Why Online Marketing?

In 2020, more than ever before, entrepreneurs are shifting their marketing focus to online platforms like YouTube, Instagram, and LinkedIn. Social media platforms have emerged as the preferred location for brand awareness and product discovery. In fact, according to HubSpot Blogs research, 56% of consumers have used social media to research products and brands.

While this trend may seem positive, it can also pose considerable challenges for marketers. The sheer volume of content on these platforms often means that marketing messages get lost in the shuffle. Worse still, since social media platforms encourage engagement, marketers may find that their efforts are undermined by the incessant need to keep users entertained.

The Rise Of The Digital Nomad

For years, marketers have been wary of the “digital nomad” label, fearing that it would relegate their efforts to an online space. While the internet has always been a fruitful hunting ground for content, platforms like YouTube, Instagram, and LinkedIn have provided content creators with a new opportunity to reach and engage with customers in a more personal manner.

Today, as the marketing landscape continues to evolve, so too has the way in which digital nomads approach marketing and business. More and more individuals are harnessing the power of the internet to create content wherever they please. For some, this may mean ditching the traditional 9-5 grind and deciding to blog on their days off; for others, it could mean creating video content that they can later share on social media.

As a result, content creators born and raised in the age of “pandemics” may end up playing an integral role in marketing a brand or product. Given the intimate nature of video content, marketers should consider how to best engage with this audience; otherwise, the opportunity to grow a devoted fanbase and achieve business success could be lost.

The Rise Of The Conscious Consumer

Consumers have always had a keen interest in what brands and products are promoting. Just take a stroll through any large retail store and you’ll readily see that the majority of brands are competing for consumers’ attention.

However, in recent years, social media platforms have given customers a new way to scrutinize products, exposing flaws and omissions that manufacturers and brands would rather keep under wraps. Essentially, as the Covid-19 pandemic continues to loom over the world, consumers are paying more attention to what brands have to say about the products that they sell, putting the onus on manufacturers to prove that their goods are safe.

If a brand or manufacturer cannot demonstrate that their product is safe, then consumers have every right to be skeptical. According to IBM, by 2025, over 50% of all Fortune 500 transactions will be conducted online. With businesses shifting to online platforms in order to survive, marketers must evolve with them, adjusting their practices to keep up with the shift in consumer behavior.

Marketing On The Move

With the rise of the digital nomad comes the opportunity to “market on the move.” Instead of relying on cumbersome TV sets and radio ads to reach consumers, marketers can distribute content on demand via mobile phones and other digital platforms.

As more and more consumers shift to a digital nomad lifestyle, on-the-go marketing becomes more vital. In the past, TV viewers would frequently surf between channels, seeking out the content that they want to see. Today, with the rise of social media and video platforms, viewers can content consume what they want, when they want it. As a result, even consumers who do not use social media may find that these platforms play an integral role in their research process.

Simply put, as consumers grow more accustomed to accessing information and engaging with businesses online, marketers must be ready to shift their efforts to this space. Platforms like YouTube provide customers with a wealth of content at their fingertips, encouraging them to explore brands and products that they are interested in.

Emerging Trends In Online Marketing

In addition to these digital nomad creators, the trend that marketers should keep an eye on is brands using influencers to spread the word about their product.

Just like their offline counterparts, influencers are often used to represent a brand or product, with their content (both real and curated) often served as an extension of their campaign. Simply put, brands see influencers as highly desirable ambassadors, gaining brand awareness and attracting new customers through their work.

In 2020, marketers are facing an unprecedented onslaught of online content, making it harder than ever to stand out from the crowd. Since social media platforms like YouTube, Instagram, and LinkedIn encourage users to “engage” with content, marketers must find ways to stand out and engage with consumers. While there are no guarantees that frequent engagement will translate to sales, at least it will help to drive web traffic and gain brand awareness.