People’s lives changed drastically over the past several months as COVID-19 became a worldwide pandemic. Governments reacted, schools closed, and travel came to a halt to slow the spread of the coronavirus. As businesses are struggling to make sense of this new normal, consumer behaviors have changed at the same time, and some new digital marketing trends have emerged.
How Consumer Behaviors Have Shifted
As social distancing coupled with soaring unemployment numbers takes hold across the nation, how consumers shop for and purchase products has changed drastically. More people are sheltering in place, and even greater numbers are pinching pennies.
Research firm McKinsey recently released a study about consumer sentiment in the midst of the pandemic. Not surprisingly, attitudes toward spending and adopting new brands are down overall. Even though many consumers expect their incomes to decrease in the near future, most continue to spend on certain types of goods, and there is even increased spending in certain categories. On the whole, however, shopping and brand engagement is happening from home, which is a shift from just a few months ago.
The Impact of COVID-19 on Different Industries
Some industries have been hit much harder than others, and a few are seeing their engagement and sales soar because of the circumstances surrounding the pandemic. Globally, consumers are spending more on household items such as food, personal care items, and household supplies. Likewise, online entertainment services like Netflix and Hulu are enjoying record subscription rates.
Unfortunately, some industries have been devastated by this global pandemic. These include the retail, restaurant, and travel sectors. Whether your industry is one that experiencing growth or a setback, the rules of engagement for companies have changed as well.
Top Digital Marketing Trends During COVID-19
Even though consumer behaviors have shifted, there are still opportunities for brands to earn the trust of new customers and retain the ones they already have. Consumers might expect to pay a bit more for some products, but they still want convenience. So simply having your brand available when another isn’t could be the tipping point for many shoppers.
Beyond shoring up your supply chains, there are plenty of things you can do better to reach your audience during these unprecedented times. Here are a few of the top digital marketing trends that are producing the best results.
- Help Others in Your Community
Roughly 20 percent of Americans are now unemployed, a far higher figure than this country experienced in the wake of the 2008 financial crisis. One of the digital marketing strategies that brands are employing to reach more customers is simply being helpful.
Yes, this might involve giving some stuff away for free. For example, people went nuts when IKEA released the recipe to its famous Swedish Meatballs. Skincare company Kora Organics has donated more than 500 sets of its products to first responders in Los Angeles and New York.
If your company offers a 30-day free trial for a basic service, you might consider extending your trial period to 60 days or longer. Other ways to help include getting involved in efforts to give back to your community. These types of gestures build goodwill and will bring you more paying customers sooner than you think.
- Interactive Content Produces Better Engagement
People sitting at home are likely bored, so may of the old ways of reaching out to consumers won’t be as effective as they were in the past. Producing content is still vital, but you’ll need to take extra care that what you are putting out is as engaging as possible. Your subject matter should be topical and seek to help people solve their most troubling issues.
Beyond being interesting and relevant, you can use different types of content and mediums to reach consumers. Some types of interactive content you can try include quizzes, polls, and shoppable posts. Don’t forget that having a chatbot online 24/7 can also help your customers when you’re not available.
- Paid Ads are Cheaper and More Effective
Some businesses avoid paid ads simply because they cost money. Now might be a good time to give this form of promotion a second look. Another trend we’re seeing is that paid ads are becoming cheaper. This is because they now work on an auction system, and fewer businesses are participating in digital advertising.
On an even brighter note, more people than ever are online, so your potential audience and the return on your investment is massive. If you haven’t tried paid ads yet, this is an ideal time to see if this type of advertising will give you the results you want.
- More Payment Options Can Increase Conversions
Whether you run a brick and mortar business that has taken operations online or are strictly e-commerce, people want more choices. Some of the biggest companies in the country are struggling (Delta Airlines is losing $60 million a day), so it’s no surprise that consumers are being more cautious with how they spend their cash.
Another trend that is allowing online businesses to boost conversion rates by 10 percent or more is offering payment plans. One example is a service like Affirm that allows the customer to lower their financial burden when making a purchase. You don’t have to be an e-commerce company to use a service like this. Payment installment plans can work with services and digital products, such as ebooks or courses, as well.
Unfortunately, there’s no way to predict what the next few months will look like in terms of the business environment. The good news is that having your brand well-represented online gives you a nearly endless supply of opportunities to be of service and make connections with your audience.
Now that you have more time, use it to your advantage and put some of these digital marketing trends to work to improve your business results. Contact us today to learn more about how Connection Model can help you leverage these opportunities.
Written By: David Carpenter
