Late last year we passed the four-year mark since the arrival of COVID-19, a sober event that reshaped our world in unprecedented ways, including in the field of marketing. While some aspects of marketing programs underwent a permanent transformation during that time, others have since reverted to their near pre-pandemic forms.
Let’s take a quick look at what bounced back, what reinvented itself, and what marketing trends emerged out of necessity and appear to have staying power.
Sticking Around: Virtual Events
One of the most notable shifts in marketing during the pandemic was the widespread adoption of virtual events and webinars. Businesses quickly adopted this new normal to host online conferences, workshops, and more. Due to their convenience and lower costs, such virtual happenings will likely remain an integral part of marketing strategies, especially as supporting platforms grow increasingly sophisticated.
They’re Back, Baby: In-Person Events
In contrast to the surge in virtual events, in-person meetings and events virtually disappeared during the pandemic. However, with a declared end to the public health emergency (although make no mistake, COVID is still with us), these traditional marketing avenues are returning. Gone are the days of mandatory masking and distancing, with face-to-face interactions, handshakes, and the energy of in-person events back and better than ever.
Upped Its Game: Digital Marketing
With people spending more time online during the pandemic, marketers increased their digital efforts accordingly. This trend is here to stay, as buyers (even B2B ones*) have grown accustomed to the convenience of online shopping, content consumption, and social media engagement. Social media advertising, content marketing, and SEO will continue to play a central role in marketing strategies moving forward.
*Note: 42% of B2B distributors now generate at least half their revenue from e-commerce, and 74% of B2B buyers research at least half of their work purchases online.
Future Unclear: Remote Work
The rise of remote work during the pandemic not only transformed the workplace but also impacted marketing operations. Most marketing teams adapted to remote work environments, utilizing collaborative tools, video conferencing, and cloud-based software to stay connected and productive. Longevity of this trend remains cloudy, with some companies starting to eliminate remote work altogether (one such big-brand company is UPS). Regardless, the trend revealed workers’ desire for greater flexibility and work/life balance.
Still Riding High: Customer-Centric Marketing
The pandemic underscored the importance of empathy for others, corporate social responsibility, and more customer-centric marketing approaches. Brands that demonstrated understanding, concern, and support for their customers thrived during challenging times. This shift will persist as buyers now expect brands to place a premium on their needs, values, and emotional attractions.
Evergreen: Data Security and Privacy
Fueled by the rise in e-commerce and online activity, data privacy and transparency emerged at the forefront of marketing concerns. As regulations like GDPR and CCPA become more stringent, brands must prioritize data security, transparency, and ethical data usage. Building trust with customers by respecting their privacy will be an ongoing priority for marketers, even as data analytics becomes increasingly important to targeting/personalizing outreach campaigns.
While the post-pandemic marketing landscape is a blend of continuity and transformation, COVID-19 proved to us that we are both resilient and adaptable. As marketers, it’s important to embrace the best of both worlds while maintaining our ability to pivot for future disruptors. We hope that the next shift won’t again be of the earth-changing variety.