It’s no secret that businesses big and small had a tough time navigating the pandemic. Public health and safety protocols were ever-changing and eventually led to widespread lockdowns worldwide. Though many businesses had to close their doors, a select few in different industries have successfully adapted to our new normal. Consumer behaviors have drastically changed due to shelter in place orders and isolation. Even in the new normal, the vast majority of consumers have shifted to making the bulk of their purchases online. The need for a smooth and seamless online platform or website has never been more apparent for both more modern and traditional businesses. Even the devices consumers use have shifted with more users on their mobile phone screens than any other digital device.
The marketing landscape has also shifted due to these new market behaviors. Traditional marketing principles and advertising practices have gone through a significant transformation. A stronger focus on digital campaigns and exposure versus conventional TV commercials or print ads has been proven to translate to better sales. The emergence of new markets and a drive to take brands global with the help of online platforms has strongly influenced how companies set their marketing objectives. Various factors back up e-commerce and social media as two key points to help businesses navigate the new normal significantly.
Mobile Devices
Your online presence no longer consists of just your company’s mission and vision on a simple text layout. A company website should allow consumers to know your core value and objectives and enable them to interact with you and your product or service. Whether in the form of an e-commerce platform for purchases or even just as customer testimonials about your product. Your website’s device compatibility also determines the traffic on your site results in a satisfied consumer. Many companies have tailor-made their layout to present best on desktop computers or tablets as these were previously most popular. As remote working continues to be a trend for most industries, this is can still be considered an effective tactic. However, we shouldn’t neglect how much of the market has shifted to primarily using mobile phones to browse the web. Developing your website for easy mobile device navigation can help make sure consumers leave your website with a positive experience.
Authenticity
Both are defined as legitimate products or services, and in terms of transparency with consumers, authenticity plays a vital role in your company’s image in the new normal. Multiple e-commerce platforms have popped up in the middle of the pandemic, so the market for forgeries and fakes has also increased. Promoting e-commerce channels for legitimate goods across all brand communications avenues is vital to ensuring consumers obtain authentic products. Your messaging also needs to highlight your authenticity. Overly processed, censored, and produced content for online platforms doesn’t sell like it used to. A more lifestyle and laid-back approach to content have been dominating, in large part due to social media. The rise to fame of platforms such as Facebook, Instagram, Twitter, YouTube, and TikTok within the past ten years has been a roller coaster ride for businesses. A constant throughout that journey has been the need for a more transparent and personal approach to content made for this platform. Hybrid utilization, such as Instagram allowing price or product tags in feed posts and ads, has made it even easier for consumers to view your ad and make it to the end purchase. Therefore, transparency and a commitment to regular content have made social media invaluable in an era where eyeballs are mostly only seeing screens and not billboards or newspapers.
Take Advantage of New Avenues
The focus on e-commerce and social media is primarily due to companies being willing and courageous enough to take advantage of new and evolving opportunities in the market. A great example would be the steps the restaurant industry has taken to not only stay afloat during the pandemic but thrive. Smaller restaurants have joined third-party delivery services and even established online ordering systems through social media or websites. Local cafes which were go-tos for the workforce for their caffeine fix in the morning started offering early or daily delivery services. Bars and breweries that used Citra hops for unique beer flavors were popular hangout places after work to de-stress, and they started providing their patrons with the option to pick up their new flavors or deliver variety bundles to them on the weekends.
E-commerce and social media go hand in hand in making the most out of your online presence. It’s not enough to be present. Staying on top of the latest trends and adapting them to your business model can set you apart from the rest and grow your market share even amid these difficult times.
