The Covid-19 pandemic has altered every aspect of life, including how individuals look for information, communicate, and shop.
Because of these developments, brands must reconsider how they reach consumers and develop new strategies for fostering loyalty.
How people operate in organizations has also undergone a significant change.
The 9 to 5 workdays in an office are a thing of the past, and remote or hybrid working systems are now the norm. This abrupt transformation has compelled businesses to reevaluate how teams cooperate and communicate to spur company success.
What effect does COVID-19 have on digital marketing strategies used today and in the future, and how have firms adapted to it?
At the height of the pandemic, almost $4.28 trillion in retail e-commerce purchases were generated globally, with nearly $432 billion of those sales coming from the United States alone.
Retail platforms, according to Statista, showed a jump in visits from 16 billion in January to 22 billion in June between 2019 and 2021 (the peak of Covid-enforced lockdowns).
Thus, adopting digital marketing should be one of your primary considerations if you hope to boost your company’s growth post-pandemic. Here are five strategies you could adopt.
Table of Contents
1. Marketing via Email
Besides order confirmations and direct replies to client inquiries, every email a business sends out might be categorized as email marketing.
Advertising via email constitutes one area of internet marketing.
It includes numerous things, such as newsletters featuring company updates, sales incentives, and subscriber-only offers.
The importance of this form of marketing can also be discerned amid a natural disaster or corporate controversy, where you may deploy marketing emails to convey a general message on behalf of the business.
Email marketing is one of the ways companies can place their best foot forward. That is because it enables companies to inform their clients and target specific audiences of their products and services cheaply.
The worst-case scenario for this type of marketing is that when poorly done, it can turn clients away with the dreaded spam emails.
To guard against this, you may consider having an external professional sales development company or professional Email Service Provider (ESP) handle the email campaign for you.
These experts will structure the email messages, provide you with a targeted email list, and, depending on your preference, make follow-up communications with the prospects on your behalf.
You can also determine the efficacy of an ESP-guided email marketing campaign by how many prospect meetings emerge as a result.
2. Marketing Analytics
Using data to assess the efficacy and performance of marketing initiatives is known as marketing analytics.
It allows you to gain more comprehensive consumer data, optimize your marketing goals, and boost your company’s return on investment by incorporating marketing AI into your business plan.
Marketing analytics is advantageous to both customers and marketers.
By knowing what is effective in promoting conversions, brand awareness, or both, marketers may increase the return on their marketing spending thanks to this analysis.
Additionally, analytics ensure that consumers are exposed to a more significant volume of individualized, targeted advertisements that focus on their unique interests and needs rather than obtrusive mass messages.
Your Key Performance Indicators (KPIs) will determine the marketing analytics software you should adopt.
You may use indicators to evaluate the most suitable marketing analytics tool, including brand awareness, conversion, purchases, etc.
3. Affiliate marketing
In affiliate marketing, a third party (affiliate) markets your goods or services in exchange for a cut of the revenue they bring in. Although occasionally a fixed sum, commissions are typically calculated as a percentage of the sale price.
Affiliate marketing is a relatively cheap and effective tool for businesses selling the bulk of their products online. Its returns are especially pronounced when the company partners with affiliates with a large following.
It is also vital that the affiliates’ audiences consist of people likely to be interested in your company’s products.
To track which affiliate was responsible for a given sale, the merchant provides each affiliate with a unique URL.
A cookie (a tiny text file) is downloaded to the user’s computer when they click that link.
The affiliate cookie enables the merchant to trace the sale to the intended customer.
4. Cold calls
Calling prospective clients you have never spoken to is known as cold calling.
Some advantages of cold calling include strengthening your marketing and enhancing your sales pitch.
Cold calling is one of many effective ways to connect with new clients. However, cold calling isn’t always what people imagine it to be. In recent years, the practice has evolved and is no longer as impersonal as it formerly was.
Salespeople have found more success by focusing on the correct people rather than making random calls.
Effective cold calls today involve pitching your products and services while gathering client feedback and views.
As such, cold calling is also an opportunity for your company to gain valuable consumer data and insights that could be relevant to your future product development.
5. Content marketing
Outbound marketing tactics, or anything that annoys your audience, are less effective now at connecting with and converting viewers than they once were.
Now more than ever, your content must connect with your audience naturally (a.k.a. inbound). Telling a tale or developing a narrative for your material is typical for accomplishing this.
Your material will appear more genuine, compelling, and audience-specific.
Content marketing is used to develop user-friendly content that advertises your products and services.
You may deploy content marketing by publishing informative blogs and videos across your (social) media channels.
An effective content marketing campaign is a continuous process. It involves always having fresh material for your consumers. Your ability to publish relevant yet evergreen content makes this marketing tactic even better.
Answering client queries regarding your products and services comprehensively and engagingly is the backbone of content marketing.