Emerging trends in digital marketing post-COVID-19

With a nearly 100 percent increase in online sales in India, businesses and entrepreneurs now realise that the shift might be more formidable and long-term than they ever thought.

At no point in human history was the populace so aware of the economic consequences of a pandemic. Initially, the reaction to the COVID-19 outbreak ranged from sheer panic to brands scurrying to make what they could before the apparent and inevitable shutdown.

India recorded a staggering 120 million regular online shoppers in 2018, and with a CAGR of 28 percent, the online shoppers are expected to reach over 200 million by 2025.

But while the COVID-19 situation has turned out to be an unmitigated disaster for many businesses, hundreds of others have taken the consequences in their stride. Industries were already establishing their presence online before the pandemic hit.

Now, with a nearly 100 percent increase in online sales in India, businesses and entrepreneurs realise that the shift might be more formidable and long-term than they ever thought.

The rise of a digital planet

The future is now, and it is digital. More and more people are shopping for everyday needs and luxury items online. From groceries to sanitisers and from clothes to washing machines, the need to physically visit a store to shop continues to fade.

And, as the behaviour of the consumer changes, with it, changes the traditional marketing trends. Considering that, here are the emerging trends that one can expect to see in digital marketing.

1. A more integrated approach

Digital marketing cannot work in isolation. Experts are suggesting the rise of integrated marketing where brands are aware of the changing needs and behaviour of the consumers.

Marketers would need to understand the customer at every step while making use of custom tools, data, and tech to stay ahead in the game.

Traditional brand models offer customers a generalised experience. But the keywords in the new models would be “personalised” and “relevant” instead of a wholesome experience designed to cater to everyone.

“Marketers in the post-COVID-19 era will have to rethink what technologies they really need, which ones can help them save money, and which ones can help them transform their businesses that have been altered by this crisis.

Marketing technology that helps with the above business needs will therefore be considered essential and the rest may end up in the garbage heap of tech-driven promises that never delivered true Marketing ROI”, says Diaz Nesamoney, who founded Jivox just before the financial crisis hit the world 12 years ago.

Consider the traditional brand funnel structure that has been used to trace the behaviour of a client. The structure begins tracking from the moment the consumer realises the need for a product and begins his search for it to the moment when he actually makes the purchase.

When it comes to a digital market, such trends become outdated. The consumer in this case might not even be aware of a product while surfing the internet.

Carefully placed ads on social media or related searches on e-commerce sites are then used to pique their interest. Online reviews and specifications are other vital aspects that drive customer interest and ultimate purchase.

In this scenario, following a traditional brand funnel that assumes unchanging behaviour in consumers would prove to be a bad idea. Thus, the need for new tools and trends in digital marketing is rising.

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