COVID-19: Be Reactive to the Changing Marketing Landscape

Last edited 16 June, 2022
Industry Insights
2 min read.

The coronavirus pandemic has affected individuals, businesses and entire industries across the country over the last few months. It is predicted to have a long-term impact on the world of marketing – but what effect has it had so far?

45% of global consumers are spending more time on social media

Even as the country eases out of lockdown, individuals across the UK are spending more time at home and on social media.

With more people on their phones, looking for engaging content to keep them busy, social media has and will continue to be part of a daily routine that people use to communicate and check in with their friends.

It is thought that social media spending will rise by 22.2% as a result of the coronavirus pandemic, with consumer-led businesses harnessing the power of social media to engage with their audience. Setting up adverts to target your audience on the platforms they’re using anyway and providing your audience with the content they want to see is important for business. Make sure to use social media to your advantage.

Global Twitter conversations about Covid-19 quadrupled in March

Your audience is also using their social media platforms, on websites such as Twitter, to communicate with their friends, followers and favourite brands about what’s going on in the world. How your business reacts to these news stories and how you communicate this to your audience on social media is hugely important.

How did your business react to government guidelines following the coronavirus pandemic? How are you showing your audience that you care about them, your employees, clients and consumers?

As 2020 continues, difficult conversations need to be initiated. Whether it’s showing how your business has adapted during the coronavirus pandemic or portraying how you’re planning on doing your bit for the Black Lives Matter movement, it’s imperative that you communicate effectively with your audience.

In doing so, not only do you take important steps in ensuring the health, wellbeing and care of your employees and audience, but you also portray your business as a respectable and ethical place of work.  

Retail email open rates 40% higher than they were pre-coronavirus

With non-essential shops closed, consumers across the country have turned to e-commerce shops for their purchases. Whether it’s ordering new clothes, books or sports gear, consumers must now shop online. This combined with people spending an increased amount of time at home and online has led to a substantial increase in email open rates.

This offers an appealing feature to businesses and brands that are unable to open during the government’s lockdown. When customers may have taken a trip to a shopping centre to browse, they now have to pinpoint what they see by searching online for specific brands or businesses. By emailing your audience offers, discounts or just letting them know what you have in stock, you can get in front of your target audience. You can then translate this into longer-term engagement by looking closely at customer journeys and nurturing a relationship with your customers. 

EDGE Creative

The world of marketing is changing, and it’s important that your business keeps up. Having a strong, reactive marketing strategy in place provides your company with many benefits.

At EDGE Creative, we understand how this can be difficult, especially if you don’t know where to start. This is why we are offering a one-hour free-of-charge consultation with a Marketing Director. Enquire today by emailing or calling us on 0121 355 8092.


Karen O'Donovan

Client Services Director

As Client Services Director, Karen is hugely passionate about delivering top-tier marketing ideas that make an impact. From assisting with the seed of an idea to watching it grow and succeed, Karen is always identifying and seizing opportunities for our clients to add value and achieve more. Simply put – business and marketing is part of Karen’s DNA.

It’s in Karen’s nature to challenge, ask questions and dig deeper into analytics in order to get a true understanding of a clients’ objectives and deliver outstanding results. Karen’s best memories at EDGE are from our many team nights out – even when she was beaten by Kelly at bowling.