Digital Communication

By Iviwe Booysen

 

Trends in the Digital Market and Communication

According to Gupta (2020:434) “Digital marketing encompasses all the marketing efforts using information technology. It includes spectrum of tactics like website marketing, search engine optimization, pay-per-click advertising, e-mail marketing, social media marketing, affiliate marketing, mobile marketing video marketing, content marketing, etc. Depending on the type and scale of business, companies need to use digital marketing tools to compete in an overly competitive digital landscape.” 
During the outbreak of the Covid pandemic, companies had to use the digital marketing tools effectively to get customers and sell their products. Here are examples of these digital marketing and communication trends:

Email Marketing: companies used Emails to promote their products faster and promote discounted products and also  promo codes for store purchases or online purchases(Gupta: 2020).

Social Media Marketing: Social media platforms have now been used more frequently to also communicate with customers and make them aware of the products more especially brands. Facebook, Instagram are some social media platforms used by businesses. An example of big business on social media platforms is WISH. People can see their products and all discounts on Facebook. KFC also now uses WhatsApp to get their customers to order food online(Gupta: 2020).

Influencer Marketing: since customers could not go and see the products in store companies started using more influencers with vlogs on Youtube and other platforms to show off their products and test them out. This lead to an increase in social media influencers on Instagram as well. An example of this is Instagram made surveys making the people send and subscribe to be chosen to be brand ambassadors of Adidas and Apple iPhone.(Gupta: 2020)
Digital communication and marketing tools were used in education as well  since students were stuck at home.

Google classroom was used as a platform for primary schools and high schools to reach and teach the learners the school work. Learners are able to interact with teachers and do school work.

Zoom is a social media platform that is a VIOP and also trending because of employees that had to work from home. This allowed them to be in meetings with the company board etc, so the business had a move on in the hard times.

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