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The Content Marketing landscape is an ever-changing one. It is always transforming because the way consumers interact with brands keeps on evolving with time. Gone are the days when it was just limited to blog posts and editorials. It is now a holistic approach that relies on a vast range of digital marketing tactics such as email, social media, SEO, and third-party, interactive and video content. It now plays a more significant role in reinforcing the brand positioning and fueling purchase decision making than ever before.
Posted by Content Connoisseur On July 7, 2020
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The lockdown has brought with it a massive shift in the way business carry out their operations. It has forever disrupted the market by realigning trends, priorities, and customer behaviour. As the nation prepares to embrace this new normal and move towards business recovery with Unlock 1.0, Ad Tech will be seen in a new and positive light.
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WhatsApp is one of the most widely used messaging platforms in India. According to some estimates, there are around 200 million WhatsApp users in India. The credit for its vast popularity goes to its user-friendliness, security, and exciting features that allow users to express themselves better. As its user base grows relentlessly, businesses have started using it to stay in touch with their customers and channel partners.
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Marked by significant shifts in consumer behaviour and the buyer journey, the post-lockdown world will be full of challenges for businesses. According to the Pivot to Digital: 90 Days and Beyond Report by Pulp Strategy, 55% of Indians will increase their online spends in comparison to pre-pandemic levels. The same report also says that 52% of consumers show intent to switch retailers and shop from new websites. These fast-paced developments have made embracing ecommerce and taking the business online crucial for businesses.
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The need for social distancing in the post-lockdown world has made going online imperative for businesses to survive and thrive in the changed business landscape. A large number of brands have gone online for the first time recently, others who already have an online presence are working towards further strengthening it. The online marketing is going to get crowded and closely contested space with brands adopting more or less similar digital marketing techniques to spread awareness, enhance engagement and ensure conversions.
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The COVID-19 pandemic has changed the business landscape completely. Consumer behaviour has undergone a sea change, so is the buyer journey. According to the Pivot to Digital Report by Pulp Strategy, the use of digital media on the smartphone is now at 4h/day, up by 14% from pre-COVID-19 times. The consumers buying pattern has also changed with 32% of households (40% of households with children) significantly increasing their e-commerce spends in the pandemic period and 33% of households expecting their future online purchases to grow. On top of it, video content consumption has skyrocketed. By the end of 2020, it will increase to 100 minutes per day, and, by 2022, videos will constitute 82% of all content shared online.
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The COVID-19 pandemic has impacted the lives and livelihoods of billions of people globally in an unprecedented way. As the contagion rages on around the globe, people have restricted their movements, venturing out of home only for essential work and working from home.
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Video consumption is now at an all-time high and growing leaps and bounds owing to the increased Internet speeds on both mobile and desktops and drastically reduced data charges. The growing preference of video over other forms of static marketing communication has made video marketing a must-have for marketers vying for the consumers’ attention and time on digital platforms.
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As the country-wide lockdown gradually ends, brands are staring at a bleak future marked by reduced footfalls at retail outlets and lower propensity to spend among consumers in comparison to pre-lockdown days. According to a recent report, 60% of Indian consumers believe the way they shop would undergo a significant transformation owing to health concerns associated with the COVID-19 outbreak.
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With a pandemic to fight and an unlocked lockdown to live, everyone has nothing to do but watch Netflix and chill. The IGTV videos, the WhatsApp group notifications might take a break, but the TV bug inside us isn’t. Entertainment has now shifted online, and so has the audience. If you’re not living under a rock, you must have watched or heard about Money Heist aka Casa De Papel, an award-wining Spanish Drama series that recently released its fourth season. It has turned out to be one of the most-watched shows on the platform.
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