Marketing in Post-Pandemic

Several factors shape the marketing landscape – from consumer behavior to emerging trends, new technology, and many more. And it is up to enterprises to adapt to this ever-changing environment to keep the company thriving, expand its customer base, and reach marketing goals.

The ability to effectively captivate customers’ attention and lead them to conversion is important for any enterprise. Accordingly, they need a solid marketing strategy that can help them with these endeavors.

For decades, marketing techniques have significantly relied on conventional media channels. The main ways to reach customers and let them know about the company and its offers are through the use of print media, radio, and television.

Businesses use traditional advertising methods to disseminate their message far and wide to reach audiences that might be interested in their products or services. Back then, this was also among the primary methods for consumers to get information about a brand and its offers, especially when new commodities are introduced to the market.

Eventually, online marketing entered the scene because the internet and mobile devices have become more accessible for consumers. In addition, more businesses also created websites to increase their online visibility and elevate their chances of being found by prospective customers.

If before, people had limited ways to garner information about a brand and its products or services, now users can simply input their search queries in platforms like Google, Yahoo, or Bing. The ease of using these search engines to look for certain items or get answers to specific questions significantly impacted consumer behavior.

As a result, more and more consumers depend on the internet whenever they look for goods, services, or information about a company. A robust online presence became a game-changer among businesses, prompting them to capitalize on this shifting consumer behavior. Marketers started pivoting their campaigns toward a digital-first approach, implementing tactics like search engine optimization (SEO) and search engine marketing (SEM).

Although traditional marketing methods are still used, it is undeniable that depending on them alone is not enough to sustain marketing efforts in the modern age. Maximizing all channels is ideal for reaching target audiences more effectively and yielding desired outcomes.

Moreover, there was also a rise in social media usage among consumers in the digital age. Initially, social media networks were mainly used to connect users by enabling them to share information, posts, photos, and videos. They also connect people to businesses, but their marketing potential only boomed in recent years. These platforms have evolved into a tool that can be used as a valuable part of one’s marketing arsenal.

Digital marketing strategies were already on the rise in recent years. However, it was not until the COVID-19 pandemic that the need for these techniques skyrocketed to unprecedented levels. Governments across the world enforced restrictions and other mandates to reduce the spread of the novel coronavirus. The limitations in in-person activities and implementation of physical distancing protocols emphasized the role of digital channels during these times.

A recent report revealed that in the fourth quarter of 2021, the number of global internet users has already reached 4.88 billion, equating to about 62% of the world’s overall population. The same report also shows a tremendous increase in online users within the past year, signifying an annual growth rate of 4.8%. This means that about 600,000 people are added to the roster of new internet users on a daily basis.

From the current population of online users, about 90.9% prefer using mobile devices to browse the internet. Compared to personal computers, smartphones and tablets offer more convenience as they are more compact and portable.

Meanwhile, the report continues that there are already about 4.55 billion social media users globally, with the average person using these platforms for roughly two and a half hours per day.

As more and more people go to the internet for different activities, this means a growth in interest in various online content. It also paves the way for new trends and demands that marketers should stay on top of.

It comes as no surprise that marketers invest more in their digital marketing initiatives. Online marketing expenditures comprised about 58% of companies’ marketing budget in 2021. This figure represents a 15.8% growth rate in one year. It is also projected to rise by 14.7% in the next year.

Indeed, the COVID-19 pandemic contributed greatly to the rise of many new digital marketing trends and highlighted the need to adopt them in order to stay relevant in the industry. But as the world gears toward the age beyond the global health crisis, many wonder what will become of the marketing industry once the pandemic is finally over.

The marketing trends and practices that rose in popularity during these unprecedented times are likely to stay, alongside the continuous adoption of traditional marketing tactics. If businesses are still skeptical about implementing online marketing strategies, now is the time to revisit that thought and get started on their new campaigns.

It is also essential to keep in mind that running an online marketing campaign entails complex work that will require dedicated staff. Building an in-house team may be impractical for some companies. Often, larger firms have the means to create an internal team, but smaller companies might not have the same privilege.

Firms that want to harness the benefits of digital marketing but do not have the necessary resources to run it in-house may outsource digital marketing services instead. Hiring an external team of online marketing experts is a cost-effective option for many companies. They get to leverage digital marketing’s advantages without spending too much or compromising their productivity.

By outsourcing digital marketing services from a reputable agency, businesses can focus better on their core functions without worrying about the responsibilities of running the campaign. Digital marketing professionals are equipped with the skills, knowledge, tools, and experience to implement relevant strategies that produce favorable results.

Furthermore, they are capable of running marketing plans that align with the current industry trends and practices, including search engine-related marketing techniques, social media marketing, mobile marketing, and video marketing.

Additionally, online marketing agencies understand the needs of various enterprises, whether big or small. That is why providers offer affordable SEO services for small business. These reliable digital marketing companies work with their clients’ best interests in mind, enabling them to implement effective strategies without breaking the bank.

The marketing industry’s future will depend on how things turn out because of the pandemic. But many aspects are already becoming more evident. To learn more, see this infographic provided by Digital Marketing Philippines that gives insights into the marketing landscape in the post-pandemic age.

Marketing in Post-Pandemic Age


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