Digital Marketing Evolution During Pandemic

8 min readMay 1, 2022


The popular term “digital marketing” is more commonly used than many others. The pandemic affected all of us, but it also benefited millions of people in other parts of the world. Businesses that had been buried in closets have now come to light thanks to a highly effective marketing strategy known as “digital marketing.” This marketing revolution has far-reaching ramifications in the community. Rather than cooperating routines, it encourages people to develop their creativity and talent.

What is digital marketing?

Digital marketing, often known as online marketing, is the advertising of brands through the internet and other kinds of digital communication in order to engage with potential clients. As a marketing channel, this includes not only email, social media, and internet ad campaigns, but also text and digital media texts.

In the past century, the terminology “digital marketing” was brought into light. Owing to the introduction of the internet and the development of the Web 1.0 platform, the digital era exploded. The Web 1.0 platform allowed users to find and share information, but it did not allow them to distribute it across the internet.

Marketers all around the world were still apprehensive about the digital platform at the time. They weren’t sure if their plans would work because the internet hadn’t been widely adopted yet.

Every marketing that makes use of digital devices which can be leveraged by marketing professionals to deliver promotional messaging and track its effectiveness throughout the consumer experience.

Digital marketing refers to marketing initiatives that display on a computer, phone, tablet, or other device in practice. Online video, display ads, search engine marketing, paid social ads, and social media posts are just a few examples.

Growth of Digital marketing during Pandemic

Global retail e-commerce sales increased to almost $4.28 trillion as a result of the Covid-19 pandemic, with nearly $432 billion generated in the United States. Retail platforms reported a jump of 22 billion visits in June between 2019 and 2021 (the height of Covid-enforced lockdowns), up from 16 billion visits just five months earlier in January, according to popular surveys.

The struggle for traffic increases as more businesses enter the online marketplace. Smaller firms are up against Amazon, Walmart, and Target when it comes to getting found by internet shoppers.

Everything has altered as a result of the Covid-19 pandemic, including how individuals seek information, interact, and even shop. As a result of these changes, brands must rethink how they market to customers and develop new ways to foster loyalty.

As a result, digital marketing is essential for growing brand awareness and traffic to business websites. A thorough digital marketing plan begins with the development of a search-engine-friendly website and extends to a robust social media presence.

Many firms examined their company goals to see if their marketing approach is still serving them, given the disruption to 2020 marketing plans and the ever-changing environment. It was the time to explore new ways if they had previously developed networks physically rather than digitally.

Since many small businesses concentrate on organic marketing methods such as social media and traditional outreach, paid media is becoming increasingly crucial in the online battle for customer attention.

According to numerous sources, as a result of the epidemic, there has been a significant shift in customer behavior for companies to display empathy and trust. Customers increasingly want to know more about the businesses they buy from and what they stand for, which necessitates increased brand awareness.

As consumers grow increasingly mindful of buying from firms with a social conscience and a desire to make the world a better place, this has become especially crucial for social issues.

What are the 7 types of Digital marketing?

There are many ways in which digital marketing can be brought into prospective. Here are the most effective ways of Digital marketing that has helped excel millions of small businesses.

Content Marketing

● Content marketing is a type of online marketing that involves generating, publishing, and distributing content to a specific audience.

● Content marketing is vital because it helps you gain relationships, make connections, enhance conversions, and generate leads by answering your audience’s questions.

● Customers demand high-quality, intended to deliver from their favourite companies in a modern environment.

Website Design

● In the creation and management of websites, web design involves a wide range of talents and disciplines.

● Web graphic design, user interface design, authoring, which include streamlined code and proprietary software, user experience design, and search engine optimization are all areas of web design.

Search Engine Optimization (SEO)

● Search engine optimization, or SEO, is a collection of techniques for improving the appearance and performance of web pages in genuine search results.

● Because organic search is the most common way for people to find and access online material, an effective SEO plan is critical for increasing the quality and quantity of visitors to your site.

Social Media Marketing

● The deployment of social media platforms and websites to advertise a product or service is known as social media marketing.

● Social media marketing is becoming extra popular among practitioners and researchers, despite the fact that the terms e-marketing and digital marketing remain dominant in academia.

Email Marketing

● The process of communicating a commercial message via email, usually to a group of people, is known as email marketing.

● Every email sent to a prospective or established consumer might be considered email marketing in the broadest sense. It entails sending advertisements, soliciting business, or soliciting purchases or donations by email.

Social Media Ads

● One of the quickest and most effective ways to connect with your target audience is through social media ads. These ads offer a lot of earning potential and are an excellent method to increase your digital marketing initiatives.

Google Ads/Search Engine Marketing

● SEM, or search engine marketing, is the practice of increasing search visibility through the use of paid strategies. Previously, the term “search engine marketing” was used to refer to both search engine optimization (SEO) and paid search.

● Brands pay for advertisements to appear as search results on search engine results pages using SEM (SERPs). They target specific keywords so that users who search for those terms would see a brand ad.

What are the Benefits of Digital marketing?

Digital marketing is one of the top trending industries today, owing to the advantages of digital marketing, which have resulted in a significant shift in the way marketing is conducted. Adult internet usage has increased by at least 5% in the last three years. Businesses are taking use of the opportunities that the digital world provides now more than ever.

In other words, online marketing has a significant impact on people’s purchasing decisions. When you start using this tried-and-true online marketing strategy, your company will reap the numerous benefits of digital marketing. Here are a few of the most well-known advantages of digital marketing:

Overall Expense is low

● When it comes to marketing, your return on investment determines whether or not your campaign was a success. It’s no surprise that digital marketing provides a higher return on investment because it is less expensive in more ways than traditional marketing/advertising.

● Many of your charges are inexpensive with digital marketing. Email marketing, social network interactions and postings, and website content are all relatively inexpensive to create. Your CAC is small when clients come to you through these methods.

Chances of High Returns

● One of the most essential components any business or website must consider is the return on investment from advertising. To be able to continue consistent growth, you must be able to maximize the best average ROI on digital marketing.

● According to 19 percent of respondents, paid search efforts offer the best results for their website. According to 18% of our Twitter responders, social media is the most profitable digital marketing channel. Email is the source of the highest return on investment for 14% of respondents.

● One of the most effective digital marketing tactics for generating a high average revenue return is SEO.

Quicker Analysis

● A digital marketing study will, in most situations, contain the following steps: Examining your present marketing strategy, objectives, and audience personalities. You can track your progress with digital marketing analytics.

● Examining the marketing strategy and target audience of your competitors. Investigating the online activity, desires, and language of your target audience.

● When it comes to online advertising, this process is faster because the results are displayed in real time, allowing you to make more informed decisions.

Personalized brand

● Personalization in digital marketing refers to the capacity to personalise messages to specific clients. Brand customization is a method for businesses to tailor the messages, offers, and experiences they provide to each individual visitor.

● Consider it a progression from marketing communications to digital discussions, using data as the foundation. It creates personalized experiences for customers based on their previous actions, purchases, demographics, and browsing habits.

● Declared data, also known as first-party data, is the most important data for personalizing marketing.

Faster communication

● Banner ads, email marketing, content marketing, and social media posts are just a few examples of high-quality digital marketing. As a result, learning how to market yourself creatively online opens up a world of possibilities for future publicity strategies.

● You can also use digital marketing to test and stop campaigns that aren’t performing well in real time. This facilitates richer communication through the use of social media platforms.

No limit to Reach outs

● With no limit on the number of people you can reach, your digital marketing company can grow more globally. Almost all of their shopping is done online for many people.

● You can use digital marketing to reach out to these folks and therefore enhance your company’s reach. You can increase brand recognition and sales by using Google Shopping Ads and brand awareness initiatives.

Much better engagement

● Through website comments, mails, reviews, and social network posts, digital marketing allows you to engage directly with people who read your content.

● This demonstrates that you care about what your consumers have to say and think, making them feel appreciated and a part of the community you’re creating. It also enables you to collect crucial data on client reactions and preferences.

What are the Disadvantages of Digital marketing?

Whenever you begin working in the field of digital marketing, you should be able to identify the following. Nevertheless, you may come to regret it later. As a result, before you get started with digital marketing, you should be aware of these problems:

Wastage of time

● Tools, platforms, and trends evolve at a quick pace, so staying current is critical. Time-consuming — duties like optimizing internet advertising campaigns and developing marketing content can consume a significant amount of time.

● To secure a return on investment, it’s critical to track your progress. This time-consuming procedure can have a significant impact, including internet addiction.

Cut to cut competition

● Since the competition has expanded several folds in the recent past, the digital marketing strategy should be carefully thought out, stand out, grab attention, and have an influence on the target audience.

● Any boring technique or procedure will quickly push the brand out of the competition. Digital marketing efforts have become more competitive, so firms must be relevant to their customers’ requirements and respond quickly.

Privacy issues

● As a digital marketer, you must take website security seriously because it is the most important necessity for any brand. Using firewalls and encryption solutions like VPN to secure the network and network connections is always recommended. The most preferable way is to have a good antivirus.

● Legal considerations must be taken into account while gathering client data for use in digital marketing initiatives. Customer data should be protected first and foremost, as it may be compromised during data breaches.

In digital marketing, certain industries profited more than others during lockdowns due to the nature of their businesses: hotels and tourism, for example, saw earnings plunge. When external circumstances enter the picture, it becomes clear how important it is to be able to think outside the box. Customers who couldn’t find what they needed on the internet simply switched to another site or brand.

In conclusion, digital marketing is a huge chance and to keep up with that will the best strategy for the future.