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Adapting Digital Marketing Strategies for Remote Work in the Post-Pandemic Era

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In the post-pandemic era, as remote work becomes normalized and attitudes toward productivity continue to evolve, the marketing market is undergoing significant transformations. This widespread adoption of remote work necessitates businesses and marketers to prioritize digital strategies tailored to an online audience to face these new changes.

Post-pandemic changes in consumer behavior

The shift towards remote work has not only transformed the workplace but also significantly influenced consumer behavior (Sajal Kohli, 2020), impacting marketing strategies across the board.

  • Trusted Brands and Sustainability Concerns: Consumers are more inclined towards trusted brands, and there is a polarizing trend towards sustainability concerns.
  • Health and Hygiene Anxiety: Health and hygiene have become important factors in consumers’ purchasing decisions.
  • Growth of online shopping: 63% of shopping activity starts online (Bondarenko, 2024), a trend that is driving the need for companies to optimize their online presence. This has given rise to the emergence of social commerce.

The rise of social commerce

With the increase in remote work screen time and the boom in online shopping, this trend highlights the importance for companies to strengthen their web and social media strategies in a remote work-dominated environment.
Social commerce (Bondarenko, 2024), a form of e-commerce that promotes and sells products and services on social networking sites, it leverages social networks for sales by emphasizing videos, user-generated content, and partnerships with influencers. The emergence of social commerce requires companies to invest more in their social media presence and innovate the way they interact with consumers.

Innovative methods

  • Livestream shopping a revolutionary new way of shopping, initiated in 2016 by Alibaba on the Chinese site. Notably, consumers can place orders by engaging with influencers through live comments, thereby disrupting conventional online shopping hurdles. Consequently, this innovation enables consumers to participate in real-time and expedite the discovery-to-purchase journey. Livestream shopping has proven highly successful in China, with Alibaba’s double 11 pre-sale on Taobao Live making an impressive $7.5 billion in the first 30 minutes in 2020. Furthermore, platforms such as Instagram and TikTok are also incorporating this functionality.
  • Artificial intelligence technologies: Chatbots and AI influencers are revolutionizing brand interaction and content creation. Chatbots streamline marketing by automating tasks like lead and data collection, answering customer service queries, and addressing technical concerns (Jomel Alos, 2022). Meanwhile, AI influencers are becoming increasingly popular in the e-marketing domain for their cost-effectiveness and their capability to create content that aligns with brand image (Baltutan, 2024). 

How should companies and marketing specialists face these post-pandemic changes?

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  • Search Engine Optimization (SEO): Ensure that your brand can be found when potential customers search for it, and that the information on your website is clear and easy to read (Quek, 2020).
  • Content marketing: Build and enhance brand trust through high-quality content. In content marketing, the key is to understand the needs and interests of your target audience and create content that captures their attention and provides valuable information.
  • Explore innovative ways to interact: Use AI technology to enhance the customer experience and take advantage of changes in consumer behavior.

Conclusion

The rapid evolution towards remote work has catalyzed changes in consumer behavior, necessitating a more personalized, interactive, and socially driven marketing approach. Thus, to maintain competitiveness and relevance in the post-pandemic era, businesses must constantly evolve and implement creative approaches to engage and keep customers.

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Sources

Baltutan, A. (2024, Feb 23). Rise of the Machines: How AI Influencers are Taking Over Social Media.

Bondarenko, M. (2024, Feb 29). The Rise of Social Commerce and Gamification of Online Shopping Experience.

Jomel Alos, J. B. (2022, April 28). The Impact of AI on Digital Marketing — 2024 Trends and Forecasts.

Quek, S. (2020, Sep 25). How to Reach Prospects in the New Normal of Remote Working.

Sajal Kohli, B. T. (2020). How COVID-19 is changing consumer behavior – now and forever.

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