5 Ways Covid-19 Changed Marketing

COVID-19 changed how we do everything. Many are attempting to get back to the predictability of the "before times", when we really should be focusing on adapting to our new reality.

The pandemic lifted a veil, for the first time in modern society. We can't unsee the turmoil erupting from every corner of the world, or watching our support systems fail. In order to survive and thrive in a pandemic environment, we need to understand what's happening, at a human level.

5 Ways Covid-19 Changed Marketing

1) Authenticity or Bust:

According to the Bureau of Labor Statistics, the pandemic shifted the way 63% of the workforce performed their jobs. Shut downs, layoffs, strikes, price hikes, and inflation have caused a strain on Americans that hasn't been felt since the Great Depression. With worker pay not keeping pace with skyrocketing costs, people have less money, time, and energy to spend.

Now, you're not just up against your direct competitors, you're competing with household expenses, food, basic necessities, etc. So how can you grow your company in a world of shrinking funds?

This requires a deep dive into truly understanding what matters most to your customers, in order to provide authenticity and value on top of your service or product. Customers need to know that you have their best interest at heart, and you're not just selling at them. Developing any kind of long-term relationship requires time and effort. Most people can sniff out an inauthentic motive from a mile away... especially when it's coming from a brand.

2) Influencing the Masses:

Influencer marketing was around before COVID, but the pandemic's digital tidal wave ushered in a boom for influencers.

Influencer marketing combines the strength of Direct Response testimonials with the authenticity of word of mouth. Maybe it's the current size of the wealth gap, or overall exhaustion with celebrities and their price tags; but more and more brands are opting to build campaigns around social media influencing, harnessing the authenticity and audiences of online creators. Not to mention the speed, agility, and significantly lower cost of influencer campaigns, compared to traditional branding initiatives.

Matter Communications found 69% of consumers trust influencers, friends and family over information coming directly from a brand. The State of Influencer Marketing Benchmark Report for 2023 reflects that 83% of firms have shifted a portion of their budget to influencer marketing initiatives, making it a $21 Billion dollar industry.

3) Re-Routing Retail:

Another phenomenon rising from the pandemic is curbside pickup and BOPIS (buy online pick-up in store) services offered by retailers.

OnlineDasher statistics show 85% of shoppers have used pick-up options since the emergence of COVID, and a whopping 52% of digital grocery sales were picked up vs. delivered. And it's only getting more popular - with a 66% increase in consumers using pick-up options in 2022.

This means a huge portion of shoppers are no longer exposed to in-store couponing, merchandising, signage and displays. Now, businesses must incorporate robust digital strategies to capture the customers who don't see in-store marketing.

4) E-Commerce Boom:

With so many consumers opting for online shopping and limiting time spent in retail stores, businesses quickly realized they must elevate their e-commerce game, and do it fast.

Ensuring customers have a positive experience throughout the entire sales/marketing funnel is key to maximizing sales. Consumers have endless options of what, where, and how to shop, why would they buy from you? Because you make the process convenient and enjoyable for them, that's why! Any barriers in your e-commerce setup can be the difference between ROI and (as Scooby-Doo would say) Ruh-Roh.

5) Don't just be Proactive, Get Reactive:

Before COVID, marketing had its own rythm. You could set up a plan for the year, and sure, there would be shifts, but you could still calculate achievable projections and goals.

The pandemic turned everything on its head - including the economy and existing prediction models. With so many people's lives in flux, it's almost impossible to estimate if your marketing messaging will start generating sales in 1, 2, or 6 months down the line.

News consumption and social media feedback is at an all time high, and consumers want businesses to speak their language. Companies now market their values and announce a stance on issues in the social ecosphere. People want to know that there are humans behind companies, who care about the same things they do.

Marketers have it harder than ever before, when it comes to cutting through the noise, but this unpredictable environment also creates incredible opportunity for those who move from an authentic place.

With the emergence of AI, I'm sure the changes have only just begun. One thing is for sure; cultivating a genuine connection with your customers is THE force that drives success in the information age.