Digital Marketing in Post-COVID Times | Trends to Follow | Pandemic Effect on the Marketers | Nikola Lugonja | Skillshare

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Digital Marketing in Post-COVID Times | Trends to Follow | Pandemic Effect on the Marketers

teacher avatar Nikola Lugonja, HR and Marketing Instructor

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (14m)
    • 1. Introduction

      1:25
    • 2. Traditional approach to marketing during the crisis

      1:19
    • 3. How the COVID-19 pandemic affected digital marketing

      2:35
    • 4. Trends to follow in the post-COVID times

      5:29
    • 5. Things that every business should do ASAP

      1:44
    • 6. Conclusion

      1:41
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About This Class

Welcome to a short course on the topic of Digital Marketing in the Post-COVID Times. We will be covering what happened in the previous half-year and give some predictions and estimates.

We will cover differentĀ topics from the traditional approach to marketing during the crisis, how COVID-19 affected digital marketing, what are some rising trends to what businesses should do as soon as possible if they still haven't. The course was recorded in the middle of June 2020, based on the data and information available at that moment.

Digital Marketing in Post-COVID Times (lectures):

  1. Introduction

  2. Traditional approach to marketing during the crisis

  3. How the COVID-19 pandemic affected digital marketing

  4. Trends to follow in the post-COVID times

  5. Things that every business should do ASAP

  6. Conclusion

Meet Your Teacher

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Nikola Lugonja

HR and Marketing Instructor

Teacher

-Multi-year experience in both HR and digital marketing. I started my career in Marketing, but over time I dived deeper into the world of Human Resources. I find these two areas commonly overlapping (e.g. when it comes to the employer branding), therefore I will also try to link them in some classes. 

-Here are 4 values that I always keep in mind when preparing and publishing classes:

Keep it short and sweet - eliminating everything that does not bring any value and ensuring the students get the most out of every single second Unscramble the content - making things simple to comprehend and outlining the most important takeaways Always explore - stepping into the unknown to extensively research new topics and broaden the knowledge spectrum Improve on fee... See full profile

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Transcripts

1. Introduction: Hi, everyone. And welcome to this course. As you know, the last couple of months we had and we still do have covert 19 Global Pandemic. We basically saw the world turned upside down and the off course now the burning topic is basically what's going to happen to businesses. In our case, we're going to focus on on the area of digital marketing and online marketing. So I decided to record their scores. Right now, it's the middle off June 2020 and I'm located in Europe, where the situation is pretty back to normal. So right now, I'm able to actually draw some conclusions to do some estimates and four guests about what's going to happen. I didn't want to record its course earlier because of that reason. And yeah, the thing I wanted to emphasize again. I'm in Europe the course of being recorded in June, and please bear in mind that all of the things in this course are only estimates and forecasts. We cannot no what's going to happen in the following months, so don't take them for granted. I only want to provide a bit more context on how this pandemic affected digital marketing And what are some trends that popped up and yeah, what? What are some tips for businesses to do as soon as possible? Thank you once again, and I hope to see in the falling videos. 2. Traditional approach to marketing during the crisis: Welcome back, everyone in this video, I would just like to talk a bit about traditional approach to marketing during the crisis. Firstly, I would like to emphasize that this crisis was and still is significantly different from the ones we had before. Many businesses were able to continue working without any issues they just had to do with remotely. Some of them even improved their performance because they were able to decrease their costs . Um, traditionally, marking is the first theory of business that gets cut during the crisis. Why? Well, simply because it's easier to decrease the project in the short term rather than laying off people or or sacrifice dividends and profits. My opinion is that in order for business to excel in the post covert times, they will have to build and keep the continuous communication with their audience and followers. So I really find digital marketing to have a lot of potential in the times that are coming and thank you for watching and I really hope to see in the following videos who will be talking about how this pandemic affected digital marketing and which turns bulked up. Thank you once again and I hope to see you there 3. How the COVID-19 pandemic affected digital marketing: Hello, everyone. And welcome to this video where we're going to talk about how Corbett, 19 pandemic affected digital marketing. And it's serious off advertising campaigns, plans, messaging and so one. First of all, I would like to talk a bit about the ads for advertisement. It was a really challenging time because marketers and businesses had to adapt really quickly. They had to change their plans. Their messaging, the traditional approach off one size fits all Western was not possible in this case because the situation was developing differently in different markets. Even within one market or within one country. Different regions were affected differently, so the messages had to be adapt that they had to be adjusted constantly from day to day, depending on the situation. So that was a challenging time for marketers, in order to Teoh give the appropriate message and to showed themselves in the best possible light. Moreover, out of home advertising was really affected by this crisis bill. Birds that were usually full on seen by thousands or millions of people were now empty. People were under lock down. Which men did they, then the more time inside of social media's watching TV reading news. So in that way I would say that digital marketing was and still is a great place and a great opportunity for businesses. But it has to be utilized in the best possible weight. And moreover, I must add that businesses had to adapt to also challenging times in terms off fares or events that they had many off them, where most of them had to be canceled. So some of them decided toe hold them virtually for some conferences and events that managed to be that was successful for some, unfortunately, didn't. The last thing I would like to add here is that there was an interesting study saying that businesses used 27 fewer photos where people were handshaking or having some close contact or hugging in order to go along with the situation that that was actually something really , really interesting to see. So those were some takeaways from this video. In the falling one, we will be for basting with some trans to follow in the post Kobe times. Thank you for watching, and I hope to see you there 4. Trends to follow in the post-COVID times: Hello, everyone. Welcome to this video where we're going to talk about Trans to follow in the post Kobe times before we start naming to the trends, I would like to focus a bit on and spend a few words and buyer personas. They will definitely have to get updated, and I will talk about consumers habits in the following a minute's as's for to buy personas . I would have to say that there are some questions that businesses will have to ask themselves to see how their customers have changed and how their habits have changed. These are some of the questions. How did the needs of your customers change? How did their budgets change? Are the same customers still part of your target group? Should your target different customer group? Are you still offering the right services to the right group? And now, when it comes to the trends, first of all, I would say that it's really important for marketers to research how consumers habits are changing, and this will definitely be a major trend throughout the rest of 2020. As for the surges, they have dropped dramatically for near me terms and spike for delivery which is logical because people cannot leave their homes in some situations. Since everyone began practising social distancing, social media has seen a huge up stick in traffic. If you're promoting your brand, you should definitely consider creating shop herbal posts to offer people instant experiences. Inbound marketing is more important than ever now, just to remind ourselves inbound marketing is the process off a tracking the potential, the attention off potential clients with content creation before they're even ready to buy . And during a time when everyone is facing challenges, companies really need to continue communicating their brand identity and values. And next thing are emphasizing ethics. Companies that act ethically in retaining stuff, being supply years or helping society in other ways will be able to highlight this in content marketing and the ones that don't might potentially suffer reputational damage. Currently, many advertising campaigns are turning to video marketing because they're focused on boosting branding and use a Roy reality on your formats and focus arising in the Mantis well and next. Because it's impossible to have direct contact with the product, the information on the Web about the product's features and available stock is more important than ever. Why well to drive sales and also gain better organic positioning. Furthermore, Break and the click business model will become a necessity during the log down. Those who did not have the online store could not offer at least delivery of their goods. They had to shut down. If your business is already present online besides your physical store, then digital marketing strategies should support the reopening on your physical stores that were closed during the log down. Many factors come into play here that we should take into consideration, such as updating Google, my business information communication plan about safety measures, enhancing the use off Onley channels and so one. In addition, it could be well that consumers emerge from the crisis with some different priorities, values and additives, all of which could, of course, impact how they want to spend their time and money. This is why the first thing we mentioned was to research consumer habits, and that's why we said that buyer personas needs to be updated at the growth of e commerce , and the use of Internet has already been a major feature off life and economics. But this crisis may serve to accelerate that growth. And finally, I must say that some remote habits will definitely remain, especially for Generation X and baby boomers who forcibly had to adapt to some new situations, such as ordering everyday shopping online is much more practical to studying in the long queues at the supermarkets, and non essential goods and services can be bought online. That's something that they also realized that the Internet can provide the source of entertainment when alternatives outside, they're not available. And it could do with pretty well on the Internet, especially social media and chatting. Gaps are increasing, increasing the useful tool off communicating especially for staying in touch with friends and family who cannot be visited in person. If if the situation is like that. So those were some of the major trends that will influence the post coffin covert times, I definitely think that they should all be taken into account and the marketing strategy should be adapted According to them. Off course, there are many other emerging topics emergent friends, so be sure to stay, always updated and to adjust to any changes. Thank you for watching as you in the falling videos 5. Things that every business should do ASAP: Hi, everyone. Welcome to this video where we're going to talk about things that businesses should you assume this possible if they still haven't on these air, some tips, unique ones and crucial ones for this situation for this period, the 1st 1 would be to present and the be visible for the user. Aled time accepting the situation, providing immediate support when possible. Putting solidarity, actions, emotion, whether that's alone with partners in Kabul, oration with other companies, suppliers or even public organizations. The next thing to inform about any changes in the service, especially if you're a local business, the status of the physical store or the delivery time. If there's any working hours etcetera, that's really important in order to solve any queries, thous or questions that potential visitors might have. Also, it's really important to communicate any adopted measures regarding safety off the physical place. Next thing, assess the next actions while always listen to the users in the situation. Sometimes it's hard to no and decide what's right or wrong. So take into account feedback. You get from your visitors whenever possible and finally make long term plans flexible and adaptable and also make alternative short plans. That is really important because we don't know what might happen in the falling period. So really very adaptable. Especially now, have some plants in reserve. And in that way you will be able to, uh, go through the crisis much easier. Thank you once again, and I hope to see in the following videos. 6. Conclusion: Welcome back once again. Thank you for watching the previous videos. This is the final one where I just want to draw a conclusion. And the first of all, I would like toe to stress once again that these were all just my estimates and my focus on what might happen. The situation is still pretty unclear. We don't know what's going to happen. As I said, this video is accorded in the middle of June 2020. I'm located in Europe, where the situation is pretty much back to normal. For many businesses, they're still able toe, they're able to recover. And during that phase, some businesses from certain industries such as tourism industry, they're still struggling. But as I mentioned, I will stand behind things that I said in this course those things such as continuous communication, showing ethical values, supporting your customers, communicating with them. Those are the things that really matter and that will help businesses go through this period, and that will help them build lasting relationships with their customers. I would also give to more important tips. One would be, since this is a period of uncertainty, it's really good to benchmark to keep track on what competitors are doing and also to be ready to change plans to make your plans flexible adjustable to to have backup plans and all of those things will help you actually go through this this period of crisis and excel and boost your performance even more. Thank you once again, and I hope to see in the falling courses.