The onset of the covid-19 pandemic has had adverse effects on almost every business, including digital marketing. The government formulated measures, including social distancing that prompted the transition to working remotely. With the shift to working remotely, there was a necessity for brands to be marketed virtually. The crippling effects that the pandemic witnessed in the early stages of the first wave have lasted for quite some while, and in particular businesses, they can be long lasting. Certain companies had to pivot. For example, clothing manufacturers switched to the manufacture and distribution of masks and distilleries switches to hand sanitisers. As far as digital marketing is concerned, various brands moved to social media platforms providing free lessons and tutorials and entertaining and engaging content to attract the attention of people who were required to remain indoors. The behaviour of the public and business towards digital marketing and agencies concerned with digital marketing also changed. A look at review sited such as the UK collected reviews and tech products reviews can help one understand the public perception towards digital marketing and related agencies in the wake of the pandemic. This article considers digital marketing in the UK in the Covid-19 times intending to look at specific areas that businesses may need to reconsider and channels they should draw their attention to if they are to thrive the pandemic’s effects.
With the pandemic except if a business sells goods that have been deemed essentials, they should reduce their expenditure on paid search. This is because generally, search is down. If you are offering consumers a product or service that isn’t a priority, it is prudent that for the moment you don’t spend much on paid search as this could not offer returns that are worth it.
The fact that staff have switched to working remotely means they are most likely spending much time on your company’s website. This suggests that data of your Google analytics might be a bit off. Most of the guests on your website might be your staff. This is a point that you should consider while analysing and monitoring your analytics traffic and reports.
The fact that people have been looked in their homes means that they have lots of free time, and thus the use of social media has risen. While people are working from home, the environment isn’t as restrictive as the office environments, and they can access their phone for the whole day. They will thus spend more time on social media. In this period, businesses can look for ways to reach a wider audience by sharing content that entertains. Content that is optimistic or positive will be received warmly as it would keep people away from the doom and groom that the pandemic updates are presenting. Keeping the crisis in mind while posting will attract attention that it would have otherwise not gotten.
Paid social ads
The fact that clients are spending more time online implies that there will be an anticipated increase in digital ad spend. With less travelling and commuting, businesses can use this as an opportunity to advertise to consumers who in their downtime are browsing social media. They have extra time to pay attention to ads that they would have otherwise not.
Checking emails doesn’t cost, and thus with the fact that a majority of individuals are working remotely, they have access to emails all day and will be checking them more. Businesses that target their audience with engaging emails might gain traction as opposed to before when most people were usually busy. Ensure the emails are sent with the crisis in mind.
With a drop in the demand of search, SEO would also experience the same effect. Typically SEO doesn’t cost. Instead, it involves spending time making the right optimisations, and with the fact that a majority of companies have additional time, it’s the best time for them to take a step back and re-evaluate the SEO approach and how they can improve it. There are specific terms that as a result of the pandemic will be gaining momentum. Businesses and the public’s search behaviour have also changed, and this should be important points of considerations in your how, where and when of your ads SEO efforts.
In conclusion, the pandemic has affected digital marketing as outlined above. What is essential for businesses to consider right now is adjusting and how the pandemic’s effects on digital marketing may benefit them.