What Pandemic Inspired Marketing Behaviour is Most Likely to Stay
Marketing behaviour is constantly changing, regardless of the circumstances that have surrounded the year. Oftentimes though, the reasons for these changes are a direct result of what has happened in that year, and that has never been the case more so than in 2020 and 2021. The pandemic shook the modern world in a way that it has never been shaken and with that came altered attitudes and behaviours from consumers and towards marketing.
Now, as the vaccine is rolled out continuously and restrictions have eased, the dust is starting to settle and the adaptations that are looking likely to stay are becoming clearer. It is obviously very important for businesses to remain on top of these adaptations in order to recover and thrive in the aftermath of the pandemic.
This article will consider the changes in marketing that have occurred throughout 2020 and 2021 that are likely to stay and that businesses will need to implement into their future marketing strategies.
The New Normal: Digital Shopping
Yes, it won’t surprise you to hear that digital shopping is here to stay. As the high street closed and social distancing was imposed nationwide, consumers had to find a way to shop differently. As such, there was a dramatic rise in the amount of online shopping and e-commerce that people engaged with, and that rise is not seeing any sign of slowing down.
The rise was astronomical for some organisations as global conglomerate Amazon saw a record-shattering year and people who have begun shopping online as a result of the pandemic have confirmed they intend on carrying on doing so. As such, regardless of what your business strategy is moving forward, having a presence online will be absolutely essential.
Brand Loyalty is Eroding
As there has been an increase in online shopping, so too has people’s access to content increased. As such, there is less of a willingness to engage with brand loyalty as people are keener on trying new things. This could be both a good and a bad thing. It’s bad for brands who rely on the loyalty of their customers; however, for smaller businesses, there is a larger audience available who are willing to engage with their products and services.
In terms of marketing, this highlights just how quickly marketers are going to need to pinpoint where consumers are going in between purchases. This could mean there will be a larger reliance on social media marketing to try and target consumers on their most visited platforms, there will also be an even larger emphasis on SEO and other content as people will be willing to search a term and click on the first results that come up, regardless of whether they’ve heard of the brand or not.
The Localisation of Marketing
There have been a lot of people moving out of urban areas and heading towards the suburbs and rural regions throughout the pandemic. As such, many more shoppers are taking to neighbourhood stores and buying more locally. As a result, localised content, networking and personalisation should be used by small businesses to capitalise on this. This will not only generate more traffic but will strengthen the connection with your audience, which will hopefully bridge the gap that is left in a lack of brand loyalty now.
A Balance Between Sustainability and Hygiene
We have had to really hone in on the importance of contactless activities in order to improve the hygiene of different stores. There will be much more of a reliance on self-service checkouts and single-use packaging will also be utilised a lot more. This doesn’t mean that sustainability goals will diminish though, as organisations will still be expected to take steps towards lowering their carbon footprint.
Realistically, the changes that have come in the wake of covid-19 all stem from what was initially mandatory and is now a voluntary attitude towards staying at home. Though the economy is reopening, many consumers are still hesitant to engage with regular activities that take place outside. Anxiety surrounding restrictions being dropped means people are more hesitant to go to restaurants, gyms and more so than ever are scared about shared spaces, such as public transport, offices and shops. The increased use of the internet as a result of lockdown, for these reasons, will continue, so businesses will need to adapt accordingly.
This increased use of the internet will mean that businesses will need to ensure they have a strong online presence. It will also mean that consumers are less likely to adhere to brand loyalty, due to the fact they will literally have the world at their fingertips. Then, when they do decide to exit the home to shop, they will likely stay local. Businesses need to ensure that they are engaging with online marketing as a means to appeal to the masses and are focusing on localised networking to appeal to those in their surrounding area who eventually decide to go out.
Of course, catering your business marketing in such a way will be difficult, which is why it is a good idea to engage with the services of a global performance marketing agency such as YouYaa. YouYaa has a plethora of positive client testimonials for their ability to market organisations online in a way that offers 100% transparency, as well as no hidden costs and honest, friendly advice.
If you have read the above and are ready to begin strengthening your business place online, becoming more visible to the masses whilst still focusing on locality, then you should contact YouYaa today. Also, do not hesitate to get in touch for just a friendly chat. If you have any questions about our services or what we can offer, we will be more than happy to help.