Globalization and the marked evolution of the internet, especially in the last decade, has manifested itself not only through changes in consumer behavior, but also in a professional context. Devices and the applications that are part of them are almost a new anatomical limb that is essential to our survival. With these increasingly robust, fast and efficient tools, and the constant changes in consumers and their preferences, it didn’t take long for solutions to emerge to meet this new challenge.

Throughout all this innovation, digital marketing has emerged with a defined purpose and a competitive advantage that the ever-changing market demands. This constant transformation is even more present in a year like 2020, where one of the greatest fundamental rights of human being has been taken away: freedom. In such an atypical year, you must know how to align new strategies and plans that are based on using digital marketing tools effectively and efficiently. There are several examples of this exercise being carried out well. Two stand out: EKoï, a French cycling equipment brand, which focused its marketing efforts on digital platforms, in the form of content and virtual training sessions provided by professional athletes. Another case was MRV, a Brazilian real estate company, which launched the #FiqueEmCasa campaign to facilitate the process of buying property through digital platforms. The result was a 28% increase in sales.

It is vital to understand that solutions such as social networks, which allow you to create remarketing campaigns, gain new insights into possible target markets, interact with the community, turn a visitor into a possible consumer, scale e-commerce or even gather new leads for your business, are vital for organizations. It is essential to reflect on the power of content, on what the brand produces for its community, on how to attract new consumers or even surprise existing ones. It is essential to identify that brands must be present whenever consumers search for them, whether organically or paid, because whenever they search, the purchase stage is closer to conversion. Finally, it is vital that brands consider the obligation to measure all the actions they take to measure their outputs, to avoid waste, which the COVID-19 effect has forced to decrease to unprecedented levels.

The pandemic has also had an impact on the acceleration of digital transformation, which has led to the creation of consumers who are more demanding, more dynamic and less averse to change, which is why digital marketing must no longer be just a question of trends, but of survival. To quote British biologist Charles Darwin, the most important factor in survival is not intelligence or strength, but adaptability.