more personalized marketing strategy.
Search engine optimization (SEO)
Over the last decade, search engine optimization (SEO) has evolved from a “quick fix” to an integral part of any digital marketing strategy. SEO is the process of modifying your web content and site architecture to improve your chances of appearing organic (free of paid advertisements) for specific searches on search engines like Google.
The importance of SEO cannot be overstated. As previously mentioned, customers want to find what they’re looking for quickly. If your SEO is ineffective, or worst case scenario, negatively impacts your website’s performance in organic search results, you could lose consumers who seek your products or services online. For this reason, SEO is very important, and you need to make sure that your web content and site architecture are optimized for maximum organic reach.
Attracting a Higher Quality Audience
Since the beginning of the pandemic, the amount of time that people have spent consuming content online has increased. One of the consequences of the pandemic is that people may no longer feel as inclined to shy away from controversial or “shiny” new topics. As a result, you may want to explore the benefits of using controversial marketing and social media tactics to reach your target audience.
This is a good opportunity to review your existing social media strategy and determine whether or not these platforms are helping you to reach the audience you want. If you’re not seeing the results you want, take some time to reevaluate your online strategy and determine where you’re going wrong. You can then decide whether or not to continue down this path, or instead take a more traditional marketing approach. Regardless of what you decide, be sure to document your strategy so that you can easily review it later on.
The Effects of the Coronavirus on Digital Marketing
The pandemic has had a significant impact on our daily lives, social habits, and the marketing world as well. Thanks to the efforts of public health officials and digital marketers, we’re now able to piece together a relatively complete picture of how online marketing and social media impacted businesses during the pandemic.
Based on the data that’s readily available, we know that social media activity during the pandemic decreased by 22% compared to the same period a year ago. However, the amount of time that people spent on social media platforms like TikTok, Instagram, and Facebook increased by 72% and 44% on average. This indicates that while people were cautious about where they spent their time due to the pandemic, they nevertheless found the time to spend on these platforms.
People also used their phones more during the pandemic, in part due to the increased fear of contracting the coronavirus. However, people used their phones for more than just essential communications during the pandemic. According to HubSpot Blogs research, 15% of people said they used their phones to socialize, 10% used them for work, and 8% said they used them to research products. Essentially, people were using their phones for things other than just communication during the pandemic.
This newfound digital curiosity manifested itself in several ways. First, 11% of people said they used QR codes to learn about issues or topics related to the pandemic. Second, 5% of respondents said they used YouTube to educate themselves about various topics related to the pandemic. Third, 4% said they used podcasts to learn about the pandemic. This is important, as you never know when your audience may not have the resources readily available to them. For instance, if the pandemic broke out while you were on the go, listening to a podcast would be the perfect way for them to learn about your brand and what you have to offer.
The data also indicates that businesses that were already active on social media before the pandemic saw the largest drop in activity. While people were quick to abandon social media during the pandemic, those that were already using these platforms saw a significant decrease in activity.
Thanks to the efforts of public health officials and digital marketers, we’re now able to piece together a relatively complete picture of how online marketing and social media impacted businesses during the pandemic.