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How COVID-19 Has Impacted Digital Marketing

Digital Marketing was already a booming industry before the Coronavirus, but the effects of the pandemic has proven that Digital Marketing has become more important now than ever. With consumers out of brick-and-mortar stores and on the virtual platform, your website, social media, and other digital marketing tools are essential.

Competition is moving online.

Most consumers start their buying process online. In fact, 89% of consumers start their process with an online search engine, according to Vividfish. Additionally, many businesses are being forced to close their physical store doors. This leads to an increase in digital traffic, creating an even more crowded space than usual. Now is the best time to ensure your search engine optimization (SEO) is up to date and able to draw customers in. Your competitors are now also online, so you have to be sure your brand appears first, and most often, in the searches of potential customers.

Your website must immediately engage your customers.

Following the same idea as SEO, your brand’s website is just as important to attracting customers, if not more. Your website is the main hub of your brand, the reason customers should stay intrigued and involved with your company. Creating and maintaining a modern, clean, and fast website is not easy, but it is one of the first steps in having a successful online presence—especially now during the Coronavirus. Recent research from Google states over half of the people that visit your site will click off if it is not loaded within three seconds, found in this article by Marketing Dive. Meaning, due to COVID-19, a great website is essential. With the increased online traffic, your website should be as efficient and effective as possible.

Consumers are looking towards social media as an escape.

The last, and possibly most notable, impact COVID-19 has had on digital marketing is the rise and evolution of social media. Not only has social media usage increased significantly, 42% of Gen Zs are seeking “fun” content to use as an escape during these heavy times, according to Gen Zs make up a huge portion of social media users, so businesses must take into account their opinions. Consumers want light-hearted social media, so your brand should consider offering your marketed material in this way.

Don’t get lost in the noise.

COVID-19 has impacted brick-and-mortar stores by forcing their doors closed and pushing them to develop an online presence. In an already crowded market, this flooding of new businesses in the digital space will drown out your brand. If you do not have a plan to evolve digitally, your business will get lost in the noise. It is easy to feel overwhelmed in the midst of these unforeseen times. Want to learn how you can break above the noise? Let’s talk.

Oliva Ahlberg

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