08 Apr 2020
man sitting at a desk looking at a monitor

Online Usage Surges, how should you respond?

No historical changes can compare to the impact that Covid-19 has had on business when it comes to digital transformation. Most of all, we have witnessed huge online usage surges due to social distancing. But how do you make sense of these and navigate these strange times? In short: strategy.

READ MORE: Why Businesses Should Leverage Social Media for Sustained Growth


Covid-19 and Online Usage Surges

Online Marketing is being consumed at a rapid pace and social media is on the increase. Social Media platforms have seen a massive increase in traffic globally. This comes as no surprise with everyone being encouraged to distance themselves and work from home which is quite a drastic change to the traditional ‘way of working’.

People have flocked to online and social media as their newsworthy platform and are consuming content via groups, videos and tutorials at a rapid rate.

So, what should business owners, marketers and managers be doing to plan the most productive and effective route for future business growth? There is a short-term strategy, and a long-term strategy.


Short-term Strategy

The short-term strategy, to give you the most impactful and immediate results will undoubtedly be seen through effective Facebook Advertising. Facebook has seen up to 70% more time spent on its apps recently, at the same time companies are reducing their ad spend which is creating unused inventory resulting in better success rates through effective advertising and increased ROI.

This is a great opportunity for Medium to Small businesses as there is less competition from the bigger brands and more support from local communities.


Long-term Strategy

A longer-term strategy would be to look at the various building blocks of digital marketing and work through them as a check list for your business. Not all businesses need to be on every online platform, so choose wisely and invest time and resources in getting the platforms right that will work for you.

Once you have selected from the list, you will have a better idea on how to use these platforms to market your business, sell products and advertise your services.

  • Website
  • eCommerce
  • Social Media
  • Web Design
  • Facebook Ads
  • Lead Generation
  • Brand Messaging
  • Instagram Shopping Tags
  • Google AdWords
  • Dynamic Remarketing
  • Content Creation
  • Email Marketing
  • SEO

And the list goes on… These are all important tools that will improve the growth of your brand. They will also ensure future growth for your business. But without implementation, conversion strategy and monthly optimisation, all your efforts will be fruitless.

Businesses are scrambling to make sense during this time, so it becomes hard to rationalise why they should still invest in marketing. If lockdown has shown us anything it is that now is the time to relook at your marketing strategy, and what portion of that should be invested into digital marketing to remain top of mind and ensure business growth.

READ MORE: The evolving media mix and changing consumer landscape – A marketer’s take


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