It is one of the many alternatives being used to replace traditional advertising campaigns. This trend is set to continue as the world changes, and businesses are forced to adapt.
Traditional face to face marketing has less impact. Social distancing has limited the opportunities available for this type of advertising. With less influence on the local level, companies have to play by new rules based on the type of services they offer.
Restaurants mention what methods they are following to deal with fears of the virus spreading. This has led to the advertising of curbside pickup and closure of the inside eating space. As an alternative, restaurants that have an outside eating area have spaced their tables out further.
Potential consumers are more likely to see this updated information on social media instead of through a targeted flyer campaign. Not only is it a major price difference from digital marketing, but in certain locations, it is a completely different customer base.
These adjustments highlight the difficulty of digital marketing for a business that is used for physical advertising.
Digital marketing has had a positive effect on companies that already had a consistent online presence. But for companies that shied away from digital advertising, it requires a more calculated effort to break even.
Advertising budgets are largely the same. Funds are allocated to favor digital marketing, but shouldn’t require more money. In some cases, less money is required to maintain a great digital marketing campaign. This is beneficial for companies that are losing money and resources in other areas of the business.
Larger advertising budgets that rely on physical and social marketing are completely unchanged. There are different targets and methods, but the additional digital marketing served as a way to hammer home a new message.
Companies that already invested heavily in both are likely seeing the biggest benefit if they reacted fast enough.
A company that stays with the same advertising message risks losing the target market, regardless of the budget behind their social and physical marketing.
Just like any type of advertising, the usefulness of digital advertising depends on flexibility. Staying with the same pre-pandemic campaign can lead to disastrous results.
3] The Future
As the country opens in different phases, business owners will alter their strategies to match the current climate.
Some will play it safe and stick with the current pandemic messaging, while others will spark interest with ‘now open’ adverts. This is a new territory, so the correct strategy is still unknown.
The only constant is the major role digital marketing will play as businesses reopen. With all of the pros associated with digital, going back to full-time traditional advertising will require a major push.
Change is good when you ride the beginning of the wave. Being a company that lags behind the trends of an entire industry will leave you in a weakened position. Embrace digital marketing, and the returns will be more massive than you expect.