How Marketing is Adapting to COVID

As we struggle with a rapid transition to digital, COVID-19 just accelerated shifts that were already underway such as working from home and leveraging online technologies. With many people spending more time at home, it is unsurprising that people have turned to online solutions and social media. Therefore marketing is a double-edged sword in this scenario. Here’s how marketing is adapting:

• Of course, many sectors have cut back on their advertising activity but as a result of customer behaviour change, we are seeing paid ads producing a much higher ROI than before the Coronavirus hit.
• Businesses offer payment plans through services like Affirm in order to increase sales.
• Health and safety concerns are driving more customers toward frictionless payment systems, such as Apple pay, using mobile phones to pay at check-out without touching a surface or stylus.

These are some practices that I think will have a permanent place in the way businesses and brands communicate with customers and stakeholders. Differentiated touchpoints, digital marketing and communication solutions will be an essential part of many businesses’ recovery. Times have been tough, but I’m an optimist at heart.