The COVID-19 pandemic has affected virtually every industry. The results of the crisis have been disruptive – and destructive – especially to businesses such as brick-and-mortar retailers and dine-in restaurants. A few select industries have seen increased success, however. The technology sector is one of them.
Tech companies and services “are inadvertently demonstrating what is possible with technology, and wiping out any doubt that the future of business is digital,” wrote Dennis Kirwan, CEO of Dymic Digital, on Forbes.
“As such, marketing has never been more relevant and necessary for businesses of all sizes to ensure they can be found by consumers online,” Kirwan said.
It doesn’t seem likely that any enterprise trying to survive the pandemic — from solo freelancer and mom-and-pop shop to the conglomerates — could make it without an online presence. Of course, many businesses use multiple digital channels and platforms to promote their messages, products, services and content. However, the smartest businesses communicate in language and style and via content aligned with the demographics and preferences of their potential customers.
Adjusting Digital Strategies and Services
Real estate is an outstanding example of how tech-savvy industry professionals were able to pivot quickly to technology-delivered customer interactions as the pandemic’s restrictions persist.
“Technology has allowed buyers and sellers to move extremely quickly from start to finish,” said Nick Ron, CEO of Washington, D.C.-area House Buyers of America, in an article for Washington Blade. Ron mentioned services such as showing properties using the FaceTime app, as well as 3D tours and virtual open houses. Plus, he wrote, “Signing documents over email using e-sign is also the new normal.”
As the speed of digital innovation accelerates, the success of real estate’s response to the pandemic illustrates how important it is for marketers to keep up with the technologies and trends that will help them adapt to market circumstances and to meet the needs of customers.
“After all, Digital Darwinism is an unforgiving reality,” according to an article titled “10 Trends in Marketing in 2020” by the Marketing Institute (DMI) blog. The post cautions that “if you don’t adapt, you’ll surely be left behind.”
Here are a few of the trends mentioned in the article that marketers may want to consider.
The Future of Facebook
In 2019, Facebook reported to its investors that the platform had 2.45 billion monthly active users, the most of any social media platform. But, according to DMI’s post, the service faces:
- Credibility issues arising from:
- The September 2018 data breach when hackers gained access to the personal information of about 14 million users among the more than 30 million accounts affected
- Instances of political propaganda, cyberbullying and misinformation
- A downward trend in youthful demographics
- Pew Research reported in 2019 that 46% of adults 65 and older use Facebook
- Younger users, who don’t want to use the same platform as their parents and grandparents, favor interactive experiences and visual imagery, which they can find more of on platforms like Snapchat, Instagram and TikTok
Although Facebook may be losing popularity, its sizable presence in the social media landscape give it staying power.
Instagram May Be a Good Alternative to Facebook
With Facebook’s demographic skewing older, marketers trying to reach younger audiences may want to consider other platforms, such as Instagram.
With its emphasis on visual content and its rapid growth trend, Instagram is appealing especially to consumers under the age of 30. Its algorithm differs from that of Facebook, however, so it is worth researching how to best reach your audience on this app.
Video Is a Must for Marketing
The multi-sensory experience of video is more engaging than text and still-image content. It’s especially effective when the experience is streaming live and features influencers such as celebrities, athletes or musicians directly addressing audience comments.
Twitch, YouTube Live and Facebook Live are popular platforms for real-time streaming.
Cover All the Bases With an Omnichannel Strategy
Omnichannel marketing — through email, apps, social media, blogs and websites — uses multiple touchpoints to deliver consistent brand and product messaging to customers.
It’s worth investing time and resources to evaluate your business’s online presence. You might be surprised at how easily you can access your potential consumers through targeted campaigns on social media.
Learn more about YSU’s online MBA in Marketing.