The COVID-19 Impact on Search & Digital Marketing

These days, the entire world is scared of the COVID-19 outbreak. More than 150 countries are infected with the Coronavirus/ COVID-19, and it is spreading enormously with each passing day. The COVID-19 impact on digital marketing of all the business is something of great concern today and should be tackled with a proper strategy.

Along with impacting human life, the Coronavirus/ COVID-19 has now started affecting the global economy as the countries are forced to lock down the cities and states to save people from the pandemic.

However, compared to other industries, online businesses such as search and digital marketing agencies, e-commerce businesses, technology service providers, etc. do not need to shut down their operations altogether. They can ask the employees to work virtually from remote locations as they have to perform most of the services through internet connectivity.

There are a multitude of ways in which the Coronavirus/ COVID-19 effect is being felt throughout the digital ecosystem. Some of them are:

• Large numbers of employees are working from home.
• Conferences and trade shows cancelled, with an increase in online events.
• An uptick in e-commerce & online sales.
• Increase in search volume for healthcare and other health topics.
• The decline in AD spending in the travel and other affected industries
• The ongoing uncertainty and the possibility of an upcoming recession.
• Supply chain issues and low availability of products produced in China

 

Remote Work, Cancelled Conferences and Online Networking

Most of the major technology companies have asked people to work from home. For example, Google recommended all its North American employees to work remotely until May. And while working from home has gained acceptance in many companies, the virus will likely cement it as a go-to option within corporations that previously didn’t fancy it or allow it.

But there are trade-offs. Working remotely offers flexibility and, in some cases, higher efficiency. However, it can also lead to isolation and result in a loss of creativity and problem-solving capabilities that comes from in-person & group collaboration. Besides, for some types of crucial challenges, there’s no substitute for face-to-face meetings.

Also, the ever-growing roster of cancelled industry events and conferences has resulted in a loss of face-to-face time and networking opportunities. Plus, the loss of conferences is increasingly disrupting the sales pipeline, as well.

As a consequence, marketers and sales professionals are now turning to online platforms and virtual events. Zoom, Microsoft, Cisco Google, Slack, LogMeIn, and others are seeing demand for their videoconferencing and webinar capabilities as collaboration software grow sharply.

Historically, virtual conferences have not been a good substitute for live events and in-person networking. But this is about to change in the wake of Coronavirus/ COVID-19 impact on digital marketing is inevitable, as companies are now experimenting with content & formats. If some of these events manage to get established, virtual conferences and online team meetings may become a more regular fixture on the Search and Digital Marketing circuit.

 

How could Organic traffic be maintained during the Coronavirus/ COVID-19 effect?

Although we know that the supply chain is broken, still the marketers should not exploit the situation by selling the necessities at a higher price as this is a short-sighted approach. The perfect marketing technique is to stay focused on the long term need rather than increasing the price as Coronavirus/ COVID-19 might not be a long-term situation.

One ultimate solution to make-up the loss, or balancing low profit, is the conversion of new clients, which could only be done through digital marketing. You can keep on tracking the algorithm update and set the traffic targeting the location.

Although, if you don’t have a high marketing budget, you can still manage to maintain the situation by increasing organic traffic. Plus, it’s an opportunity to experience increased sales in a low competition environment through digital marketing solutions & experience a long term growth through new customers. So, don’t expect skyrocketing traffic. But do contact us to help you to increase organic traffic.

What to consider for your brand and clients?

• What industry is your business in?
• Is your business primarily brick and mortar, eCommerce, or both?
• How is Coronavirus/ COVID-19 influencing your consumer’s significant buying habits?
• How can you provide more value to customers at this time through your products or services?
• How does COVID-19 impact your core target markets or users?
• Is this an opportunity for you or your brand to go above and beyond to give back?
• Are your employees safe, and are you able to offer safe consumer experiences?

As the impact of COVID-19 on Digital Marketing continues to unfold, brands and other companies need to keep a close eye on the changing consumer behaviours and effects on individual industries. This should be done to ensure they are prepared for any outcomes, and can find new opportunities.

Our team at Digital Sales is working relentlessly to adjust the COVID-19 impact on digital marketing on all current and future campaigns to fulfill the needs of brands and consumers alike. So, if you are looking for support during these challenging times, please contact us, and we’ll help you to prepare for the coming months.