Young, hungry, and raring to go sums up the attitude of the young working professionals of today. They seem to perform best under pressure. Perhaps it is due to this that young digital marketers like Paul James are beginning to see a clear picture of digital marketing emerging from the blur of COVID-19.
COVID-19 managed to throw most people off-balance for a while. But the human element soon took over, and most started getting back to doing familiar things in an unfamiliar way. The most outgoing among us diverted their energies towards learning new hobbies. Some began to see the bright side of working from home, and others used it to relax. As the good old human spirit returns to its full form, it will not be without the aid of social media, YouTube, video chats, and more. According to digital marketing expert Paul James, the rise in these changes will amount to an increase in the use of digital marketing. He discusses the importance of digital marketing amidst COVID-19.
Think differently
Traditional marketing methods took a beating during the quarantine. Digital marketing was an exception. Although compromises were made concerning product availability and delivery time, it did manage to drive home the point that it can survive the toughest of challenges. “Its ability to adapt and evolve gives it a greater advantage in times of crisis,” says Paul. According to him, digital marketing “pushes our creative boundaries because, as a medium, it’s inherently equipped to deliver all kinds of possibilities. All it takes is one’s keen and active imagination.”
Digital marketing has an emotional edge.
From encouraging people to develop new hobbies and reignite old ones to sharing inspiring and heartbreaking stories of people dealing with the lockdown, digital marketing has managed to keep people and brands emotionally connected. According to Paul, “digital marketing has the potential to break free from the coldness generally associated with marketing and develop an emotional connect with users/viewers by walking with them and talking like them.”
Remote working is here to stay.
The oldest trick in the marketing hat is to be there where the consumer is. With remote working gaining reputation as a professional way of working, most consumers will be found in their homes. “This sanctum sanctorum,” says Paul, “is no place for traditional marketing as COVID-19 has proven, but it has opened its doors for digital marketing without much problem.”
Digital marketing is the future of marketing. It takes on from where traditional marketing leaves. While this transformation is inevitable, experts like Paul need to ensure that business ethics and customer privacy are maintained throughout this transition period.
