Navigating Digital Marketing Services in the Age of COVID-19

The transformative impact of the COVID-19 pandemic on businesses cannot be understated. As organizations adapt to the new normal, the digital landscape has seen unprecedented shifts in procurement behaviors and digital collaboration. This article explores the changes in digital marketing services, with a specific focus on how businesses are leveraging various digital platforms during this extraordinary period.

Changing Procurement Behaviors

The shift in procurement behaviors post-COVID-19 has led to a significant alteration in how businesses approach digital services. Traditionally, digital platforms have been primarily used for the discovery stage, with the actual procurement process remaining largely offline. However, the situation brought forth by the pandemic has accelerated this transformation, making digital collaboration the norm for business continuity.

Irrespective of whether a service is offered as a "XaaS" (Anything as a Service) model, the entire business development process has shifted online. This change is a double-edged sword for agencies and organizations selling their services through digital platforms. It presents both challenges and opportunities for adapting and evolving one's marketing strategies.

Survival Niche and Affiliate Marketing

A key strategy emerging from the pandemic is the niche of survival products. Affiliates are now promoting such products, offering solutions that cater to the changing consumer needs. For instance, health and wellness products, immunity boosters, and home-based activities are some hot topics. Promoting these products has not only become a necessity but also a potential opportunity to generate additional revenue.

Many businesses, after hearing about the success of affiliate marketing, are planning to adopt this approach. A personal video showcasing the results of promoting these products can be an effective tool to gain traction and credibility among potential customers.

Current Digital Marketing Strategies

Businesses have continued to use the same digital marketing services they were using pre-pandemic, focusing on platforms where their target audience already resides. These include social media platforms like Facebook (FB), Twitter (TW), LinkedIn (LI), YouTube (YT), Instagram (IG), and digital advertising on Facebook, with boosted posts. Traditional digital platforms such as AdTheorent, Division D, and VEVO are also being leveraged.

Beyond social media, businesses are now expanding into out-of-home (OOH) advertising. In the coming week, there is a plan to explore new OOH options, including delivery drivers and new audience target locations. This shift demonstrates the growing recognition of the effectiveness of OOH marketing in reaching a wider audience.

Conclusion

The ongoing pandemic has forced businesses to adapt their digital marketing strategies to remain relevant and competitive. While the digital platform remains a key player, the integration of OOH advertising can significantly enhance reach and impact. As the situation continues to evolve, businesses must stay agile and innovative in their approach to digital marketing.

By leveraging a combination of social media, traditional digital advertising, and OOH marketing, businesses can effectively navigate the challenges and seize new opportunities presented by the current market conditions.