How Marketing Funnels Evolved During the Pandemic

The COVID-19 epidemic had a profound impact in the way advertisers and marketers plan and execute marketing campaigns for their respective brands. The industry witnessed an explosion in changes in business paradigms over the past year. These changes also led to new marketing channels for consumers.

The global crisis has profoundly changed the business landscape. A problem can be when creative and bold marketers can disrupt the market and learn from it.

COVID-19 changed the consumer behavior pattern and pushed marketers to keep innovating. E-commerce is moving across all industries. The e-commerce model was a success with many brands but was not the only option for those situations when everything was closed. This was not the only reason it encouraged brands to start working on D2C channels and build their shopping portals instead of relying solely on e-commerce channels.

Marketing has shifted to focusing on everyday products rather than premium products. Marketers adapt their marketing budgets to the changing industry. Companies during testing are less concerned with contextual advertising and are more interested in personalized ads to connect with audience on an individual basis. Brands can create positive connections with consumers by using such insights.

Vernacular ads

As Internet penetration grows in tier II cities and III cities, regional content demand is increasing rapidly. Over the last few decades, natives have been increasingly interested in restricted content. The COVID-19 lockdown has also accelerated viewers’ desire to consume more content. Advertising agencies have been able to prioritize their ad spending accordingly. In the second half, regional spending saw an upward trend. With content reaching every corner, brands are beginning to realize the potential. To diversify their reach, brands are now focusing their advertising strategies on regional ads. They can talk to their target audience in an affable regional expression that has the right regional nuance.

E-commerce/D2C Approach

Retail shops that were shut down for prolonged periods put brands in difficult straits to continue their operations. E-commerce was an essential part of the consumer supply chain.

D2C channels were a popular way for brands to increase their sales and reach new customers. Mankind Pharma also launched a D2C channel to target consumers directly. COVID-19 is changing consumer behavior buying patterns. People are more inclined to use e-commerce for daily essentials. This trend shows a tremendous opportunity for D2C brand success.

Digital media

The brand’s marketing strategy has placed digital media at the forefront. Social media, influencers, content marketing, are the main focus areas. Because of the restrictions placed on the market, companies could focus heavily on influencer advertising as one of the best ways to reach their target audience.

While brands may have been associated with influencers before, COVID-19 is a fundamental shift in how the industry approaches it. Influencer marketing used to be a short-term strategy, but the focus of marketing campaigns now revolves around it. Because of the vast shape up, brands now focus on regional influencers. For our various brands like Manforce, AcneStar Gas-O-Fast, and Prega News, we also hired regional influencers to make connections with them.

These changes were so rapid that it was better to move with the times than relying solely on the old methods. It is crucial to innovate to grow the business.

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Samatha Vale
Samatha a senior writer for HC's entertainment team. She is an entreprenuer, mother and an excellent writer. She's also an avid reader, music enthusiast and all around inquisitive person - which is just a nice way of saying she's nosy.

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