How Digital Marketing Scope Is All Set To Disrupt Market after Covid-19
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The spread of the Corona virus pandemic is a worldwide threat which is inevitably a serious threat, not only the human safety and the health sector, but also a great challenge for the business in many ways. This is actually true for any serious pandemic but the case of the COVID-19 is pretty handy, considering the ease of transmission, and also the fact that it is a global threat; already impacting every part of the world.
Efforts are being made massively to ensure an end to the deadly virus, but a business-oriented concern is one big question of time, how long will it take to eradicate this virus? Especially when there is no direct cure yet! Commerce will have to evolve into a form capable of surviving the restrictions of the pandemic; lack of movement, avoidance of physical human contacts, prevention of crowd scenarios and others.
This necessity for the evolution of the market is majorly in support of online enterprises like eCommerce, digital marketing and others. Out of these opportunities, digital marketing stands out, not only because of its direct value but also because of its flexibility, digital marketing interacts with every online franchise and it also works in partnership with offline businesses in real life.
Firstly, before we explore the created opportunities in the ever expanding online platform, let’s get into the major effects of the pandemic on the economy and how the wrinkles reflects both on individual enterprises and the larger industry. The Future of Digital Marketing in India is here, it’s in general The Future of Digital Marketing In 2020!
Changes in Trend Patterns
The most obvious tilt resulting from the recent turn of things is the great fall in visitation of stores. This is about 90% in a range of one month. This is because of the social distancing practice and avoidance of unnecessary trips, a lot of businesses are pushed into either closing the offline stores or reducing store capacity. Brick-and-mortar stores are the most affected, due to direct limitation of foot traffic.
A lot of advertisers monitor the effectiveness of their Google Ads by noting the conversation to store visits, these stores are offline. These stats are used to optimize Pay-Per-Click campaigns and the metrics have shown serious challenges over the months, due to COVID-19 restriction of movement.
The drop in store visits was first noticed majorly by advertisers towards the end of February. Store visits reduced by over 20 percent during the early days of March. By the second week of March, visits dropped by over 40 percent due to exponential spread of the virus. The restriction of global traveling also contribute to the drastic drop in store visits globally.
Future of Digital Marketing 2020
A lot of traditional businesses that bank on physical patronage, both small scale and large scale store, must direct their energy towards online campaigns to fetch them customers. It’s not enough to just create an online presence, Google search traffic is at an all-time-low since the outbreak, therefore, the web marketing process must be done with careful moves. You can also leave the job for a Digital Marketing Agency if you have some cash to spare.
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Let us proceed to the necessary strategic moves that are needed.
Create a modest website
Such a website that is to represent a firm or company does not need to be complex, it should be easily understandable because the goal is for customers to relate properly without stress. If the business is small scale, Google has a support for simple website builder which is free. The landing pages of the website should be properly optimized for Google.
Be hosted on Google My Business
This is a platform to showcase your business, the avenue allows you to display details like descriptions, address, working hours, pictures, posts and it is accessible by Google search and Google Maps.
If you are hosted on the service already, you should update the details of operations, in case they have been altered because of COVID-19. You can also add notices about whatever changes that clients and potential customers needs to know, that is due to the fact that the pandemics make because some changes to regular business schedules and operations.
Social media engagement through Digital Marketing Business
Some customers are more into social media like Facebook, Twitter and Instagram. A strong presence on these platforms might be handy, well over websites or Google services. Also, apart from reaching potential audience, regular clients are easy to meet on the social media, you can readily connect to them. A business page on Facebook is free, it is a straight forward way to connect with your audiences, and also, finding you on social media assures them that you are open and functional, especially when they get periodic updates.
Use Google Merchant Center to host your products
Regarding the heavy drop in physical visits for traditional retail, e-commerce presents a beautiful opportunity to ensure the sales are maintained. Create an account and upload your products on the Google Merchant Center to start online sales. You can constantly get your inventory, lists and prices updated using automatic feed, makes the job easier. Also, make sure your choice of words are carefully selected, in order to be easily found.Digital Marketing for Small Business and even Digital Marketing for Startups are very eligible for this strategy too.
Run Online Promotions
A few basic tools are enough to make plenty people discover your business, you’ll be surprised. This is very important, regardless of whether you have a good optimization for search engines. Here are some platforms you can run with planned budgets, digital marketing companies uses them.
- Google Ads: This is a Pay Per Click (PPC) system. There are efficient plans for Google Maps, display ads, Gmail and YouTube.
- Microsoft Advertising: This is the second biggest American search engine, the desktop market share here is about 36% with some users getting cheaper click rates than what Google offers.
- Facebook Ads: There more than 70% percent of American online population on Facebook, this is the largest platforms to reach the social media audience.
Online advert set up seems complicated but comprehending PPC can be simple when you have the right Digital Marketing Expert.
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Change in Search Trends
The masses keeps getting more informed about both the virus and its news are spreading at an exponential pace. It becomes the most crucial matter on ground, and to the internet users, it automatically becomes the subject of searches on Google and the web at large. In recent weeks, most searches that excludes keywords like “CORONA VIRUS” and “COVID” are taken off the pops and trends, making the cached relevant of terms like “travel booking” and “tax preparation” drop in frequency and recommendation.
These days, questions excluding the virus name often pops online too, but the absence of the name does not take away from them being related to the virus, such questions are usually simple but leads to more research or further confusion. These questions are about subject like medical needs, basic necessities, government policies and others.
From checking the trending insights of March, we observed that there are over 3,500% increase in searches for restrictions and lockdown rules in India, over 700% for housing market forecasts, close to 4000% for food enquiries and 3000% for grocery stores inquest.
The Digital Marketing Solutions
While the disruption of the standard search contents and volume has been altered, the good news it take it can be used to your advantage, especially for MIDCAP businesses, here are the Digital Marketing Solutions to make your PPC campaign get more effective.
- Constantly revisit your search terms report
As the COVID-19 pandemic is heavily trending, a lot of online users are on the internet for information directly or indirectly relating to the virus. Most of these users get exposed to your ads, despite the fact that a lot of them might not be interested but they have numbers on their side. The best move to do here is monitor your traffic coming from various ads and check the rate at which clicks turns to deals. Poorly performing ads should not be removed, they should be fixed using added negative keywords, and the words are to be avoided in your campaign exposure. Not only are to avoid, but also similar variants of the logical context are prevented to, making it easier to reach the targeted audience.
- Predict other negative keywords before they trend
Every keyword has some potential of attracting irrelevant audiences to your content while you get charged for campaign budgets that won’t really contribute to your startup or small business. Therefore, you need to study for potential trends that are yet to break out, then you use negative keywords to block out unwanted exposure, all before you suffer any serious loss, here, the keyword tool comes in handy.
- Follow Corona related searches that are trending
There is a wonderful tool to understand the online search habits of Internet users, It’s called Google Trends. With it, you can be updated about the pandemic, also, Google has newly released Google Trend Coronavirus Hub, a more direct means feed to see how people react to changing news. With these info, you can even find a way to manipulate your ads to fit the new system efficiently.
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REDUCTION IN MOBILE SEARCH TRAFFIC
Due to the COVID-19 pandemic, most of the population has been forced to less driving or traveling. This leads to a very noticeable drop in search traffic and the drop is more noticeable in mobile users over tablet users or desktop users, this particularly so because of being stationary, people now have more access to their computers and tablets, since they are not on the road or off to work.
According to a report on March 16, about Google search ad traffic, traffic on mobile dropped by around 24% while traffic on tablet suffered at just 19%, desktop traffic is the least affected, with a sort of constant 18% fall on week days and just 7% on the average weekend.
Traffic on mobile is the cheapest to run for PPC ads, so it is necessary to be strategic about running ad campaigns, here are a few things to consider.
- Review adjustments for bid
Your former bid adjustment might just be effective for the past, you need to adjust the inputs to fit the new search and optimization situations because more attention has been shifted back to using the internet on desktops since people are spending more inside.
- Smart bidding is an option
This paradigm shifts in search attitude, it hard to know the direct effect on an instantaneous level. The smart bidding option is an effective tool that works with changing inputs on a real time level and adjust the bids of CPC on a responsive scale, so that the advertisers’ goals can be achieved. This is done by tweaking the tool with respect to the budget of your campaigns, and also putting to mind the goal of your intended reach and time ultimatums.
Conclusive Considerations :
It is now evident that the new drift to the pandemic influenced life makes working at home a necessary option while using Future Digital Marketing skill set for promotion of your business or to even grab customers for real life. Also, onsite audit is now the best to use for your businesses, its effective and business people needs to adopt it. The Digital Marketing Scope is very sensitive to important details. You surely must have understood now that Digital Marketing Scope in Future is infinite. In our next article we will expose and guide you on how to get audits, tools or auditing, and the steps to choosing the tool that best suit your need.
Always ensure to stay safe and healthy!
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