We all know
about the devastating impact, Covid-19 (Coronavirus) has brought in the lives
of people and the world. It has affected not only millions of people around the
globe but has also affected thousands and thousands of businesses running
physically.
The most
affected businesses are – travel, airlines, restaurants, hotels, events (to
name a few) as people in order to stop the virus spread, Government requested them
to stay in home and decrease their movements outdoors. On the other hand,
healthcare and essential food business saw a boost during such times.
The pandemic
saw an increase in the screen time and engagement in the online world either
for productivity purpose or for entertainment purpose as people are spending
their times indoors. Businesses from large to small are turning towards digital
marketing as it is creating an opportunity to shine during crisis
times. They are implementing their time and money to be creative and to attain
growth during the falling times with the help of digital marketing.
Read along as
this article provides you with the information regarding the affect of pandemic
in the digital world and the future of digital marketing during and after the
Covid-19 times.
The Affect of Coronavirus in the Digital Marketing World
The search
intent of people changed during the pandemic times as we have provided some
insights on it. The pandemic has also affected the PPC
(Pay-per-click) and conversions of some industries in the online world.
Social Media saw an increase in engagement of more
than 50% during the pandemic time as people were connecting with their loved
ones through social media. People were spending most of their times in social
media either for entertainment purpose or to connect with people.
The Organic Traffic. Industries like Pharma, Media, Food,
Finance, healthcare didn’t get affected by the pandemic but had a good traffic
growth ranging from 10% to 35%. News industry and finance industry had a lot of
organic
traffic growth as News had more than 30% growth and Finance on the
other hand had 28% growth.
The most
affected industries in the organic traffic are – travel, advertising,
transportation, real estate, construction ranging loss of traffic from 15% to
45%. Travel and advertising saw the most loss in traffic as Travel had a loss
of 43% and Advertising with 18% in organic traffic.
Well
e-commerce had a mixed in organic traffic as essential items were being bought
up by people. It saw an increase in growth after the lockdown was eased in
different parts of the country.
The Conversion in different
industries. Well
majority of industries like - travel, advertising, transportation, real estate,
construction as well finance saw a decrease in conversion rates from 5% to 40%
drop in conversions. On the other hand, food, healthcare and news industry were
the least affected with a conversion growth ranging from 30% to 56%.
The CPC affects. There have been no major shifts in the
CPC in the most of industries but CPA (Cost-Per-Acquisition) has increased in
most of the industries.
The Future of Digital Marketing after Pandemic
As people are
focusing more towards their safety which means people are getting habituated to
staying indoors and doing most their works indoors. They are preferring home
deliveries, work from home, learning online etc. during these times.
Problems do
bring some opportunities to business if they are able to find the solution for
it. The solution to bet on such times is – Digital Marketing. It will be safer
for businesses to spend bucks on digital marketing which means digital
marketing will be playing a major role and achieve growth post-Covid19.
The chances
of people watching ads on social media and engaging with problem solving content
is likely to increase. Business should focus on proving helpful services and
relevant content
to the people and focus on digital
ads to increase brand awareness. What marketers should focus is on social media
optimization as it is potential growth creator, writing content helpful
during problem solving issues in covid times, advertising effectively and most
importantly SEO,
helping companies reach and make aware of them to the consumers.
In the end,
it is to adapt to changes and to create the right strategy for growth and
sustainability.
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