The Biggest Changes To Online Behaviour Post-COVID: Part I

The pandemic has transformed our lives in just about every conceivable way.

It’s little wonder, therefore, that these upheavals have resulted in drastic changes to online behaviours, the downstream effects of which will be played out over many years to come.

One thing to keep in mind is that in many instances, the trends that we’ve seen post-COVID were already in place before the pandemic took hold.

Lockdowns and other restrictions seem to have merely accelerated patterns that were already in motion, albeit at a much slower pace.

A fantastic Mckinsey & Company report describes this phenomenon as us having experienced “a decade in days” in terms of the exponentially accelerated rate of change over a comparatively short period of time.

One thing that is certain is that consumer’s digital behaviour patterns have not and won’t be linear going forward.

We’ve seen changes instituted as a direct result of health concerns, lockdowns and restrictions, but whether or not these changes ‘stick’ to become the new normal will rely to a degree on consumers’ level of satisfaction.

Savvy marketers can face these changes head-on, address new realities and adjust their approaches to directly target new opportunities and to assist consumers along their new digital decision journeys.

Work & Learning

Perhaps the biggest impact for many individuals since the pandemic hit is the way that they, and their families, are spending their days.

Remote work and homeschooling rates are through the roof. Video conferencing company Zoom saw sales increase 326% in 2020, with continued growth this year.

With people spending more time at home and less time out and about, it’s clear why on-the-go spending has decreased.

Marketers looking to capitalise on the changed economy would do well to focus on digital advertising that consumers can view at home on their screens, rather than print and out of home advertising.

Consumers have changed where they’re engaging, so switched-on companies will be meeting consumers where they are.

Shopping

The surge in online shopping and all forms of e-commerce has been astronomical.

The uptick in online engagement combined with lockdowns and restrictions forcing changes in consumer behaviour proving a death knell for many brick and mortar institutions.

While it’s been hard yards for many smaller players, name brands and companies with established digital trading platforms have seen stability and even periods of relative growth.

The shake-up in consumer behaviour has seen a sharp progression in trends that were already well underway.

The likelihood of current buying patterns remaining in place after restrictions are lifted will be determined almost entirely by how well marketers and companies serve consumers.

Companies that can reallocate resources in order to support customers’ digital shopping journeys, offering seamless, user-friendly interfaces and well-targeted digital advertising will see many new customers stick around as the economy normalises.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


Call us on (02) 8386 7500


Email us at info@clickedon.co


Fill in our client questionnaire to see how we can assist you achieve your business goals.

High Quality Content: Who Needs It?

Content and data are BFFs. They go together like bacon and eggs, like Ben & Jerry’s, like coffee and… everything?

You’ve probably seen impressive growth online since taking a hard look at the data driven, performance side of your online strategy.

The next step to level-up your business’s online growth is to get serious about content.

Your Company, Your Content, Your Voice

High quality content is so much more than just a commodity. Your audience, customers and clients are your own, so your company’s voice must ring true through the content you share.

Truly high quality content cuts through the noise. It’s engaging, concise and compelling and offers value to your readers while building your stock in their eyes.

Better content draws eyeballs. When shared more often, it builds audiences exponentially. Offer quality and quantity while affirming everything that matters about your brand.

Premium content provides value to your readers in a number of ways:

Let Us Do The Legwork

Planning, creating and sharing a steady schedule of high quality content takes considerable time and effort plus a well-defined strategy.

In order for you to stay at the top of your game, it can be difficult to factor in the resources to produce it. That’s where we come in!

With all our content now produced in-house, ClickedOn is pleased to be able to offer content packages including blog posts, landing pages, website updates and more to complement your existing strategy.

We can create a blog to foster and maintain a conversation with your clients, or take the reigns on your existing content creation, freeing up more of your time and resources to focus on what matters in your business.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


Call us on (02) 8386 7500


Email us at info@clickedon.co


Fill in our client questionnaire to see how we can assist you achieve your business goals.

5 Digital Marketing Trends You Must Embrace in 2019

2018 has been a great year for the digital marketing and the realms that embrace SEO, PPC, SMM and content creation continue to shift and evolve dramatically.

Now that it draws to a close, businesses and marketers not only need to know these trends but how to translate them into strategies that pave the winning path.

1. LIVE VIDEO

With over 50% of consumers saying that video marketing has contributed positively towards an online buying decision, what used to be thought of as a gimmick is now a powerful tool.

But it’s important to note that YouTube isn’t your ‘be all and endall’ with video, especially with today’s smartphones. Live video and 360 video content have grown in leaps and bounds, especially across Facebook (Watch/Live), Instagram (Stories/IGTV) and LinkedIn. With the potential for more instant personal connections to be nurtured and interactive experiences to be delivered, businesses and brands are doubling up as entertainers, not just providers of their product.

Content such as Q&A’s, live demonstrations and a running visual commentary of events, launches and announcements facilitate greater insight. Not to mention storytelling, where the backgrounds of employees, customers, and product development can be displayed.

2. CHATBOTS

The AI-centred technology utilises instant messaging to chat live, 24/7, with current or prospective customers. With almost 1.5 Billion people having interacted with a chatbot, up to 90% of all businesses are expected to use them by 2020.

Consumers are finding that upon communication, chatbots are more receptive, provide answers more quickly, correctly recall all previous encounters (questions/purchase history) and can tolerate customer frustration more effectively. Through their ability to offer exceptional service, ensure expectations are met and automate otherwise monotonous tasks, businesses can then reprioritise their time and budgets.

3. PERSONALISATION

If you want to excel in 2019, personalising your onlinemarketing approach is a MUST. From the products you offer to the emails you send and all the content in between, personalisation has never been more crucial, especially when considering the access to customer behaviour data that we now have. Through personalisation, you’ll be more effectively targeting and satisfying key customers and audiences, building deeper and more intimate relationships with them, and showcasing your own identity to the world.

Think of Netflix; A family with multiple users may share oneaccount, yet each has their own customised profile and caricature. Each user receives different banners, designs, carousels and recommendations, making it seem as though they’ve been immersed in a world designed for them.

4. VOICE SEARCH

Thanks to digital assistants like Siri and Alexa, talking is growingly seen as a more convenient method of interacting with our smart devices. Businesses and brands must align themselves with this notion, as voice not only facilitates a new way to search, shop, and discover, but a new way to market and advertise.

Like any form of digital marketing, the key challenge to overcome will be the short attention span of consumers, more so in this sense because glazing over search results on a screen is still much quicker than listening to them being read out. This could mean that SEO tacticsneed to be optimised to suit the change in consumer response and ensureattentiveness. For example, website meta-descriptions may need to sound more informal and personal to resemble a natural conversation rather than traditionally dry text.

5. MICRO-MOMENT MARKETING

The online battle for a consumer’s attention, love and cash can be both won and lost in micro-moments, a term coined by Google to describe the specific behaviour we portray when we instinctively grab our devices to act on an impulse. It could involve checking the time, texting, scrolling, searching or watching, however the micro-moments most valuable to marketers can be broken down into the I want to know, go, do and buy moments.

These intent-richmoments of browsing, typing, swiping and tapping are where preferences areformed, decisions are made, and customer journeys are built. In these micro-moments, our expectations are higher than ever. Brands and businesses are expected to not only tell us what we’re looking for, but to fill us in on what we might not have even thought of yet, before someone else does.

The switched-on digital marketing players of 2019 will have a well-crafted plan for understanding and delivering on the needs of consumers in these moments.