30-second summary:
- The COVID-19 era dramatically impacted the world, and marketers are scrambling to adjust.
- If you want to stay on top of what’s going on in the marketing industry, you have to meet people where they are.
- Founder and CEO of Teknicks, Nick Chasinov, shares three marketing trends that can help businesses meet consumer demand and capitalize on the industry dynamics.
Today, marketing shifts happen without warning and seemingly overnight. The novel coronavirus caused the initial wave, and now the industry is impacted[1] by the surf. People under stay-at-home orders are spending more time online, leading to Facebook traffic spikes, Google search adjustments, and the rise in popularity of social channels like TikTok[2]. The COVID-19 era impacted the world, and marketers are scrambling to adjust.
Before the internet, changes in the marketing space occurred at a glacial pace. Marketers would develop best practices for the rare emergence of a new channel and stick to them for a long time. For example, TV induced the creation of video commercials in the late 1940s, but those advertisements remained mostly unchanged for decades.
However, the most successful marketing campaigns of all time[3] leveraged new innovative marketing strategies. If you want to stay on top of what’s going on in the marketing industry, you have to meet people where they are. Here are three marketing trends that apply during the COVID-19 era:
1. Featured snippets
Search evolves quickly, and that’s made even more evident by how we’re searching amid the COVID-19 era. People have specific questions[4] they want answers for, such as “Can I freeze milk?” or “Does X restaurant deliver?”. Because of this, featured snippets — boxed search results that appear at the top of the screen — are extremely coveted.
These spots provide instantaneous answers to user queries,