2020 was, of course, an unprecedented year full of the unknown. However, one thing it has made us undeniably sure of is the fact that we have been firmly forced further into the digital age. According to McKinsey & Company, the COVID-19 pandemic has accelerated digital transformation by seven years. Businesses have had to transition to the digital model to survive. To these businesses, the importance of digital marketing is paramount.
COVID-19 Has Changed Retail Forever
E-commerce is steadily becoming the most dominant form of retail.
With retail businesses being forced to close their doors under lockdown restrictions, people have had to completely remodel their business, adjust to the ‘new normal’, and meet the growing demand for online shopping.
Due to being stuck at home with little to do, individuals are finding themselves shopping online now more than ever, with even more time to browse. This has resulted in a considerable rise in online sales. In a recent study, Shopify announced a 75% increase in Black Friday sales globally in 2020, compared to 2019.
It is now essential for businesses to strengthen their digital activity and online presence to adhere to the changing buyer behaviours of customers.
So, let’s look at the importance of digital marketing and how it can help businesses not only survive but thrive in 2021.
Search engine optimisation determines how visible a business’ website or blog is in SERPs. This is highly important for the success of a company, especially in these current times.
According to research by BrightEdge in 2019, 53% of traffic to websites comes from organic search. This traffic can also tend to convert better than other channels since a high search engine ranking often portrays trust and credibility. What’s more, is that no additional budget is needed.
SEO should be an integral part of any digital marketing strategy that will help brand elevation and success.
UX (User Experience)
Despite spending more time online, people are still very selective when it comes to which sites they browse and purchase from. Think with Google recently stated that 50% of people would not buy products from a poorly designed site.
Have you ever found yourself landing on an unsightly site and quickly clicking the exit button?
55% of internet users spend fewer than 15 seconds actively on a page. This means that businesses have only 15 seconds to make an impression. A website must be carefully designed with UX in mind to generate interest and ultimately encourage a sale.
Now, more than half of all internet shopping is carried out on a mobile device. Therefore a business must ensure that their website is also mobile-friendly to provide the best user experience based on different devices.
Pre-pandemic times, people were already spending a lot of their time on social media. Therefore, it is of no surprise that whilst individuals have to stay at home, they are sure to be spending an even larger chunk of their day on social networking sites.
Social media is a great way to increase your brand awareness and engage and connect with your audience.
Not only this, but the lines between social media and online shopping are becoming increasingly blurred. It has been found that 74% of consumers rely on social networks to help with their purchasing decisions. This is why it is an absolute must to be present on social media and to use it wisely as a marketing tool.
Pay Per Click
As previously mentioned, with almost every business having to turn to it, e-commerce has become more competitive than ever. So now is undoubtedly the time to consider adding paid search marketing to your strategy. Paying for search engine ads will give your products or services the digital boost they need and deserve. Your overall brand can immediately become more visible, which will drive more traffic and revenue.
Going Digital is Productive & Cost-Effective
The importance of digital marketing in 2021 has become unquestionable.
A benefit of this for businesses is that digital marketing can be less costly than most other marketing methods. The pandemic has taken a toll on the finances of many, so cost-saving modes are a top priority for all businesses in 2021.
Another reason behind the importance of digital marketing is that, as outlined in this article, several aspects exist. A digital marketing strategy will involve multiple solutions to attracting a wider yet more specific audience in just one campaign.
Digital marketing is becoming indispensable to businesses.
If you are looking for a digital marketing agency to help give your business the support it needs during these times – contact us at Seed.
Pop an email to email@example.com or call us on 01273 286 616.
We will be more than happy to give you all the advice and guidance you need.