It’s no surprise that Covid-19 has transformed the way we market and do business. More companies are trending towards remote, which will impact the way consumers interact with brands. So, what will digital marketing look like post pandemic?
Here are five key trends in digital marketing that marketing strategists should be prepared for post-Covid-19:
1. Digital & Mobile First Strategies
According to Business Insider, 46% of people in the US reported increased social media consumption during Covid-19. As a result of more people staying home due to the pandemic, digital content consumption has gone up, and more people are spending time on the internet .
It’s no surprise that the best way for brands to reach their audience is through digital and social advertising rather than traditional out of home media.
For the past several years, we’ve seen a trend toward digital and mobile first marketing. Even tech giants like Google are favoring content and advertising that is optimized for mobile. As marketers, it’s important that we continue to monitor digital trends and stay up to date on best practices for digital advertising.
2. The Rise of Voice Search
As internet consumption has increased both before and during the Covid-19 pandemic, we’ve seen an increase in consumer use of voice search. There are currently more than 33 million voice-first devices (like Google Home and Alexa speakers) in circulation and, according to Google, 27 percent of the global online population is using voice search on their mobile devices.
Even before the pandemic, voice search was increasing in popularity and we’ve seen a steady rise in its use throughout the pandemic.
So how can we, as marketers, use voice search to improve the performance of our campaigns? There are several ways that we can leverage voice search, including incorporating long-tail keywords into your optimization strategies and optimizing your content for common queries.
You can also use voice search to:
Target Google SERPs
Many Google SERPs involve questions and answers that users search with Google’s voice assistant. You can target these queries and answer them in your blog posts.
Target “how-to” Keywords for Content
Most of the snippets are made of “how-to.” If your content’s topic is also a how-to topic, then it’s more likely to land a snippet.
As the trend toward voice search continues, it’s important that you’re optimizing your content to appear in the results.
3. Video Marketing Should Be Your #1 Priority
Video content has steadily taken over the digital realm for the past couple of years (we’ve seen a prioritization of video content on social platforms since 2019), and throughout Covid-19, video consumption is off the charts – especially with TikTok’s rise in popularity. From zoom classes to live streaming events, videos have become the primary tool to engage and interact with your audience.
According to a survey conducted by Wyzowl, 85% of businesses are using video as a marketing tool and 89% of video marketers say that video gives them a good return on their investment.
A recent study by Elite Content Marketer, also showed that 54% of consumers preferred video to other forms of content and 66% of consumers prefer videos of products or services. The same study also showed that video advertising is the number one way customers are moving from the discovery phase to the purchasing phase.
Platforms Where Digital Marketing Strategists are Leveraging Video Content
Facebook hosts the highest number of brand videos at 71%, while Instagram comes in second with 68%.
All of these platforms offer unique opportunities to target audiences. Facebook and Instagram ads are highly targeted and customized at niche audiences.
Similarly, different audiences exist in different places. Linkedin is a preferable choice for targeting B2B businesses, while Facebook and Instagram are better for B2C businesses and e-commerce brands.
4. The Power of the Influencers
Influencer marketing is nothing new. For the past several years, brands have looked to influencers to promote their products and services to their audiences, but Forbes argues that influencers have become more important during the pandemic.
For brands and marketers looking for a more organic approach to social advertising, influencers are a great option because their audience is already defined and they’ve established trust with that audience.
Influencer marketing is a valuable tool for brands because influencers have an engaged audience within a specific niche and audience that regularly looks to them for advice and recommendations within their niche.
Choosing the right influencer in the right niche is vital to the success of an influencer marketing campaign. Fortunately for brands and marketing strategists, there are plenty of tools that can be used to identify the right influencers in your budget and the niche you’re looking to target.
5. Use Sentiment Analysis to Better Understand Your Customers
Sentiment analysis is another trend that is quickly carving its space in the marketing strategist’s toolkit. Sentiment analysis uses artificial intelligence to determine the emotion or the “sentiment” behind a consumer’s response
The Inner Workings of Sentiment Analysis
Sentiment analysis can be leveraged on a variety of channels, including social media monitoring, text and keyword processing tools, and natural language processing (NLP) tools. With these tools and algorithms, sentiment analysis models can detect whether the customers have negative, positive, or neutral opinions about products and services.
Sentiment analysis can provide marketing strategists with valuable information in regards to their consumers’ general attitude toward their brand. It’s important for marketers to note that sentiment analysis is not infallible and to make time to analyze all sentiment reports.
We’re living in a digital world and it’s important that we, as marketers, stay on the cutting edge of digital trends. Leveraging the latest tools and staying abreast of the continual changes in the digital market will help set your brand apart.
If you’re looking to amplify your brand’s online, Brand Manifest offers a wide variety of services from branding to hyper-local marketing campaigns. Check out our full suite of services here for more information.