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Revisit Your Digital Marketing with a COVID Lens

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COVID changes mean that every brand needs to reassess the approach to marketing. Make sure your strategy is in line with the times, both in terms of the needs of your customer and the relevance of your products and services.

With people spending more time online than ever before, brands need to shift focus to their digital operations and look for effective ways to connect, interact and transact with their audience. Brands need to be in step with major themes:

  • Transition to remote work and school
  • Health and safety
  • Supporting others

Consumer behavior and market dynamics are changing. Some restrictions get lifted only to be reimposed. The way of doing business and providing services is changing. It is essential to monitor brand communication at all times and quickly adapt to changing circumstances.

This can be a good time to reach out to your existing brand community and initiate new and meaningful conversations. You want to let your customers know that you want to be part of helping them to navigate COVID changes. You want to learn what they expect from you as a brand.

Show people what you are doing to be relevant. This can start with posting your COVID policies on your website and elsewhere online. Nothing is standard anymore. Help people to know how you are operating for their safety.

Things to Know About Gen Z

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The newest crop of consumers are Gen Z. Just when you adjusted to Millennials, it is time to rethink some things for this new generation. While you don’t have to change your whole digital strategy just yet, you’ll definitely want to experiment with new ways to up your game and reach younger generations online.

Generation Z are the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years.

Key Points for Marketers

To market to Gen Z you will need to:

  • Embrace video marketing, especially for mobile devices
  • Focus on how your product provides value
  • Consider offering discounts and rewards

Gen Z Stats

  • As of 2020, Gen Z makes up more than 40% of U.S. consumers. (Fast Company)
  • The generation has an estimated purchasing power of $44 billion annually. (LinkedIn)
  • 48% of Gen Z identifies as racially or ethnically diverse. (Pew Research Center)

Online Activities

  • Gen Z spends an average of 11 hours on their mobile devices per week. (Criteo)
  • Roughly 75% of Gen Z most frequently uses a smartphone over computers and other devices. (Institute of Business Management)
  • Over 32% of Gen Z transactions take place on a mobile device. (Criteo)

Online Preferences

  • 60% of Gen Z will not use an app or website that loads too slowly. (Institute of Business Management)
  • Gen Z prefers interactive and “Choose your own adventure” content, with 55% saying they’d like to be able to choose the plotline of the movie or TV show they’re streaming. (Cognizant)
  • Gen Z uses social media for almost 3 hours a day. (World Economic Forum) 62%  use Instagram and 60% use YouTube daily. (Business Insider)
  • One in four Gen Z women say they learn about new products from social media influencers. (Morning Consult)

Online Behavior

  • On average, Gen Z will pay attention to content for a span of eight seconds — four less than millennials. (VisionCritical)
  • 66% say that the high quality of a product matters most to them when making a purchase. (Institute of Business Management)
  • 65%  value coupons, discounts, and rewards programs. (Institute of Business Management)
  • Creativity is important. 77% of Gen Z reports doing creative activities when offline and 48% say they regularly do creative activities online. (Snapchat)

Social Media Contests Made Easy

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Running contests on social media can be a great way to boost brand exposure. Contests are a great way to generate engagement. And, because social platform algorithms are designed to amplify content that stimulates user interest and activity, contest posts can boost reach and exposure.

Here are three contest tools to make it easy and effective to run your next contest.

Easypromos

Easypromos app can be used to create competitions for Facebook, Instagram, Twitter, Pinterest, and YouTube.  You can run 30 different types of promos sorted by goal. There’s even an option to create contests in multiple languages.

After creating your campaign, you can embed it on your website. You can also set up automated emails to nurture your leads after they enter your contest.

Built-in analytics let you track campaign performance and even calculate the ROI for your contests.

Woobox

Over 4 million brands use Woobox to run sweepstakes, photo and video contests, polls and other types of contests on Facebook, Twitter, Instagram, YouTube, and Pinterest. When you’re done creating your contest, you can embed it on your website or social media pages.

You can also create popups that prompt your website visitors to enter your contests. And if you run a WordPress website, Woobox has a plugin that makes the process easier.

Campaign performance data is available in real-time.