With an increasing number of people working and spending time at home due to COVID-19 quarantine protocols, e-commerce has found a substantial increase in sales. The online spending spikes first occurred in late April to early May, about a month following the initial quarantine shutdown. According to market studies, the sales growth levels were high enough that it would have taken four to six years to reach otherwise if it had not been for the pandemic.
The spikes are primarily attributed to the increase of web traffic during the quarantine. Due to most outside activities and locations being closed, society at large has turned to online platforms for their means of entertainment, shopping, and communication. Along with companies altering their business models to better accommodate for online and other needed changes during the pandemic, e-commerce has jumped $52 billion according to the June Adobe Digital Economy Index. Newer services such as online order for store curbside and similar trends have also sprouted from the switch to an online-focused market, with analysts predicting the model might be here to stay post-pandemic.
Even despite the quick adaptation for a web-based world, the growth in the online marketplace has still found its share of growing pains. Considering that web traffic unexpectedly spiked to exponential levels, most businesses were not prepared to find such a rapid influx of new purchases, let alone effectively communicate issues. Even bigger online shopping sites such as Amazon have dealt with their share of stock shortages, shipping, and delivery delays, and many more challenges caused by the current landscape of the virus. Small businesses especially have struggled to adapt their business and communication plans due to the sudden unexpected changes to society at large.
To remedy this situation, marketers have taken to shifting marketing angles to properly communicate with brand audiences through the most effective online means. Realizing this shift from brick and mortar to online, marketers have made strides to alter ad campaigns for digital means.
With society's already high computer and smart device usage being increased from stay-at-home orders, audiences have been even more willing to purchase online. This has made marketers prioritize Facebook, Twitter, Instagram, Facebook, and Google PPC ads alongside other traditional means such as television, radio, and print ads, with those mediums being allocated to best reach the top of the funnel and drive any TV traffic towards brand websites and social profiles. Small businesses specifically have flocked to Facebook and Instagram to alert their audiences of news regarding their strategies and business updates during the pandemic. As the pandemic forces a much more online-focused world, digital marketing paired with traditional advertising and e-commerce practices is the best way to drive sales to your business amid this uncertainty.
If you need help communicating and altering your brand's communication and ad strategy to promote your online business models during COVID-19, you can contact us at Kingstar directly by clicking here.