Rayan M Tarraf, CEO, Glimpse Digital Marketing Image Credit: Supplied

The global pandemic is driving businesses to become increasingly reliant towards digital marketing strategy more than ever before. The rising uncertainties over face-to-face meetings with clients, live events and conferences have led most companies to revisit their marketing plan to deliver a sense of safety and trust amongst the customers.

Digital acceptance is undoubtedly critical to foster client relations and mitigate losses in times of Covid-19 unprecedented crisis, says Rayan M. Tarraf, Dubai-based entrepreneur and an award-winning digital marketer. He is the author of best-selling books - The Middle East Guide to Social Media (2018) and The Easy Guidebook to Social Media (2020).

These bestselling books are critical to foster client relations and mitigate losses during Covid-19 Image Credit: Supplied

"Companies are shifting to embrace digital channels, which involves content marketing, web and social media marketing, SEO and influencer-led campaigns to reach new audiences. Businesses also turn to live social platforms like Facebook, Instagram or LinkedIn Live to communicate and build client engagement, showcase brand's social responsibility in tough times and educate audiences on the importance of social distancing, adopting safety measures and more," says Tarraf.

However, having your brand's presence on all digital channels is not necessary. Instead, look for platforms that align with your goals, meets the preferences of your target audiences and lets you easily connect with new and existing customers, adds Tarraf, who is also the founder and CEO of Glimpse Digital Marketing.

His advice to companies is to pick the platform that leverages your strengths, complements with your business's personality, is sustainable and provides you with a solid return on investment.

Here are the two leading digital marketing trends that have emerged amid the global pandemic:

Limited physical meet-ups

With businesses witnessing little foot traffic in the current times, there is a rising need to optimize your company website and upgrade your digital presence because it becomes the face of your brand.

This would require attractive landing pages that are crisper and catchy, informative blogs, infographics, photos, and accurately presented reviews, and regular emailing of newsletters to engage the audiences.

Social media existence is equally essential as it builds up the trust factor. Let your customers know that you are there to listen to their expectations, needs and address their queries, even in the situation when they cannot reach and meet with you face to face.

Internet influenced by Covid-19

Another prominent trend currently observed is the shift of search by users to Covid-related content. It means you need to turn your attention to strategies and solutions that revolve around the pandemic impact and changing consumer behaviours.

Review search terms regularly and understand the audiences' needs. Also, ensure your content does not highlight any negatives, instead make use of relevant keywords that apply to your business needs, vision and plans.

Be empathetic, set the right tone of your content to communicate, establish an emotional connect with consumers and create organic content relevant to the present times.

Marketers tend to have significant control over how to present your company in front of the customers. And, digital channels will inevitably become a vital part of the long-term marketing contingency plans, making companies more resilient to deal with any future unforeseen situations.

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