‘Business as usual’ is now ‘business unusual’ and our way of life has fundamentally changed. No longer can we get together with our friends and family for Sunday lunch or drinks on Friday night. Hanging out at restaurants and coffee shops ‘just because’ has become a thing of the past – at least for the foreseeable future.
The adoption of digital marketing has become increasingly widespread over the last number of years, however there was still a very definite place for traditional marketing such as magazine advertising. Now, with many well-known magazine brands – such as Cosmopolitan, House & Leisure and Good Housekeeping closing their doors – owing to the temporary closure of printing companies, distribution channels and the drying up of advertising, the question has to be asked if whether or not traditional marketing will survive.
A creative adoption of digital marketing
The businesses which have suffered most during the shutdown as a result of COVID-19 are those companies who rely on face-to-face interactions with customers in order to sustain them. Think about the shops that you’d typically find in a mall, for example, speciality boutiques and restaurants.
These establishments have traditionally relied on foot traffic to get customers in the door and buying. With most big chains making the transition seamlessly from traditional to digital marketing thanks to their sizeable budgets, small entities have had to find creative ways of making use of digital marketing channels – such as social media – in order to leave an impact on audiences.
