文章目录[隐藏]
- 1. Ecommerce is crucial to brand success
- 1. 电子商务是品牌成功的关键
- 2. Sectors need to pivot and reinvent
- 2. 行业需要转向和重塑
- 3. Local vs. global marketing – The value of community
- 3. 本地营销与全球营销-社区的价值
- 4. Paid search and brand marketing need to combine forces
- 4. 付费搜索和品牌营销需要结合力量
- 5. Customer experience is everything!
- 5. 客户体验就是一切
- 6. Social Commerce is accelerating
- 6. 社会化商业正在加速发展
- Tap into the potential of digital marketing
- 挖掘数字营销的潜力
- Oh 游读者 👋It’s nice to meet you.
- 每周三，您都将收到一封内容详实的Newsletter.
- Oh 游读者 👋It’s nice to meet you.
- 每周三，您都将收到一封内容详实的Newsletter.
The Covid-19 pandemic has changed everything, from the way people seek information, communicate, and even purchase. These changes mean that brands have to rethink how they market to customers and find new ways to build loyalty.
2019冠状病毒疾病流感大流行已经改变了一切，从人们寻求信息、交流甚至购买的方式。这些变化意味着品牌必须重新考虑如何向消费者推销产品，并找到新的方法来建立忠诚度。
In tandem, the way people work in companies has radically altered. The days of 9 to 5 in the office are gone, to be replaced by remote and hybrid working. This drastic change has forced companies to reassess how teams can communicate and work together to drive business success.
与此同时，人们在公司的工作方式也发生了根本性的变化。办公室朝九晚五的日子已经一去不复返了，取而代之的是远程工作和混合工作。这种剧烈的变化迫使公司重新评估团队如何沟通和合作来推动商业成功。
So, how have brands been learning to cope with Covid-19 and what impact does it have on the digital marketing activities of today and tomorrow? Our findings reveal 6 significant developments that companies need to consider as they strive to thrive in a post-pandemic world.
那么，品牌是如何学习应对2019冠状病毒疾病的呢? 它对今天和明天的数字营销活动有什么影响呢？我们的研究结果揭示了6个重要的发展，公司需要考虑，因为他们努力在后大流行世界蓬勃发展。
1. Ecommerce is crucial to brand success
1. 电子商务是品牌成功的关键
As a result of the Covid-19 pandemic, global retail e-commerce sales rose to nearly $4.28 trillion with nearly $432 billion of that being generated in the United States. Between 2019 and 2021 (the peak of Covid-enforced lockdowns), retail platforms – according to Statista – reported a surge of 22 billion visits in June up from 16 billion visits just five months earlier, in January.
由于2019冠状病毒疾病的流行，全球零售电子商务销售额上升到近4.28万亿美元，其中近4320亿美元来自美国。根据 Statista 的数据，从2019年到2021年(ovid 强制封锁的高峰期) ，零售平台6月份的访问量激增了220亿次，而仅仅5个月前的1月份就达到了160亿次。
In the UK, Charged Retail reported that online sales broke records by reaching £10 billion in July 2021 as 40% of people chose to shop from home rather than visit a physical store despite the end of lockdown. In Q2 2021, Shopify revealed it reached its first $1 billion in a quarter on record with its Gross Merchandise Volume (GMV), up 57% year-on-year.
在英国，充电零售公司报告说，2021年7月在线销售额打破了记录，达到100亿美元，因为尽管封锁结束，40% 的人选择在家购物而不是去实体店购物。在2021年第二季度，Shopify 透露其第一个季度达到了10亿美元，其总商品量(GMV)同比增长57% 。
And, Shopify isn’t the only company to benefit. GlobalData research revealed that 90% of the top ten ecommerce sites such as Amazon and Alibaba saw double-digit revenue growth. This was due to an increase in the number of people visiting online retail platforms as a result of Covid.
而且，Shopify 并不是唯一受益的公司。GlobalData 的研究显示，亚马逊(Amazon)和阿里巴巴(alibaba)等十大电子商务网站中，有90% 的网站收入实现了两位数的增长。这是由于访问在线零售平台的人数增加了，因为 ovid。
And this trend in online retail shopping is continuing, even after the introduction of mass vaccinations, and a shift to more normal life. Many countries are still experiencing huge spikes with Deloitte predicting that U.S holiday retail sales in late 2021 will increase by 7 to 9% while in South-East Asia, ecommerce penetration will grow by 85%, outpacing India (+10%) and China (+5%) and digital consumer spend in this region will increase by 60% by the end of 2021.
这种网上零售的趋势仍在继续，即使在大规模疫苗接种和向更正常生活的转变之后。许多国家仍在经历巨大的峰值，德勤预测，2021年末，美国假日零售销售额将增长7% 至9% ，而在东南亚，电子商务渗透率将增长85% ，超过印度(+ 10%)和中国(+ 5%) ，到2021年底，该地区的数字消费支出将增长60% 。
Whether it’s directly on your brand’s website, through social media or a third-party site such as Amazon or Shopify, optimizing your brand’s ecommerce offering will lead to more leads and sales in this new digital world.
无论是直接在你的品牌网站上，还是通过社交媒体或第三方网站，如亚马逊或 Shopify，优化你的品牌的电子商务提供将导致更多的线索和销售在这个新的数字世界。
2. Sectors need to pivot and reinvent
2. 行业需要转向和重塑
Due to the nature of their businesses, certain sectors benefited more than others during lockdowns: for example, hospitality and tourism unsurprisingly saw their profits plummet.
由于其业务的性质，某些部门在停摆期间比其他部门获益更多: 例如，酒店业和旅游业不出所料地看到他们的利润急剧下降。
What became apparent was the importance of being able to think outside the box when external factors come into play. Customers with no option to buy what they needed online just went to another site or brand.
显而易见的是，当外部因素发挥作用时，能够跳出常规思维的重要性。顾客没有选择在网上购买他们需要的东西，只是去了另一个网站或品牌。
Retail
零售业
An example of this was retail chain Primark, who lost $1 billion during the pandemic by not adopting an ecommerce model. While customers said they would welcome an online shop, Primark stated that the cost of setting up an online function would affect the prices they could offer customers. The bottom line? Primark was not prepared logistically for such an undertaking and starting an ecommerce site would have cost time and money.
这方面的一个例子是零售连锁 Primark 公司，它在大流行期间由于没有采用电子商务模式而损失了10亿美元。虽然消费者表示他们欢迎网上商店，Primark 表示，建立网上功能的成本将影响他们可以为消费者提供的价格。底线是什么？Primark 在后勤方面没有为这样一项任务做好准备，而且创建一个电子商务网站将耗费时间和金钱。
Other retailers also suffered, changing the landscape of the high street forever. As a result of store closures, the Arcadia Group became insolvent and was bought by online retailer Asos for £65 million for its stock and brands, not for its physical stores, which included the UK high street icons, Topshop, Topman, and Miss Selfridge.
其他零售商也深受其害，从此改变了商业街的景观。由于店铺关闭，阿卡迪亚集团破产，被在线零售商 Asos 以6500万美元的价格收购，因为它的股票和品牌，而不是它的实体店，包括英国高街图标，Topshop，Topman，和 Miss Selfridge。
On the flip side of the fashion coin, resale platforms for secondhand clothing like Depop have flourished as people look to sell unworn or unwanted clothes. As buyers become more aware of the lifespan and journey of what they purchase, customers that value sustainability are preferring to buy clothing differently.
在时尚的另一面，像 Depop 这样的二手服装的转售平台已经兴盛起来，因为人们开始出售没穿过或者不想要的衣服。随着购买者越来越意识到他们所购买的服装的寿命和旅程，重视可持续性的顾客更倾向于以不同的方式购买服装。
Another outcome of the pandemic has been one inspired use of TikTok and its direct effect on the publishing industry. Thanks to the organic success of the #BookTok concept, newer (and younger) audiences are being introduced to the joys of reading paper books and bricks-and-mortar bookshops have been responding by laying out displays based on what’s popular in the online platform.
这场流行病的另一个结果是启发人们使用 TikTok，并对出版业产生了直接影响。由于“ # booktok”概念的有机成功，更新(和更年轻)的读者被引入了阅读纸质书的乐趣，实体书店也开始根据在线平台上流行的内容展示书籍。
Automotive Industry
汽车业
The car industry also took a significant hit during the pandemic as it is traditionally low tech and has been slow to digitally transform. With no foot traffic into showrooms, the industry has had to find other ways to sell cars as people were forced to stay at home. To draw customers in, many installed new software, offered virtual test drives, and touchless pickup and delivery. Many also leveraged digital strategies to engage with new and existing customers online.
汽车行业在疫情爆发期间也受到了重大打击，因为它传统上技术含量低，而且在数字化转型方面进展缓慢。由于没有人流进入展厅，汽车行业不得不寻找其他方式来销售汽车，因为人们被迫呆在家里。为了吸引客户，许多公司安装了新的软件，提供虚拟测试驱动器，以及非接触式取货和交货。许多公司还利用数字战略与新的和现有的在线客户进行互动。
Big brands are taking that even further with Nissan launching its online experience Nissan@Home to buy a car from test drive to contracts signing all from home. While one of the largest automotive dealers in the U.S, Sonic Automotive has hired its first CDO and VP of Ecommerce to double annual revenue by 2025.
随着日产推出其在线体验“日产@home”，大品牌甚至走得更远，从试驾到签订合同，日产都可以在家里购买汽车。作为美国最大的汽车经销商之一，索尼克汽车公司聘请了第一位 CDO 和电子商务副总裁，以期在2025年前实现年收入翻番。
It’s obvious that in a post-pandemic world, brands need to be willing to change and reimagine their business model to survive and attract customers.
很明显，在后流行病时代，品牌需要愿意改变和重新构想自己的商业模式，以求生存和吸引顾客。
3. Local vs. global marketing – The value of community
3. 本地营销与全球营销-社区的价值
Travel restrictions due to the pandemic resulted in people staying in their localities. This made local neighborhoods more valuable to people and built a sense of community reinvigorating areas that had once been neglected in favor of cities.
由于流感大流行，旅行限制导致人们留在当地。这使得当地社区对人们来说更有价值，并且建立了一种社区意识，使曾经被城市忽视的地区重新焕发活力。
On Google Search, the keywords ‘local’ and ‘business’ were up 80% while the combination of ‘who has’ and ‘stock’ went up by a whopping 8,000%! Staying local meant shopping local (or #shoplocal).
在谷歌搜索中，本地和业务的关键词上升了80% ，而谁拥有和股票的关键词上升了8000% ！呆在当地就意味着在当地购物(或者说“本地购物”)。
This shift required marketers to talk to customers in different ways and focus on localizing content and message. A great example of this is Nextdoor, a social media network that focuses on neighborhoods. During different lockdowns, the channel saw a 73% rise in engagement alongside a jump in revenue as marketers flocked to connect with customers on a local level.
这种转变要求营销人员以不同的方式与客户交流，并注重内容和信息的本地化。一个很好的例子就是 Nextdoor，一个聚焦于社区的社交媒体网络。在不同的封锁期间，该频道的参与度提高了73% ，营销人员成群结队地与当地消费者建立联系，营收也随之大幅增长。
This just demonstrates the complexity involved in the future of search marketing as brands need to be on top of what customers are looking for.
这只是展示了搜索营销未来的复杂性，因为品牌需要在客户寻找的东西之上。
A recent Facebook survey revealed a surge in online community groups during Covid. 91% of people have provided support to others through an online group or community, while 98% felt a sense of belonging by being part of a group. This new reliance on and trust in online communities provides marketers with an opportunity to connect with niche audiences in a meaningful way to build a loyal community base.
最近 Facebook 的一项调查显示，在科维德期间，在线社区群体激增。91% 的人通过在线小组或社区为他人提供支持，而98% 的人通过成为小组的一员感到了归属感。这种对在线社区的新依赖和信任为营销人员提供了一个机会，以一种有意义的方式与利基受众建立一个忠诚的社区基础。
4. Paid search and brand marketing need to combine forces
4. 付费搜索和品牌营销需要结合力量
Marketers love paid search activity (also known as performance marketing) as it’s easy to measure your return on investment (ROI) and makes it simpler to identify campaigns that work, and those that don’t. Whether it’s through native advertising, social media advertising, sponsored advertising or affiliate marketing, brands can link spending to an action such as a lead, sale or click.
营销人员喜欢付费搜索活动(也称为绩效营销) ，因为它可以很容易地衡量你的投资回报率(ROI) ，并且可以更容易地确定哪些营销活动有效，哪些营销活动无效。无论是通过原生广告广告、社交媒体广告、赞助广告还是联盟营销，品牌都可以将消费与某个行为联系起来，比如引导、销售或点击。
Brands tend towards paid search marketing using platforms such as Google, Amazon, and Facebook as it offers a cost-effective way to target the right customers. The surge in online traffic during Covid-19 meant that more brands turned to online channels to engage with customers. This created a competitive environment and forced many marketing teams to reevaluate how to get the most return for their budgets. After all, global spending on advertising according to Statista is set to reach $790 billion in 2022.
品牌倾向于使用谷歌、亚马逊和 Facebook 等平台进行付费搜索营销，因为它提供了一种针对合适客户的具有成本效益的方式。2009年第一2019冠状病毒疾病在线流量的激增意味着更多的品牌转向在线渠道与消费者接触。这就创造了一个竞争的环境，迫使许多营销团队重新评估如何使他们的预算获得最大的回报。毕竟，根据 Statista 的数据，到2022年，全球广告支出将达到7900亿美元。
A huge shift in consumer behavior as a result of the pandemic has been a need for brands to demonstrate humanity and trust, according to Deloitte’s Human Values Compass. Customers now want to know more about the companies they buy from and what they stand for which feeds into a need for heightened brand awareness. This has become particularly important for social issues as consumers become more conscious of buying from brands that have a social conscience and want to make the world a better place.
根据德勤的人类价值指南，由于流感大流行，消费者行为发生了巨大的转变，品牌需要展示人性和信任。消费者现在想要更多地了解他们从哪些公司购买产品，以及他们代表的是什么，这就需要提高品牌知名度。对于社会问题来说，这一点变得尤为重要，因为消费者越来越意识到要购买那些具有社会良知、希望让世界变得更美好的品牌。
In a bold move, Airbnb shifted its budget away from paid search marketing to focus on brand marketing, particularly PR. This shift was due to their obvious need (as a travel brand) to slash spending during Covid-19, but what they noticed during this time was that their website traffic levels bounced back to 95% of pre-Covid 2019 levels without any marketing spend.
作为一个大胆的举动，Airbnb 将其预算从付费搜索营销转移到了品牌营销，尤其是公关营销。这种转变是由于他们(作为一个旅游品牌)明显需要在第一2019冠状病毒疾病削减支出，但是他们在这段时间注意到，他们的网站流量水平在没有任何营销支出的情况下反弹回到了2019年之前的水平的95% 。
Bear in mind that the public awareness of Airbnb’s brand enables them to pull back on performance marketing. The majority of companies don’t have that type of power. In an ideal world, a combination of paid and brand marketing will help you to get the most from your marketing budget and activities.
请记住，公众对 Airbnb 品牌的认识，使他们能够在绩效营销方面有所收敛。大多数公司都没有这种能力。在一个理想的世界里，付费营销和品牌营销的结合将帮助你从你的营销预算和活动中获得最大的收益。
5. Customer experience is everything!
5. 客户体验就是一切
As people were forced to stay at home, they started to do things differently. While online behaviors changed, so did expectations. Customers expected more from brands and their online experience. If their expectations were not matched by a brand’s delivery, then they went elsewhere to find it and competition is fierce.
当人们被迫呆在家里时，他们开始做一些不同的事情。当网络行为发生变化时，人们的期望也发生了变化。消费者对品牌和他们的在线体验期望更高。如果他们的期望与一个品牌的表现不相匹配，他们就会去别的地方寻找，竞争是激烈的。
Customers want to feel valued so they expect a digital experience that treats them that way. Brands need to focus on providing solutions and answers through online chat capabilities or messaging using WhatsApp marketing. During the pandemic, consumers got used to new options such as curbside pick-up which has proved a success for retailers big and small. While many big chains partnered with delivery services such as Deliveroo to draw in customers.
消费者希望自己被重视，所以他们希望得到一种这样对待他们的数字体验。品牌需要专注于通过在线聊天功能或者使用 WhatsApp 营销来提供解决方案和答案。在流感大流行期间，消费者习惯了新的选择，如路边拾级证明了成功的零售商大小。尽管许多大型连锁店与 Deliveroo 等配送服务合作，以吸引客户。
As one of the major casualties of the pandemic, restaurants needed to pivot and find new ways to offer a great customer experience. Many thought outside the box to convert their restaurant into an online farm shop or ‘prepare at home’ options with video tutorials such as Minnesota bakery Cookie Cups. Many also relied on delivery apps, but the tide has started to turn as restaurants need to reduce their margins and have started an in-house delivery option making the future of the restaurant industry an interesting one to watch.
作为流感大流行的主要受害者之一，餐厅需要转向并寻找新的方式来提供良好的客户体验。许多人想跳出框框，把他们的餐厅变成一个网上农场商店或“准备在家里”的选择与视频教程，如明尼苏达州面包店饼干杯。许多餐饮企业也依赖于外卖应用程序，但随着餐饮企业需要降低利润率，并开始提供内部外卖服务，这种趋势已经开始转变，餐饮业的未来值得关注。
Creating unique experiences that help your customer can help your brand to stand out. To help new parents during the pandemic, Mamas & Papas developed a virtual personal shopping service to get advice and live product demonstrations. Another example is Urban Outfitters who use email consultations and virtual appointments for customers which resulted in a 25% hike in transactions.
创造独特的体验，帮助你的客户可以帮助你的品牌脱颖而出。为了在大流行期间帮助新父母，妈妈和爸爸开发了一个虚拟的个人购物服务，以获得建议和现场产品演示。另一个例子是 Urban Outfitters，他们为客户提供电子邮件咨询和虚拟预约服务，导致交易量增加了25% 。
6. Social Commerce is accelerating
6. 社会化商业正在加速发展
Social media platforms are getting more sophisticated. No longer just a way to catch up with friends and share photos, many social networks are becoming the perfect place for brands to promote and sell their wares.
社交媒体平台正变得越来越复杂。许多社交网络不再仅仅是一种与朋友联系和分享照片的方式，它们正成为品牌推广和销售产品的完美场所。
This is particularly true for younger generations as the Status of Social Commerce 2021 report found that 97% of Gen Z use social media as their top inspiration for shopping. With such activity on social media, brands would be foolish to not explore the option of an in-app purchase. After all, the global social commerce market is projected to reach $604.5 billion by 2027 making the future of social media marketing look very bright.
对于年轻一代来说尤其如此，因为《2021年社会商业状况报告》发现，97% 的 z 世代使用社交媒体作为他们购物的首选灵感。鉴于社交媒体上的这种活动，品牌如果不探索应用内购买的选择，将是愚蠢的。毕竟，到2027年，全球社交商务市场预计将达到6045亿美元，这使得社交媒体营销的前景看起来非常光明。
Shopping through social media sites – social commerce – has taken on a new life due to the coronavirus. Instagram launched Shops and Shopping in Reels while Facebook and TikTok now host livestream shopping events. Snapchat and Pinterest are also getting in on the action with Augmented Reality (AR) try-on tools with brands such as Gucci.
由于冠状病毒的出现，通过社交媒体网站购物——社交商务——已经焕发了新的生机。推出了购物网站 Reels，而 Facebook 和 TikTok 现在主持直播购物活动。阅后即焚和 Pinterest 也加入了这一行列，使用了诸如 Gucci 这样的品牌的扩增实境试用工具。
When you talk about social commerce, you can’t ignore the power of influencers. Whether they have thousands or millions of followers, influencers have a lot of clout on social media and can earn a lot of money through sponsorship deals and promoted posts. Many brands are now engaging in influencer marketing to persuade people to make that final click to purchase.
当你谈论社交商务时，你不能忽视影响者的力量。无论他们是否有成千上万的粉丝，有影响力的人在社交媒体上有很大的影响力，并且可以通过赞助交易和推广帖子赚很多钱。许多品牌现在正在进行有影响力的营销，以说服人们最后一次点击购买。
By connecting your brand’s ecommerce to social media interfaces on Facebook and Instagram, you can target new customers. Check out this walkthrough shopping guide to find out how brands sell effectively on social networks.
通过将你的品牌电子商务与 Facebook 和 Instagram 上的社交媒体界面联系起来，你可以锁定新的客户。看看这个漫游购物指南，了解品牌是如何在社交网络上有效销售的。
The key to success for big and small businesses on social media in a post-Covid world is to put customers at the heart of your activities. Combining a great customer experience with a simple customer journey and messaging that humanizes your brand will make for a perfect digital marketing cocktail that generates leads and nurtures customers.
在后 covid 时代，大小企业在社交媒体上取得成功的关键在于把顾客放在你活动的中心位置。结合一个伟大的客户体验与一个简单的客户旅程和信息，人性化的品牌将使一个完美的数字营销鸡尾酒，产生引导和培育客户。
Tap into the potential of digital marketing
挖掘数字营销的潜力
The change in online behavior means that companies need digital professionals with relevant and up-to-date skills. DMI’s Professional Diploma in Digital Marketing will provide you with the core skills required to succeed such as social research, digital strategy, email marketing, and social media marketing. The certification will also give you in-depth knowledge of specialized skills such as SEO, analytics, and display and video advertising. Enroll today to get your career on the right track.
在线行为的改变意味着公司需要具备相关和最新技能的数字专业人士。的数字营销专业文凭将为你提供成功所需的核心技能，如社会研究、数字战略、电子邮件营销和社会媒体营销。该认证还将给你深入的专业技能，如搜索引擎优化，分析，显示和视频广告的知识。今天就登记，让你的职业生涯步入正轨。
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