How Lockdown Has Affected Digital Marketing


Lockdown has resulted in many businesses having to adapt not just their marketing plans, but their entire business models.

Here are some of the ways digital marketing has been impacted by lockdown and what that means for the future of online advertising.

Video Content Is On The Rise

At the very core, the lockdown has changed the way we communicate. Unsurprisingly, more people are using video to communicate with family, friends, colleagues, partners, clients and really everyone and anyone. Barriers have been broken when it comes to technology and generations of people who have previously avoided such communication methods are now more confident than ever using video calling. What does that mean for video content? It means there is more acceptance for it and the ways we consume media in general.

On top of this, lockdown means it’s much easier to consume video content: being at home more means more freedom to watch video content as and when we choose, no reliance on data allowances or needing headphones on public transport, no having to wait until we’re home from work – simply put, there is more time to watch videos.

Why Video?

Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels.

Video is one of the most popular content forms in the world and the truth is that it’s not likely to be going anywhere soon. And it makes sense: in an impersonal digital world, we’re craving connection and personality. We want to see and hear people in a real-life context — it’s meaningful.

For businesses who have been considering video content as a part of their digital marketing strategy – there’s never been a better time to strategise and invest.


Businesses Are More Agile

As a result of coronavirus and lockdown restrictions, businesses have had to adapt fast. Some have completely changed their business models overnight in response to Covid-19; setting up online shops in a matter of days, creating bespoke delivery services, utilising social media to take orders or creating entirely new business streams such as producing masks or hand sanitiser.

As lockdown begins to ease and industries return to a new normal, we’ll see businesses more open to investing in their digital assets. A word of warning for marketers, however, the speed and agile approach to digital marketing during lockdown mean that business owners will expect things to move much quicker when it comes to digital marketing following lockdown. Clear timelines, dependables and deliverables are highly recommended to ensure expectations are managed for both parties.


Adapt, Connect, Deliver

The COVID-19 pandemic has created tremendous uncertainty for many brands. Yet, for the brands that have found a way to succeed and even thrive in spite of the economic recession, there are key commonalities: they quickly adapt to what is happening, they stay connected to their customers, and they continue to deliver value.


Local SEO Is More Important Than Ever

Lockdown restrictions mean consumers have more limitations on where and how they can shop. Many people opt for visiting their local businesses instead of big commercial stores. Therefore, Local SEO is critical for ensuring local businesses have a presence with their local community.

We are an award-winning SEO Agency in Northern Ireland with offices in Manchester, Liverpool and Leeds. We work hard to understand your competition, your market and your goals. Our experts then apply their experience, creativity and technical expertise to create effective campaigns that truly deliver.


Even More Advertising Relevancy

There is so much advertising data surfacing as a result of lockdown; more people at home means more logged-in searching and less cross-device and incognito activity.

This benefits everyone! Consumers get what they’re actually looking for, and increased relevancy means advertising spends will become more reasonable. Therefore, benefiting the business.


Finally, If Nothing Else, Use This Downtime To Refocus

If you are a business instead of selling an item in every email try having a conversation. Publish content that promotes a discussion and develops a relationship between sales emails.

If you have extra time because of fewer emails, consider looking into technology that will enhance your programs.

Contact us today to book in a consultation.

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