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Why digital marketing is pandemic proof

by Chloe Baird

The top benefits of digital marketing

Digital marketing has some clear advantages over print marketing. And, as our digital world continues to evolve and the amount of internet users increases year by year, so too do the options for digital marketing.

Creating a strong digital marketing strategy is important for your business to succeed – whether you’re a Small Business Owner or a professional Marketer.

There are a lot of benefits to digital marketing. For one, it covers a wide range of formats – from online ads, to search advertising, to social media marketing. And because digital marketing stretches across so many channels, it allows you to connect with a wide range of people. In addition, more Aussies are spending an increased amount of time online (more on that below), increasing your reach.

The nature of digital marketing also allows you to measure your campaigns, so you can assess the data to tweak and improve your next campaign. Thanks to tools like Google Analytics and Facebook pixel, this is easier than ever.

On top of all these benefits, digital marketing is also pandemic proof.

Are Australians spending more time online because of COVID-19?

Shopping on iPad

In their Digital 2020 in Australia report, We Are Social found that on average Australians are spending around 40 hours a week online. This is an increase of 37 minutes more each day since the last report. We Are Social also found that 1 in 3 minutes spent online were spent on social media.

With many of us working from home and choosing to stay in instead of going out, it’s no surprise that the number of hours Australians are spending online has only increased.

But one of the most interesting things that We Are Social noted in this report was that, because of the increased threat of cyber attacks, data leaks, and general mistrust around the use of data, more people are turning to ad blockers in a bid to protect themselves online.

This means that marketers need to get smart if they want to reach the 22.3 million Australian internet users.

Digital marketing strategy during the pandemic

Working in cafe

Digital marketing can be seen as pandemic proof because it has not only survived through these difficult times, but has also managed to thrive. With more Aussies spending an increased amount of time online, this presents an opportunity for savvy digital marketers to launch a successful campaign.

Our top 5 tips for your digital marketing strategy during the COVID-19 pandemic:

  1. Make sure your website and social media channels are up to date
    Because in-store visits have dropped significantly and internet usage is up, it’s more important than ever that your online presence has had the digital equivalent of a spa treatment. This goes for website maintenance to fix any bugs, making sure the info on your social pages is up to date, and ensuring any information displayed on Google (business hours, etc) is current.
  2. Prepare to adapt
    Even if your business is doing well during the pandemic, your customers may be facing challenges of their own. Do your customers have new or altered pain points? What challenges are they facing right now? Are there ways your business can help them overcome these issues?
  3. Stand out from the crowd
    Are you sick of hearing the word ‘unprecedented’? So are your customers. Steer clear of clichés during this time, and find unique ways to interact with your customers. Chances are, your competition has also upped their digital marketing game during this time, so you need to work extra hard to make sure you stand out.
  4. Be authentic and compassionate
    Customers value authenticity. Especially during this time, your customers don’t want to see empty gestures and meaningless platitudes. Find ways to show that you really do care about your customer base and that you value their business.
  5. Communicate clearly at all times
    You will need to keep your customers updated about any changes to your business, and reassure them if they have any issues. For example, it may be necessary to let your customers know that your 3-day delivery time can no longer be guaranteed because of an increase in demand.

If you’re a small business owner, you might also find our blog about How to get the most out of social media marketing helpful.

What does the future of digital marketing look like?

One of the reasons why digital marketing is so successful, and why it is considered to be pandemic proof, is because of its ability to react and adapt.

Unlike a billboard ad, you can update your website in a matter of minutes. Unlike a print ad that’s been sent off to the local paper, you can make edits to your Instagram post even after it’s gone live.

Digital marketing will continue to adapt, change, evolve and grow in new ways during and after the pandemic. And if you want to stay ahead of the curve, you need to be constantly honing your skills.

Whether you’re a professional Marketer or a Small Business Owner, Open Colleges offers a range of qualifications and short courses that will help you up your marketing game.

If you’re ready to find out how to create a successful digital marketing strategy, then learn more about our online courses today.

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