It is essential that marketers adapt to the dynamics of the market and evolve in order to survive in the post-COVID world writes Prasad Shejale.

Coronavirus pandemic has transformed businesses around the globe, making marketers to rethink and completely rework on their marketing strategies. The current situations have also been altering consumers habits and behaviours in a great way. Maybe also a few things that were never seen before by the marketers. In this challenging situation, it is essential that marketers adapt to the dynamics of the market and evolve in order to survive in the post-COVID world.

Here are some key trends in digital marketing that will help marketers to rise in the post-COVID world.

Digital platforms – a trusted channel and key game changer

How will the situation change, how the economy will revert back, for how long the changed situations and the changing consumer behaviour will prevail, etc. It is really difficult for anyone to answer these kinds of questions at the moment. We, as marketeers, really need to work on every aspect of marketing and consumer behaviour with a fresh outlook. Some of the altered consumer behaviours we see lately can be termed as a ‘Shock’ response while some habits will resurface later and might act as ‘Change agents’.

There are also some behaviours that have developed and evolved among the consumers in a speedy manner these days like digital payments, acceptance to digital ways of doing things as well as more trust in digital channels.

This is an interesting avenue for marketers. However, it doesn’t have to be a traditional vs digital debate. Consumers will keep hopping between physical and digital touchpoints as per their convenience. That’s exactly where Digital Marketing will play a crucial role.

Integrated approach

In the post-covid world, Digital Marketing cannot work in isolation. One needs to compliment it basis the overall brand goals keeping in mind the consumer experience in a way that helps the brand achieve the goals set. I definitely expect to see more of an integrated approach being followed by marketers covering media, creative, tools, technology, data & insights while always syncing with the consumer experience. Marketers will have to put together their tools to collect relevant information and understand the consumers, analyse the data for delivering personalised experiences that will be relevant for every stage of the customer journey. There will be a renewed focus on understanding cross platform and cross device behaviour of consumers including online to offline, offline to online shift habits. Evolved brands will surely relook at the KPIs of various channels and will have to put together newer ways of attribution for every channel. 

Snackable video content

We have seen a tremendous surge in the consumption of OTT these days. With restricted environments and the ever-growing need for entertainment, leisure activities, etc. consumers are spending a lot of time on the internet while they try to cater to such needs. Also, with the rising popularity of video content among users, there will be considerable focus in this avenue. Brands will want to make the most out of this habit of consumers too. They will start creating more of snackable video content specifically curated for social media consumption. There will be a good mix of content that is informational, casual, motivational as well as promotional while ensuring that the brands add value through the content for the consumers.

Alternate shopping platforms

With the changed ways of doing things and social distancing norms, consumers’ shopping habits have changed too. Shopping from physical stores is seeing a decline and is mostly limited to essentials. This behaviour will continue in the post-covid world as well. Brands are already making efforts to create alternate shopping channels and platforms. These alternate channels will stay for longer and will help brands stabilise their business. Marketers will explore online platforms, shopping options on social channels and shoppable posts wherever possible. Adding to this, catering to the convenience aspect of consumers and following personalised yet responsible approach will help the brands significantly.

Valuing people and building relationships

While digital transformation will be a buzzword, true winners will be those who understand digital platforms really well and are able to put together a holistic strategy that is suitable for brands as well as consumers. The importance of People and Partners with the right Processes will be paramount. There will be a lot of iterations in the relationships between brands and digital marketers. Marketers will need to cautiously work on it while ensuring that they help the brands in their growth in a responsible way. You will have to be with them at every step as they restructure their functioning and evolve along with the changing customer journeys.