Digital Marketing in Pandemic: Statistics, Trends and Predictions

In a pandemic, there is a trend of businesses shifting to digital or online operation to overcome limits imposed by lockdown or social distancing, giving digital marketing a golden opportunity to flourish.
As the pandemic’s impact is uneven across industries and businesses, each company must make specific, informed decisions based on reliable statistics.
This article provides you with recent digital marketing data as well as possible future developments.

Digital Marketing in Pandemic: A Glimpse at Statistics

As social distancing happens more frequently, many believe the world of business and marketing has changed radically. Does this belief reflect reality? Let’s review several statistics of key digital marketing disciplines:

Online marketing in pandemic

SOCIAL MEDIA

Social media surges in crises as people yearn for information and personal interaction. Indeed, according to the Digital 2021 July Global Statshot Report, more than half of the global population are now active on social media, increasing by 13.1% from 2020.

In 4.2 billion active users, 99% access social media via mobile devices.

When people are online, more than 95% go to “social networks”, with Facebook, YouTube and WhatsApp topping the list.
Despite the increasing number of users, daily time spent on social media is just up a little bit – almost 2.5 hours a day. This coincides with the view of GWI on 2021 social media marketing trends, stating that “lockdown upticks in social media usage have stabilized”.

On the other hand, marketers are exploring the potential of social shopping. The first results look promising, with more than 50% of respondents researching and learning about brands on social media. It comes from paid, earned and owned media in the form of ads, recommendations or comments and updates on official social pages.

CONTENT MARKETING

Content Marketing Institute’s 2021 B2B Content Marketing Trends Report and 2021 B2C Content Marketing Research provided valuable insights:

At the onset of pandemic, most businesses more or less adjusted their content strategy. Top 3 changes are about targeting or messaging strategy (more than 60%), content distribution or promotion strategy, and increasing resources for social media or online communities. So it’s no wonder that only a third of B2B and a half of B2C companies have their own online communities.

Content Marketing Institute’s 2021 B2B Content Marketing Trends Report and 2021 B2C Content Marketing Research provided valuable insights:

At the onset of pandemic, most businesses more or less adjusted their content strategy. Top 3 changes are about targeting or messaging strategy (more than 60%), content distribution or promotion strategy, and increasing resources for social media or online communities. So it’s no wonder that only a third of B2B and a half of B2C companies have their own online communities.

Less than 25% of businesses review their content marketing KPI, metrics and buyer persona in response to the crisis.

By the end of 2020, businesses with highly successful marketing results report two success factors: “the value our content provides” and “new content”. On the other hand, earned media, changing consumer behaviors and search rankings did contribute but with much less impact.
In paid content distribution channels, the most commonly used is paid social (B2B at 83% and B2C at 91%) and PPC. They are also reported to be the best result drivers.

Digital marketing in pandemic

ADVERTISING

While total media ad spending decreases, the worldwide digital ad spending enjoys a boost of 12.7%. Brands shift their focus from traditional to digital advertising during social distancing.
High investment on display advertising is mostly due to the surge of social media and online video marketing in the pandemic.
Facebook, Google and Pinterest are expected to lead growth in online ads in 2021, with an estimated increase of 20% in total. Also, advertising on eCommerce sites and mobile apps is expected to improve. Decreases, the worldwide digital ad spending enjoys a boost of 12.7%. Brands shift their focus from traditional to digital advertising during social distancing.
High investment on display advertising is mostly due to the surge of social media and online video marketing in the pandemic.
Facebook, Google and Pinterest are expected to lead growth in online ads in 2021, with an estimated increase of 20% in total. Also, advertising on eCommerce sites and mobile apps is expected to improve.

Social distancing advertising

OTHERS

Utilizing influencer marketing in social distancing is considered a worthy try as KOLs’ online influence is enhanced while their prices remain mostly unchanged.
A disruption in email marketing is also observed. When the pandemic outbreaks, companies sent more emails to a less selective list and got a higher open rate, especially when it’s pandemic-related. However, over time only email volume remains high, while email engagement falls and click rates mostly unaffected.
PPC and SEO were at first on the list of “downsizing”. But after companies realize the big digital move, they turn around and double down.
Video marketing should be integral to an effective marketing and advertising strategy during social distancing. Since the pandemic’s outbreak, “80% of consumers have consumed more content”, in which the main type is video.
It is estimated that 82% of all content creation by 2022 will be video.
In conclusion, the pandemic flare-up led to notable changes in online marketing, but it stabilizes over time as consumers and digital marketers adapt to the new normal. Digital marketing is indeed moving faster, but not in any unpredictable direction.

Digital Marketing in Pandemic: A Look at Reality

As stated in our article about the Overview of Digital Marketing during Pandemic, changes stem from new customer behaviors. Combined with statistics and actual observation, we can identify 5 main trends:

An accelerated shift to digital

Not only commerce but communication, marketing, PR and support functions are also on board.

Even services that require direct contact, such as medical diagnosis and banking, must find a way to move to contactless.
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In such situation, digital marketing becomes the main way of communication between the brand and their consumers. Therefore digital marketing strategies must be aligned closely with other business functions, and this is likely to persist even post pandemic.

Social distancing marketing

A move from long-term to short-term

To increase responsiveness, businesses now favor shorter-term plans. SME is quicker to implement this change, while giants must go for a more step-by-step approach.
One way to increase digital marketing agility in a short time is outsourcing. It saves resources and ensures high quality work at the same time. A trusted digital marketing agency with multiple all-inclusive services is preferred because they can provide you a well-rounded solution.

An increase in loyalty and retention marketing efforts

Twitter reports of one customer behavior change in a pandemic: their loyalty drops. They are more demanding and likely to switch brands as their values have changed.
A Forrester’s 2021 B2C marketing report predicts retention to be the new focus. This is not only a trend, but a universal challenge for all brands.

A rise in social media and video marketing

Companies are spending more on social media and video marketing, especially live streaming. Taking advantage of the social media and online shopping surge, businesses are trying to increase revenue from social shopping channels.

Digital marketing post pandemic

An adoption of online commerce

Some argue that eCommerce & m-commerce have evolved from good-to-have to must-have.
If you haven’t stepped in online commerce at all, digital marketplaces and shopping platforms may serve as a quick fix. Meanwhile, seriously consider building your own eCommerce site and mobile app to create a unique ecosystem for your customers.
Marketing is certainly crucial to business, but there are more to it. To do sustainable business during a pandemic, always keep in mind the big picture and inherent relationships among various factors, both internal and external.

Digital Marketing in Pandemic: A Gaze into the Future

Short-term changes in online marketing during a pandemic will likely turn permanent if this crisis persists for over 6 months. Both consumers and marketers are adapting to the new normal, informing three future trends:

A need for enhanced digital and mobile user experience

However, user experience isn’t matching this elevated need, especially in essential product and service delivery.
For example, more than 90% of users want to receive mobile notifications of suspicious activities on their accounts, but just over 30% receive it. The same goes with the need for information about urgent public health care problems and mobile health assessment.

The surge in social media and streaming is here to stay

After the crisis, TV, livestream video and social channels continue to be three main ways for news and entertainment. As a result, video marketing will not lose their “hotness”, neither does social media advertising.

Digital marketing during pandemic

More discerning consumers make the online competition even more fierce

According to Google’s predictions of 5 retail trends after the pandemic, consumers will be pickier and more easily to leave brands unmatched with their needs.
Also, consumers are expected to continue their habit of window shopping online. This is a chance for SEO, PPC and social paid to help boost brand awareness and exposure in every step of the buying journey.
To keep growing your business after the pandemic, think about how to turn these trends into specific strategies, actions and results. Future impact, sustainability, flexibility and the application of new technologies should be included in your consideration.

Learn more: What are the advantages and setbacks of digital marketing during the pandemic?

Conclusion

The pandemic does lead to disruptions in business, but it doesn’t turn everything upside down. When many industries and societies are forced to change, the world is ready to fully embrace the digital age.

Digital marketing is the weapon to cut through noises and capture valuable opportunities to your business both during and post pandemic. Think about how these statistics, trends and predictions apply for your digital marketing strategies. Then make the move as soon as possible.

If you are still unsure how to start, On Digitals is here to help you embark on the mission of protecting and growing your business in a pandemic.