A new customer persona has emerged during the pandemic. Nearly 60 per cent of Canadian shoppers said they’re shopping online more now. Businesses who were already ahead of the curve in the digital marketplace are poised to recover faster than their competitors and thrive in this new normal. So, what lessons are there to be learned about digital marketing during the pandemic?
A consumer report commissioned by Visa in the UK revealed that 24 per cent of online purchases during the pandemic were made through a social media platform. Coined “Swipe Up Shopping,” surveyed consumers highlighted the convenience and speed of purchasing with just a click or swipe. It is no surprise then that spending on social media advertising in Canada is expected to grow to nearly $3 billion USD by 2025.
It is clear that customers want a streamlined process from seeing an ad on social media and being able to purchase. Optimizing customer experience on websites and owned social media presences will be a must going forward.
According to the Canadian Internet Registration Authority (CIRA), more than six in ten Canadians report their screen time has increased during the pandemic, and nearly 60 per cent say they will not be decreasing their time on the internet even after the pandemic is over. Simply put, the pandemic has driven more Canadians online and they’re staying there for the foreseeable future.
A robust digital marketing plan will enable businesses to reach the growing number of online Canadians. Digital means of communication can allow businesses to be more agile in their marketing and reach. In addition to social media and websites, businesses can communicate with customers through online events, video, and zoom calls.
A report from Reshift Media concluded that brand loyalty has decreased during the pandemic. A more engaged, online consumer is concerned with a brand’s values, such as sustainability, trust, ethical sourcing, and social responsibility. Consumers now don’t just want great products or services; they also want to know what your company stands for and whether their values align. A sophisticated digital marketing effort can educate consumers and build relationships.
However, digital marketing isn’t as simple as “if you build it, they will come.” Your brand may be telling a great story, but unless consumers are paying attention then it’s pointless. Maximizing search engine optimization will elevate online brands and make them more discoverable for consumers.
If you would like help with digital marketing during the pandemic, please contact us today.