The COVID-19 pandemic has reshaped the digital marketing landscape, pushing agencies to reimagine their strategies. Trends such as digital acceleration, AI adoption, and customer-centric approaches have moved to the forefront. Here’s a breakdown of key trends shaping digital marketing in the wake of COVID-19.
Account-Based Marketing (ABM)
What is ABM?
ABM focuses on targeting specific accounts (companies) instead of broad industries, enabling highly personalized and impactful marketing efforts.
Benefits of ABM:
- Improves marketing ROI.
- Drives attributed revenue.
- Produces qualified leads.
- Enhances sales and marketing alignment.
Why It Matters:
According to Terminus, the adoption of ABM programs has skyrocketed, with only 5.8% of respondents in 2020 reporting no active ABM strategy, compared to 23% in 2019. Businesses using ABM achieve stronger personalization and deeper relationships with high-value accounts.
Digital Acceleration
Embracing Digital-First Strategies
With in-person events largely paused, businesses are turning to virtual events, digital campaigns, and online content to engage customers.
Key Insights:
- Over 80% of marketers observed an openness among customers to innovative digital marketing during the pandemic (CMO Survey, 2020).
- Digital-first approaches are no longer optional; they are critical for staying ahead of competitors.
AI-Powered Marketing
The Role of AI and Automation
AI and machine learning tools are transforming digital marketing by enabling segmentation, personalization, predictive analytics, and more.
Stats to Note:
- The AI software market is growing at over 50% annually.
- Statista estimates the AI software market will reach $22.6 billion, with widespread adoption across businesses of all sizes.
Applications of AI in Marketing:
- Predictive analytics for better targeting.
- Automated content creation and distribution.
- Enhanced lead scoring for improved conversions.
Content Marketing: The Foundation of Engagement
Why Content is Key
As consumers spend more time online, demand for engaging and valuable content has surged.
Trending Content Types:
- Videos: Short, informative videos dominate, with 27.2% of global viewers watching over 10 hours weekly (Statista, 2020).
- Webinars: Replacing live events as a primary engagement tool.
- Podcasts: Average listening time increased to 6 hours and 40 minutes weekly (Edison Research).
- Interactive Content: Quizzes, infographics, and surveys drive higher engagement.
- AR/VR Experiences: Immersive technologies capture audience attention and deepen brand connections.
Don’t Forget Written Content:
Emails, thought leadership articles, and SEO-optimized blogs remain powerful tools for lead generation and brand building.
The Importance of SEO and SEM
To maximize visibility and conversions, invest in these three SEO/SEM areas:
- Search Intent: Understand and address the primary goal of user queries.
- Semantic Search: Focus on query meaning rather than keyword matching.
- Voice Search: Optimize for voice-activated search queries.
Conclusion
The pandemic has accelerated the adoption of innovative marketing strategies, requiring businesses to pivot and adapt quickly. From ABM and digital acceleration to AI-powered tools and interactive content, staying ahead means embracing these trends.
About The Author
Yatin is a Principal Consultant at Jivaso, bringing over 15 years of expertise in implementing ERP solutions for businesses across Canada and USA. As a technology evangelist, Yatin is driven by the mission to democratize access to advanced tools once reserved for large enterprises, empowering small-medium businesses to thrive. He is an avid writer on strategies to streamline operations, boost productivity, and accelerate growth for small-medium businesses and startups. Yatin is also dedicated to mentoring young entrepreneurs, offering guidance on product development, community building, strategic partnerships, marketing, and securing funding.
