The COVID-19 pandemic reshaped nearly every aspect of our lives, including how we connect with brands and make purchases. With people spending more time online, digital marketing strategies have had to evolve quickly to stay relevant and engaging. Brands are now competing in a crowded digital space where traditional ads alone no longer cut through the noise.
From increased social media presence to personalized customer experiences, digital marketing has transformed to meet new expectations. In this post, we’ll explore the key ways digital marketing has changed since COVID-19 and what post-pandemic marketing strategies can do to keep up.
How Has Digital Marketing Changed Since COVID-19?
As people’s behaviors shifted, digital marketers adapted to meet their audiences’ needs in an increasingly online world. Here are some of the major changes that have reshaped digital marketing since COVID-19:
1. More People Are Online
During the pandemic, people stayed home more and spent more time on the internet — working, shopping, and connecting with others online. Because of this, companies realized they could reach more people through the internet than ever before. So, businesses started focusing more on digital marketing, trying to meet people where they were spending most of their time.
2. More Social Media Marketing
With everyone on social media to stay connected, companies saw it as a great way to engage people. Social media became a place where brands could show their personality, connect with their customers, and even get people to talk about their products. This is why you might see brands posting stories, hosting live events, and working with influencers on platforms like Instagram, TikTok, and Twitter.
3. Increase in E-Commerce (Online Shopping)
Since people couldn’t go to stores as easily, shopping moved online in a big way. This led businesses to improve their websites, offer easy online ordering, and set up digital ads to drive people to their online stores. Digital marketing now includes more strategies to help businesses show up in search results and make online shopping simple and convenient.
4. More Focus on Customer Experience
With more people shopping and interacting online, brands needed to make sure that their websites, apps, and social media pages were easy to use and enjoyable. They focused more on providing good customer service online, like answering questions quickly and solving problems on social media or through live chat. The goal was to make online experiences as smooth as possible to keep customers happy and coming back.
5. Growth of Video Content
Videos became even more popular during COVID because people wanted to stay entertained and informed. Platforms like YouTube, TikTok, and Instagram Reels became huge for digital marketing. Brands began making short, catchy videos to grab people’s attention, share information quickly, and keep things interesting. Video marketing helps brands tell their stories in a more personal, engaging way.
6. Rise of Virtual Events and Webinars
With in-person events canceled, many companies started hosting virtual events and webinars (online seminars) to connect with their audience. These virtual events allowed businesses to reach people from all over the world and gave them new ways to market their products or services, even when everyone was staying home.
7. Focus on Personalization
With so many people online, companies realized that sending the same message to everyone wasn’t as effective. They started using data (like what people searched for or bought) to create personalized marketing messages. Now, you might get ads or emails that feel more tailored to your interests because companies have learned to target specific types of people based on their online behaviors.
8. Increased Use of Data and Analytics
After COVID, companies needed to understand which of their marketing strategies were working best online. They started using tools that analyze data to track which ads, posts, or emails got the most clicks or sales. This data helped them make better decisions and spend their money on the ads and content that worked best.
9. Emphasis on Trust and Transparency
People became more cautious and thoughtful about the brands they supported, especially during tough times. Brands now need to be more transparent, showing they care about their customers’ needs and values. This includes being honest in marketing messages, responding to concerns, and showing that they support social and environmental issues. Building trust with customers has become a bigger priority in digital marketing.
How to Build a Post-Pandemic Marketing Strategy
A successful post-pandemic marketing strategy builds on these new insights and reaches audiences where they are today. Use these actionable steps to develop a strategy that meets the demands of the current landscape.
1. Start Where Your Audience Is
Think about where your audience spends most of their time online. Are they on social media, shopping websites, or watching videos? For example, if your audience is mostly teenagers, they might be on Instagram, TikTok, or YouTube. If they’re professionals, LinkedIn might be a better platform. Choose the platforms that match your audience’s habits so you can meet them where they are.
2. Use Social Media to Connect and Engage
Social media isn’t just for ads; it’s also for building connections. Create social posts that interest your audience and highlight what sets your product or service apart. Things like behind-the-scenes insights into your unique process or facts that showcase your competitive edge. Engage with your followers by responding to comments or messages quickly, and use polls, questions, or stories to make it more interactive. The goal is to build a friendly relationship so they feel connected to your brand.
3. Make Online Shopping Easy
If you’re selling products, make sure it’s super easy for people to shop online. Have a clear, simple website that’s easy to navigate on both computers and phones. You could even run ads that link directly to your products or use social media features like Instagram’s shopping tags. Try to make the shopping experience smooth and enjoyable so people will want to come back.
4. Focus on Customer Service and Experience
Good online customer service is crucial. Set up live chat or quick-response options to help customers get answers fast. Make sure your website and social media pages are easy to use and informative. If customers have a great experience, they’re more likely to trust your brand and recommend it to others.
5. Include Video Content
People love videos, so use them to catch attention. You could create short videos that explain your product, share customer reviews, or tell a story about your brand. Post these on platforms like YouTube, Instagram Reels, or TikTok. Videos are a great way to share information quickly and keep people interested in what you have to offer.
6. Consider Hosting Virtual Events
Virtual events are an awesome way to reach people beyond your local area. You could host a live Q&A, a product launch, or a workshop online. This way, more people can join in and interact with your brand without having to leave home. Plus, virtual events help people feel connected to your brand in a personal way.
7. Personalize Your Marketing Messages
One-size-fits-all messages don’t work as well anymore. Use data (like what your audience clicks on or buys) to send more personalized messages. For example, if someone browses for headphones on your site, you could show them an ad for those specific headphones later. Personalization makes people feel like you understand what they’re interested in, which makes them more likely to buy.
8. Use Data to Track and Improve
After you launch your strategy, check the data to see what’s working. You can track things like how many people clicked on your ad, watched your video, or bought your product. Use this information to make adjustments. For example, if your Instagram ads perform better than your Facebook ads, you might want to invest more in Instagram. This way, you’re spending time and money where it counts.
9. Be Honest and Build Trust
People are paying more attention to brands that feel honest and trustworthy. Share stories that reflect your brand’s values, be transparent about what you offer, and show you care about your customers. For example, if your brand supports eco-friendly practices, make that part of your message. This helps build loyalty, as people are more likely to buy from brands they feel good about.
Putting It All Together
Here’s a simple way to get started:
- Research where your audience is active and choose those platforms.
- Create content like videos and social media posts that show off your brand personality.
- Set up personalized ads and make online shopping smooth.
- Engage with your audience and offer great customer service.
- Track your progress to see what works best, and adjust as needed.
By following these steps, you’ll be building a digital marketing strategy that’s designed for today’s online world. You’re meeting people where they are, creating content they’ll enjoy, and showing them why your brand is worth their time and trust.
Take Your Strategy to the Next Level
At Astute Communications, we combine proven digital marketing strategies with the latest insights to help you connect with your audience, build trust, and achieve lasting results. As digital trends evolve, we’re here to adjust and optimize your strategy so it stays impactful and relevant.
Contact us to explore how our expertise can strengthen your marketing and support your growth today!