As a result of the Covid-19 pandemic, consumers have adapted to the changing environmental, political, and economic landscape. We see three updates, according to Google's Covid-19 ad playbook. A sudden change in behavior that is unlikely to be sustained over time is referred to as shock change (e.g., a rise and fall in consumer search around phrases like "school districts closing" when quarantine orders were on the horizon). Phase improvement is a sudden change in behavior that has the potential to last (e.g., searches related to at-home workouts). On the other hand, the speed-up transition is an acceleration of current activity with the potential to persist (e.g., searches related to delivery).

As we navigate a changing world, a successful marketing team must meet all three types of developments in their digital marketing strategy. To prepare for future design, it's critical to identify emerging trends that will have a long-term effect (step change and speed-up trends), particularly in markets with longer buying cycles.

Dynamic Creative Technology (DCO)

In recent years, personalized creativity has become more common, but its cost-effectiveness has lagged. For example, an ad that features the particular item you were looking at before, such as a dress shoe, would perform better than an ad with a generic brand picture. It is also not cost-effective to produce new advertisements for each particular situation. Without investing in individual creative renderings, modern dynamic creative optimization (DCO) technology allows for the automated generation of creative content, including assets, languages, and dynamic product display.

I assume that technology that can dynamically change creative would become more functional, reducing manual ad production. Platforms like Google Ads and Criteo have improved their capabilities for creating dynamic creative content, removing the need for several design iterations. The use of real-time machine learning allows for data-driven performance, reducing the time required for analysis and development. With less money and human resources to generate them, the Covid-19 pandemic has accelerated the need for many commercials.

Increased use of E-commerce

To stay competitive, CPG brands that have historically relied on brick-and-mortar distribution will need to adapt to the direct-to-consumer (DTC) climate. Stay-at-home orders have increased the transfer in CPG demand to DTC in the United States, resulting in the laggard community's adoption in a conventional software adoption life cycle. As of March 2020, 5% of surveyed U.S. consumers over the age of 64 made their first online purchase as a result of quarantine and social distancing, according to Statista. A third of this demographic's customers said they intended to purchase more from online marketplaces in the future. I assume that as DTC interest grows, conventional brands' spending will turn away from cable TV and print and toward digital marketing channels that promote website visits and app downloads.

Increase in digital sales

As consumers integrate digital into their daily lives, categories such as healthcare, groceries, food delivery, and community building (such as virtual chat software) have seen development. Marketers must adjust their strategies to reach consumers where they are as the environment shifts. Now is the time to reconsider your go-to-market approach and consumer relationship. Consider where your company fits into the "new standard" and how current developments will affect your company in the long run.

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