Retail digital marketing in a post-COVID world



COVID-19 not only impacted the operational status quo for all types of businesses but it changed the landscape completely and forced all market participants to pivot in an unprecedented way.


How will retail business navigate?

It is crucial to go back to basics and remain focused on two things – your audience and the trends that will impact your new strategy.


How did your consumers change?

The trends brought upon by the pandemic has significantly shifted consumer choices, preferences, methods of purchase and delivery. The environmental changes have made online shopping become a permanent option, and it is pragmatic to expect that a lot of consumers will stick to online platforms rather than returning to online channels (Kannan, Kulkarni, 2021).


Define your new strategy

(Shejale, 2022) outlines seven key digital marketing trends that must be taken into account as they operate in a post-pandemic world:


  • 5G – content development, access and delivery will dramatically improve with increased capacity

  • Shoppable Content – E-commerce will continue to improve in terms of user experience

  • Visual & Voice Search – Voice shopping is expected to grow

  • Short Videos & Micro Videos – With a shrinking attention span, you must develop and deliver your content quickly

  • First-party & Zero Party – Data is collected and used differently now

  • Zero-click searches – SEO, SEO, SEO

  • True one view of the customer – Be creative in developing bespoke experiences for your customers in a cookie-less world


The game has changed because of the pandemic, but the possibilities are also endless. The challenge is to listen to your audience, sift through the noise, and communicate back to them using your digital strategy.


Comment here if you have insights from the market that our readers should know about!


Luis Enrique Joson, 10569248 #ECUindustryreadyproject #ECUMKT5325 #digitalmarketing #marketingstrategy

Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University


Resources

Shejale, P. (2022). Digital Marketing In A Post-Pandemic World. Business World.


Kannan, P., Kulkarni, G. (2021) The impact of Covid-19 on customer journeys: implications for interactive marketing. Emerald Insight. https://www.emerald.com/insight/2040-7122.htm


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