A revolution is an event that changes the face of society within a brief moment; it may happen on a micro level and change the lifestyle of a country or a community, and at times it may happen on a global-wide level, which is what obviously happened with covid-19. Alongside the health, financial and social changes that occurred throughout the past year, there has also been a somewhat surprising change – the digital change. The entire world of digital marketing received a very substantial and significant boost throughout covid-19. So why exactly did that happen and how do these changes affect us as business owners and marketers?
The obvious reason that invoked this revolution is that covid-19 created an almost complete stop in Life as we know it. We, as adjustable creatures, were inevitably bound to find specific solutions to maintain a somewhat weird routine within a very unstable world. As business owners, this attempt at creating routine started with establishing digital presence; IE, if customers are not able to come and purchase our product or service directly, it is our obligation and necessity (in order to keep our business alive), to allow a different method of purchasing. More and more business owners, who up until 2020 had very little or no digital presence, realized they had to allow for direct digital communication between them and their customers by building websites Instagram accounts Facebook pages, and even TikTok accounts, all to keep the stream of communication alive.
The online commerce scene
As can be expected, online commerce might be the field that showed the largest growth during the pandemic. starting from small businesses and going up to major conglomerates – if you wanted to stay relevant, you were “forced” to open some form of an online store to keep your customers involved. According to statistics of the last year, in the United States alone, 281 new online shops were opened every single day. The value of trade has also increased significantly from 3.3 billion dollars in 2019, to an expected 4.5 billion dollars in 2021. According to different estimates, by the year 2040, about 95% of all commerce will be performed online through online stores.
Online commerce in Israel
A report released by the ministry of economics said it would be expected that in the year 2020 the revenues from online commerce in Israel will double from the revenues in 2016 that were 7 billion new Israeli shekels, to a whopping 15 billion new Israeli shekels, making it 12% of the entire retail market. Despite this data, a survey performed by the ZAP website, says that 90% of the businesses in Israel we’re not prepared for the covid pandemic and did not operate an online store for their business. This statistic sends a very clear message – the online commerce scene in Israel is still only making baby steps and has a lot of room to grow.
The world of digital marketing
In correlation with the transition into online commerce, the world of marketing was forced to reinvent itself and adapt to the current reality. Traditional marketing methods were thrown out the window and replaced with different digital marketing arenas such as social media and internet search engines.
Paid advertisements on social media and Google were much more popular this year as 68% of business owners and advertisers attested that they spend a large chunk of their businesses’ marketing budget on it. 24% have also attested that paid advertising on social media has made a great impact on their sales, but 50% of advertising companies say that it was actually the organic promotion that had the greatest Roi.
The digital marketing scene
So where should you be marketing this year after such revolutionary changes were made to the marketing world? It is easy to say that the biggest players are obviously the social media networks – Facebook, Instagram, and even TikTok, all receiving a very significant growth in users and traffic during this past year. We should also include LinkedIn; although this network has been around for over 18 years, it seems that in the past few years LinkedIn has made sort of a comeback, especially in the business world and now has over 700 million users, who use the network to find jobs, hire new people, and create relevant and viral content. Statistics show that in the year 2020, the LinkedIn ad reach grew by 25 million people and that an ad on LinkedIn can reach 13% of the entire world’s population .Alongside social media, you will of course find search engines like Google and YouTube which allow you to focus your advertising endeavors on a very specific quality target audience. The bottom line is, of course, that any piece of online real estate is an eligible marketing arena and the only thing you need to know right now is how to do it the right way.
We at INO know that sometimes the transition into digital marketing can be difficult for those of us more accustomed to previous marketing methods. That’s exactly what we want to help you do. We believe in good digital marketing and the power it has, to lift an organization or business, expose them to new customers, and help them reach maximum potential. We are here to help you and your business do the same.