How COVID-19 Has Affected Marketing
COVID-19 has changed everything we know from grocery shopping, education, our work, and of course, marketing. Below are just a few of the many ways the world of marketing has transformed in the past six months.
1. Target Markets Now Want Different Things Out Of Businesses
Let’s face it, the world we’re living in has completely changed due to the pandemic, and with that, perspectives have changed. People now care more about their health, their family’s health and the way companies are responding to those things.
Because COVID-19 has transformed the lives of target markets, target markets now want to see how a company’s product will fit into their new life. People now have new routines, new styles and new interests. If you’re not telling your consumer how your product can still fit into their life, chances are they aren’t going to make room in their life for your product. Ways you can show your consumers how your product can still fit in their life is: offering sanitized shipping services, offering curbside pickup and providing social-distanced shopping.
2. Organic Traffic In Some Industries Have Slowed Down
Organic Traffic is when a consumer searches for your business through a search engine. Since COVID-19, a lot of industries have seen a drastic decrease in their organic traffic.
The industries that have seen this decrease in particular are: travel, transportation, advertising, insurance, real estate, software and energy.
There are also industries that have seen an increase in their organic traffic such as the news instrusy and finance industry.
If your business has suffered from a decrease in organic traffic, don’t be discouraged. There are still ways to reach your target market during this trying time such as purchasing ad space on various social media mediums.
3. Engagement On Influencer Posts Have Gone Up
Recently, CreatorIQ did a study over Instagram Influencers’ posts. In that study they analyzed posts that included the hashtags #coronavirus, #covid19, #covid and #pandemic. All together, the posts that were made by influencers under this hashtag exceeded 3 million engagements.
There’s also been an increase in engagements with influencer posts that don’t include coronavirus related hashtags. As people have more time to scroll on Instagram, they’ve directed their attention to products influencers are selling now more than ever.
If your business is being negatively impacted by COVID-19, consider redirecting your focus to social media posts that include popular hashtags.
4. People Have Been Spending More Time On Facebook
Before COVID-19, Facebook was experiencing a decrease in traffic as people had moved their attention to social media platforms such as Instagram, Twitter and Tik Tok.
Since COVID-19, people now have more time on their hands which has caused them to regain interest in Facebook. Facebook has seen a 70% increase in the time spent on the app and a 50% increase in time spent messasging on the app.
Although Facebook is experiencing more traffic due to COVID-19, Facebook is experiencing an extreme decrease in ad revenue.
Conclusion
Although these times are trying and the world of marketing is changing everyday, don’t be discouraged. Your business may feel alone in this time but every business is experiencing the same thing to some degree. If your business’s marketing has been negatively impacted due to COVID-19, reach out to us at ECLPTC and we can get you back on the right track.
