The Importance of Digital Marketing in a Post-Lockdown World
Since COVID-19 erupted across the globe, no industry has been left untouched by the pandemic’s impact. One industry that has grown throughout the pandemic is Digital Marketing and e-commerce. As the world locked down, consumers moved online leading to e-commerce showing its strongest growth in a decade by growing by 46% in 2020.
With lockdowns easing globally, digital marketing will remain integral to businesses’ success in a post-covid world, in which people interact with businesses more than ever through their digital channels.
As consumers return to the high streets, they will be searching for local businesses to exercise their purchasing power. Local Search Engine Optimisation (SEO) will be a staple in the digital marketing landscape to drive footfall. Local SEO is all about optimising online channels to bring in business from searches relevant to a business’s local area. 46% of Google Searches are “local” searches, claiming your “Google My Business” page as well as your Apple Map Listing and BING places and ensuring all information about your business – such as opening times, contact information, business description, etc is up to date, is a big first step towards ranking in these “local searches.”
Throughout lockdown and the consequent “stay local” “stay home” orders, consumers have relied on digital channels more than ever and this trend is expected to continue post-lockdown as working from home remains the new normal. Pay Per Click continues to be a must for businesses to promote their products, campaigns, as well as themselves as lockdowns lift. PPC adverts allow businesses to reach their customers at the point of search, with Google estimating that PPC helps to increase brand awareness by 80%, and if a business targets their audience geographically through PPC businesses can increase their instore visits by 107%.
Google Display Ads will also remain essential to any digital marketing strategy in a post-lockdown world when raising brand awareness. Display Ads appear to consumers in placements on the 2 million websites that encompass the Google Display Network as they navigate the digital landscape. According to a recent study by The Interactive Advertising Bureau, display ads uplift brand awareness by 21%.
Customer Relationship Management (CRM) gives a clear overview of how, why, and when customers interact with businesses. This allows businesses to deepen relationships with customers, improve their journeys in both the physical and digital environments, creating brand loyalty and, ensuring customers return for future visits. As lockdown lifts, this will be more important than ever, as understanding how customer behaviour has been changed by the pandemic, and how customers are acclimating to life returning to normal will be integral in informing marketing strategy towards future-proofing businesses.
As lockdown lifts, digital marketing will continue to grow and adjust to the ever-changing circumstances that arise in the post-lockdown world.