What will our businesses look like in the aftermath of COVID-19? No one is quite sure since there’s no real end date to the virus in sight. One thing we do know is the importance marketing will play in attracting customers back to our stores, restaurants, shops, and offices.
For many small businesses, getting customers to their physical locations may be a challenge for a while. That’s why it’s vital to have a robust e-commerce site that attracts customers and clients, so they can do business with you from the comfort of their homes. But, even more important, business owners need a solid marketing strategy—one that will carry them through the current crisis and afterwards into the post-pandemic business landscape.
To get some insight I talked to the founders of A&E, a digital agency with a large portfolio of Fortune 500 company clients, including J&J, P&G, Netflix, VF Corp, and Wells Fargo. The founders—a powerful sister duo—Amra Beganovich and Elma Beganovich, are mega-social-influencers with over 2.2 million followers.
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You can learn more about them here: Forbes, Bloomberg Television, Financial Times, Inc., and Business Insider Video.
How do you think post-pandemic marketing will differ from “before”?
Amra & Elma Beganovich: Post-pandemic marketing will continue to increase spending on digital channels, such as social media (Instagram, YouTube, TikTok, etc.) because consumers have become educated in online shopping. It’s [usually] more expensive for companies to break consumer habits, but the pandemic broke the habit of going to brick-and-mortar stores and steered consumers towards e-commerce and app shopping.
Moreover, social media continues to evolve and produce tools for retailers so they’re able to direct and track traffic coming from different channels, whether it’s from influencer marketing or direct marketing through the brand’s own platforms. For example, companies are now able to use swipe-up links on Instagram’s InstaStories—whether on the brand’s owned social channels or through influencers—to understand where their traffic is coming from and increase the overall visibility of their brand online.
The technologies will continue to evolve that will decrease the cost of digital marketing, making it a very lucrative form of marketing for businesses of all sizes and at all stages.