The COVID-19 pandemic has turned out to be one of the most significant disruptive events witnessed by this generation. From mainstreaming remote working, cutting global travel to a comprehensive digital shift, the outbreak has changed the way businesses are executed.
One of the most notable elements of this transformation is the way organisations have been forced to embrace digital marketing to be able to survive the crisis and transform the way they attract and engage customers and clients.
As people are forced to stay indoors, there has been a shift to a space where businesses and customers interact less physically and more through the online route. There has been a surge in organisations seeking to create new websites or update existing ones, creating elaborate social media campaigns and launching new e-commerce channels. Intelligent content creation and SEO (Search Engine Optimisation) are other elements that are receiving fresh focus. Organisations that embrace this transformation quickly and more comprehensively are the ones that are more likely to survive. Here are some phases of entrepreneurship that are adjusting to the “new normal”:
The age of webinars: As live conferences and face-to-face activities take a back seat, organisations are working out new ways to engage with customers. Webinars have emerged as a popular way to achieve digital thought-leadership and getting quality leads. At the same time, customer engagement is also taking place within these digital discussions. That’s why there is a sea of webinars to spread the message. Even when the crisis ebbs, people are likely to continue to conduct part of their thought-leadership events through webinars, as they serve the same purpose at a fraction of the cost. Webinars have filled the gap of traditional conferences and are likely to become a mainstream marketing strategy.
Increased usage of data analytics: As organisations increase their digital presence, the importance of creating useful databases has increased. With people spending more time on social media, their chances of seeing advertisements on such platforms or coming in touch with content marketing blogs are greater. This is why organisations now need to create valuable databases, analyse them and use this information intelligently to reach out to the target audience. Tracking the pattern of consumer behaviour, online traffic patterns, analysing which content retains the customer and getting a break up of which products are enticing what type of customers are essential elements of data analytics that organisations need to use to boost their online sales.
Content is the king: Businesses must focus on expanding their social media presence by creating intelligent and attractive content. With the shift from outbound to inbound marketing, it becomes essential to engage consumers in subjects they might find interesting. However, content distributed on social media should not be only promotional in nature; it must be knowledge and awareness-based as well. It must engage consumers emotionally through human interest stories rather than blatantly promoting the product.
The writer is Founder and Chairman of ICA Edu Skills
