Weekly News Digest on Digital Marketing & COVID-19 – 05/16/20
Improvements in some brands’ ecommerce performance during the shelter-in-place situation across the country has offered some hope as the global health and financial crisis continues to evolve. Adlucent will provide weekly general digital marketing and ecommerce information, in addition to relevant COVID-19 news, in our digest. To keep abreast as we publish the latest news, sign up for our email newsletter.
This Monday, Google announced the Curbside Pickup badge, its latest feature to assist local businesses during COVID-19. The new badge is available in the United States and countries where Local Inventory Ads (LIA) have launched. Retailers that meet Store Pickup criteria and provide same-day or next-day pickup are eligible to have the badge on their LIAs. To attain the badge, businesses should contact a Google representative or complete Google’s online form.
TikTok, one of the newer social media platforms to come on the scene, features short, entertaining, and easily shareable video clips. Though these attributes differentiate it from other apps and attract younger users (about 37% 10-19 years old), more than 35% of its users are 50+. And, this demographic variety, along with its recent overall boom in popularity as a result of COVID-19, makes TikTok appealing to advertisers. As such, multiple brands market on TikTok using content that thrives there, such as skits, pranks, hashtags, and dance challenges. For companies that can share brand-appropriate content there, TikTok is proving to be an excellent digital marketing opportunity.
After a record-slow March for retail sales, ecommerce sales soared in April. With stimulus money at hand, consumers ensured historic growth, even mirroring or surpassing the transaction and purchasing levels of Black Friday, according to details provided by Adobe, Shopify, and Paypal. Per Adobe’s Digital Economy Index, many ecommerce categories experienced up to triple-digit growth. The most notable sales spurts were seen in the areas of electronics (up nearly 60%) and online grocery (up 110%). Additionally, in April, Shopify grew its platform and experienced unprecedented traffic levels. Furthermore, on May 1st, PayPal beat the sales records of its previous Black Friday and Cyber Monday and recorded the most daily transactions in its history. Both companies announced positive 2020 earnings.
According to data from PepsiCo, consumer empathy has grown, and its importance has transferred to the type of advertisements customers wish to see. A study showed nearly 95% of respondents claim empathy to be important. And, over 55% stated that addressing COVID-19 is a thoughtful use of marketing. Among the specific ways brands can show compassion, the use of ads highlighting worker and community support ranked highest.
The above overview highlights this week’s important digital marketing news, as the situation continues to unfold. Visit the Adlucent website for ongoing information and updates.