How lockdown has changed Digital Marketing

This year, like many other industries, Digital Marketing has faced substantial changes as customer behaviour shifts. From marketing plans to entire business models, the impact of lockdown has resulted in many businesses having to acclimatise to new ways of thinking.

Adapting to change is something that digital marketers are undoubtedly used to, but gathering research to prepare yourself for the changing online world could enable you to foresee changes as the industry evolves.

Whether you’re studying marketing or are just curious to learn something new, we’ve gathered some top-level changes in online behaviour that could prepare you for a wider view in business and marketing studies.

Video Content is appealing to more people

Lockdown restrictions lead us to new ways of staying connected. Breaking societal and generational barriers, even those who had previously avoided modern technology adapted to become more comfortable with things like video calling.

As a result, it’s much easier for users to consume video content, especially as an increasing number of people have shifted to home working, with 1/3 users now watching online video as appose to more traditional TV*.

Why? Well, without mobile data concerns, public transport, or the need for headphones, it’s simply much easier to watch video content without having to wait until we’re home from work.

Social Media is everything

Employees working from home or furloughed are spending more time indoors and for a lot of it, online. With 61% growth in engagement over lockdown**, social media is becoming a main point of contact, entertainment and even a news source.

As users become ever more reliant on social media, a key change in customer behaviour is the expectation of immediacy. The ability to be able to quickly tune in to events is now expected from consumers, so just having a Facebook page no longer cuts it. Message response rates, relevance and personality are now more important than ever.

E-commerce is rising

During lockdown, e-commerce sky-rocketed. Rising to 33.4% of all retail sales combined*, e-commerce sales have reached unprecedented levels. As more businesses have opened their doors since restrictions have eased, online sales are expected to remain high.

Naturally, this comes as a result of users growing more comfortable with online purchases. If we find a new, more convenient way of doing something, why change – right?

As the world evolves, you could say it’s better a time than ever to start thinking about the impact of Digital Marketing. The digital landscape is moving fascinatingly quickly and becoming an integral part of modern society.

Are you interested in learning more? Check out our MSc Digital Marketing course.

*https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2020/uk-internet-use-surges
**https://sendpulse.com/blog/marketing-post-covid19-quarantine
***https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/may2020

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