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Online Marketing: A New Reality for Brands After COVID-19 Pandemic

online marketing
online marketing

The Covid-19 pandemic upended the marketing landscape shook the customers’ journey and branding. Two years in, there’s no going back to the old normal. Businesses that implement digital marketing practices have updated their marketing strategies by shifting their business to online platforms, mobile applications, and mediums like WhatsApp and other social media platforms for marketing.

Let’s explore what changes the COVID-19 pandemic introduced in the branding and marketing landscape.

Shifting to an E-commerce Platform

After the COVID-19 pandemic, businesses continuously shifted to online platforms, and e-commerce has seen a tremendous rise in terms of customers, traffic, and revenue. This is because Customers with no option to buy what they needed online just went to another site or brand.

According to Statista, between (2020-2021) a surge of 22 billion visits in June, up from 16 billion visits just five months earlier, in January.

According to GlobalData research, 90% of the top ten eCommerce sites like Amazon, Shopify, and Alibaba achieved double-digit revenue growth. This was due to a boost in the number of people visiting online retail platforms due to Covid. 

Online Marketing – The value of Online Community

During Covid, a Facebook survey states that 90% of people have supported others through an online group or community. In comparison, 95% felt a sense of belonging by being part of a group. This shift in people preferences and trust in online communities provides marketers with an opportunity to associate with niche audiences in a meaningful way to develop a loyal community base.

Marketers commonly use paid search activity (also known as performance marketing) as it’s easy to measure return on InvestmentInvestment (ROI). Also, it enables them to evaluate campaigns that work and those that don’t. Whether through social media advertising, sponsored advertising, or affiliate marketing, brands can link spending to action such as a lead, sale, or click. 

The sudden rise in online traffic during Covid-19 influenced more brands to turn to online channels to connect with customers. This created a competitive environment and pushed many marketing teams to reevaluate their marketing strategies and return on Investment within budgets. After all, according to Statista, global spending on advertising is predicted to reach $790 billion in 2022.  

Whatsaap Marketing

As pandemics forced people to stay at home, their preferences and online behaviors have significantly changed. Customers expected a better online experience from brands. If their expectations were not up to a brand’s delivery, they went elsewhere to achieve it, and competition is fierce.  

Customers want to feel valued, so they expect brands to deliver a digital experience as expected. Brands need to be actively available on digital platforms to provide solutions via online chat capabilities or WhatsApp marketing messaging. 

During the pandemic, consumers became used to options like curbside pick-up, which has succeeded for large and small scale retailers. At the same time, many big giants partnered with delivery services such as Deliveroo to retain customers.

Many also shifted their business to delivery apps. Still, the challenges have started to turn as restaurants need to reduce their margins and have pursued home delivery options, making the restaurant industry’s future an exciting movie to watch.      

The Next Road to Online Marketing

The change in consumer preferences and online behavior means shifting their marketing and services on digital platforms. This is where online marketing comes into play. Online marketing is not limited to website development or Facebook ads, but also mobile applications and mediums like WhatsApp business accounts.


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Neha Malhotra01

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