The pandemic will end, and things will go back to a state that will be a different kind of normal. Many of us have experienced working remotely for the first time. How we engage with our coworkers has changed, and it’s just one indicator that any kind of connection we’ll have in the future will have a digital component.
Many workplace experts, for example, are predicting that this massive sampling of working from home will change the way businesses approach operations – as well as how they engage with prospects to convert to customers. When we’re not interacting with coworkers using Zoom or Slack, we’re spending a considerable amount of additional time consuming online content.
Following the customer
Most companies today have some sort of digital presence. Their customers expect it. The continued tidal stream of public attention to all things digital means that this is the key intersection where you have to meet them. If you thought it was noisy before, just wait. Things are just getting started.
COVID-19 is rapidly transforming the digital marketing landscape. The United Kingdom was one of the early coronavirus hotspots. Very quickly, Facebook became the locus of more than 300 local COVID-19 support groups reaching more than a million people.
Social media networks and advertising platforms again find themselves in a position to be the gatekeepers. Their users increase, as does the barrier for companies to reach those users. Social distancing has closed down tradeshows, crippling one of the most effective B2B marketing tools. Live events have been cancelled and shopping malls are closed. These are just a sampling of the barriers that businesses of all sizes face.
The race to compensate by quickly beefing up digital marketing is already underway. 123 Internet Group CEO Scott Jones believes that there’s a transformative tsunami forming. “We have seen a real spike during the last few weeks from companies wishing to create or update websites,” he told Forbes Magazine. He added that there’s explosive growth by companies who want to launch new eCommerce sites focused on new audiences moving online.
Not going back
Many companies currently struggle with how they’ll handle cutting through the growing digital noise. Their robust offline networks won’t be resuscitated. Businesses that previously allocated up to 60 percent of their marketing budget to events and conferences will have to find digital opportunities to generate leads.
Whether you’re B2B or B2C, there are new digital opportunities – and you’ll have to grab on to them because the competition to engage your prospects is going to get even more crowded. It’s time to pay even closer attention to consumer behavior, which is undergoing a big change.
- They’ll be online at different times to compensate for their work from home situations.
- Their buying habits will shift and they’ll be looking for things previously purchased through non-digital channels.
- Their emotional context has changed.
- It will be even more difficult to track them as they spend more time behind the walled gardens of social media and use more devices to stay connected online.
Each of these behavioral changes point to the need to push past the anonymous nature of most digital programmatic marketing and advertising strategies. You must determine the identity of those people who are in your market and preparing right now to make a purchase.
Who are these people? Who’s ready to buy, and how do you connect with them?
The most powerful and cost-effective approach to lead generation this way is using artificial intelligence (AI) and machine learning to know precisely where a prospect is in the buyer’s journey. Identity Resolution offers that insight, and marketers can now talk to only people who are ready to make a purchase. We can help you identify the top 3% of people who are actively looking for your product or service in your market and alert you or your sales team – in real time – with the name and contact information of who is looking, and what they are looking for. Learn more.