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The coronavirus & digital marketing

The coronavirus & digital marketing
The Coronavirus and digital marketing don’t exactly sound like happy bedfellows, but the current worldwide epidemic may actually hasten the move of marketing spend towards digital channels…

Let me guess? You are currently sat at home getting sick of the four walls surrounding you as the majority of UK’s inhabitants adapt to life in lockdown.

This is naturally having an unprecedented impact on businesses, as not only are consumers being forced to be cautious with their spend in light of increased unemployment levels, but the touch points through which businesses can interact with consumers have been significantly reduced.

If you fancy going out to buy a brand new 4K TV to make the most of your increased time at home, then no longer can you simply nip down to the local electronics store. Instead, you are forced to make your purchase online.

The same is true when it comes to our weekly food shopping. Consumers are being warned to limit the amount of time they spend in Supermarkets which are viewed as being one of the most likely places that Covid-19 will be transmitted. As a result, the number of consumers ordering their shopping online has increased at an exponential rate to the point where it is nigh impossible to find an available home delivery spot for the majority of us.

This is of course only temporary whilst we all endure isolation. But what does it mean once the world returns to normal? Will consumers have their eyes opened as to the possibilities available to them online?

Without question many businesses, groups and organisations will have been cursing themselves on account of their previous lack of effort to ensure a strong online presence prior to this crisis and will naturally be keen to put measures in place to ensure that they are ready for similar eventualities in the future.
With this in mind, we take a look at three major industries which will likely be forced to adapt to altered consumer behaviours in the post Coronavirus world.

1. Supermarkets

food home delivery during Covid-19

Our weekly “Big Shop” may be about to change forever.

The market share held by the traditional supermarket colossus such as Tesco, ASDA and Sainsbury’s has gradually been eroding in recent years for two core reasons.

One is due to the growing reach of discount brands such as Aldi and Lidl, and the other is due to an increasing number of consumers turning to online shopping. Indeed, a Kantar report looking at the 2nd quarter of 2019 revealed that online grocer Ocado had seen their sales jump by 12.6% over the same period in 2018.
With an increasing number of consumers having now had their eyes opened as to the ease of online shopping, will this heralded the end of big supermarket stores and a migration over to increasing digital marketing spend?

Prior to the Coronavirus outbreak, Marks & Spencer had already forked out a cool £750 million to acquire a 50% stake in online grocer Ocado in order to establish a home delivery service. M&S and is therefore well placed to take advantage of potential consumer changes. However, offering customers a good online experience is also going to be key in establishing who comes out on top in this new world.

2. Education Establishments

Online Learning from home

Education establishments have been badly hit by the Covid-19 Crisis.

With schools and other education institutions have been forced to close their doors in light of the current crisis, remaining in contact with pupils has proven to be a challenge to which many education establishments have sadly fallen short.

However, there really is no excuse to have failed in this regard owing to the many varied ways through which these institutions are able to provide their education services via online mediums.

Skype and Zoom are just two of the platforms through which education providers could deliver their teachings as they ordinarily would have in a traditional classroom environment. If you are able to maintain your ordinarily workflow as a result of these technologies, then why can’t your offspring?

This will no doubt result in the majority of education establishments looking to enhance their online offering once this crisis is at an end. Luckily, services such as Kolodo Uniform are available to education establishments to help them get a head start online by offering off the shelf website solutions which can be customised to their exact specifications and requirements.

Now has never been a better time to acquire new skills and get your organisation set up to take advantage of the possibilities offered to us online.

3. Charities

online charity donations

Charities traditional fundraising activities will have to change due to Covid-19.

With door to door fundraising and coffee mornings being just two options which are no longer available to charities while we are under lockdown, how will they go about collecting for their causes?

The most obvious answer is via online donations. But in order to drive these donations in the first place, charities will need to find ways to make the public aware of their existence in order to provide good reasons to encourage the vital contributions they are established to attract.

In order to achieve this, charities are going to have to ensure that they have the best possible online visibility on all marketing channels. Strong SEO and PPC campaigns will be key, as will share-worthy social campaigns and, of course, making it easy to give contributions in the first place by offering user friendly websites.

If you feel that your company or organisation has failed to adapt to life under lockdown, then make sure you aren’t left in a position where you could be harmed again in the future.

Get in touch with us today to find out how Kolodo can help you establish a strong foothold in the developing digital world.

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