Since Q1 2020, a majority of businesses had to rethink their marketing strategy and quick decisions needed to be made as remote work became the new normal. Firms that might have relied heavily on offline marketing had to reallocate budgets and find new ways to target audiences relying solely on technology.
A Salesforce report that surveyed over 8000 marketers found that over 48% of respondents believed that their marketing strategy has fully or partly changed since pre-Covid. Over 91% of marketers surveyed used social media and digital ads, 86%+ used digital content, websites and applications and over 75% used email. Over 90% also use video which is the medium that seems to have gained the most traction in recent times.
Covid-19's impact on many B2B firms for whom in-person events was the primary marketing medium was also quite extensive as they had to pivot quickly to try and attract customers via digital strategies. This included increasing presence on social media (Instagram, Tik Tok etc) and upping the spend on influencer marketing.
Overall, all signs point towards the pandemic fundamentally changing the game when it comes to marketing strategy. While the pivot to digital marketing might have happened eventually across the board, Covid-19 accelerated the shift much quicker than expected.
Sources: https://www.retailwire.com/discussion/did-the-pandemic-change-digital-marketing-for-good/
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