{"id":141246,"date":"2020-06-09T14:58:23","date_gmt":"2020-06-09T14:58:23","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141246"},"modified":"2020-06-09T15:02:00","modified_gmt":"2020-06-09T15:02:00","slug":"correlating-online-behavior-to-pandemic-events-future-digital-transformation","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/06\/09\/correlating-online-behavior-to-pandemic-events-future-digital-transformation\/","title":{"rendered":"Correlating online behavior to pandemic events and accelerating future digital"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span class=\"TextRun SCXW183042217 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW183042217 BCX0\">Search is\u00a0<\/span><\/span><span class=\"TextRun SCXW183042217 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW183042217 BCX0\">proving to be\u00a0<\/span><\/span><span class=\"TextRun SCXW183042217 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW183042217 BCX0\">the pulse of the digital marketing industry<\/span><\/span><span class=\"TextRun SCXW183042217 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW183042217 BCX0\">.<\/span><\/span><span class=\"EOP SCXW183042217 BCX0\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">BrightEdge research highlights the importance of u<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">nderstanding\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">real-time\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">demand volatility and\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">consumers&#8217; online <\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">behavior <\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">shifts\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">as<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">critical to\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">digital\u00a0<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">progression<\/span><\/span><span class=\"TextRun SCXW141243987 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141243987 BCX0\">.\u00a0<\/span><\/span><span class=\"EOP SCXW141243987 BCX0\" data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW15722749 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW15722749 BCX0\">Consumers are having different, more emotional experiences in their quest for products, <\/span><\/span><span class=\"TextRun SCXW15722749 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW15722749 BCX0\">solutions and services<\/span><\/span><span class=\"TextRun SCXW15722749 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW15722749 BCX0\">\u00a0which represents a fundamental change in the customer journey.<\/span><\/span><span class=\"EOP SCXW15722749 BCX0\" data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">Marketers can prepare for the future by understanding consumers&#8217; online behavior and impact now across four key areas that include: R<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">ebounding\u202f\u2013 focus on winning categories<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">,\u00a0<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">a<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">ccelerating\u202f\u2013 pour on the gas<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">, s<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">tabilizing\u202f\u2013 double down on strength<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">, r<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">ecovering\u202f\u2013 transform and prepare<\/span><\/span><span class=\"TextRun SCXW263607309 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW263607309 BCX0\">.<\/span><\/span><span class=\"EOP SCXW263607309 BCX0\" data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW140232881 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW140232881 BCX0\">Marketers need to rethink the traditional marketing mix and the role of digital in the \u201cnew normal\u201d re-evaluating product, price, digital strategy, and place\/local.\u202f<\/span><\/span><span class=\"EOP SCXW140232881 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span data-contrast=\"none\">Digital transformation is a topic we all know well and has become a buzzword for many. However, the phrase has never been more relevant during this pandemic. <\/span><span data-contrast=\"auto\">COVID-19<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">has\u00a0<\/span><a href=\"https:\/\/www.clickz.com\/key-marketing-areas-ripe-for-innovation-during-the-coronavirus-crisis\/261072\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">accelerat<\/span><span data-contrast=\"none\">ed<\/span><\/a><span data-contrast=\"auto\">\u00a0the\u00a0<\/span><span data-contrast=\"auto\">digitalization<\/span><span data-contrast=\"auto\">\u00a0of some of the most established industries<\/span><span data-contrast=\"auto\">\u00a0such as telehealth<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\"> omnichannel retail, banking, and finance. <\/span><span data-contrast=\"auto\">Organizations<\/span><span data-contrast=\"auto\">\u00a0are now having to change the<\/span><span data-contrast=\"auto\">ir<\/span><span data-contrast=\"auto\">\u00a0entire business model<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0in order to understand new types of c<\/span><span data-contrast=\"auto\">onsumer<\/span><span data-contrast=\"auto\"> behavior<\/span><span data-contrast=\"auto\">\u00a0as lock-down restrictions ease and companies open back up for business.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">On top of that,\u00a0<\/span><span data-contrast=\"auto\">companies<\/span><span data-contrast=\"auto\"> are now challenged to ensure that their organization is agile, responsive, and nimble and<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">in\u00a0<\/span><span data-contrast=\"auto\">these tumultuous times<\/span><span data-contrast=\"auto\">. Real-time research and d<\/span><span data-contrast=\"auto\">ata-backed decision-making by digital marketing leaders are <\/span><span data-contrast=\"auto\">going to be\u00a0<\/span><span data-contrast=\"auto\">more important than ever.\u00a0<\/span><span data-contrast=\"auto\">Post COVID-19 organizations will continue to look for the most innovative<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"none\"><a href=\"https:\/\/www.brightedge.com\/blog\/importance-seo-during-covid-19-pandemic\" target=\"_blank\" rel=\"noopener noreferrer\">affordable<\/a>,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">and creative ways to connect with consumers<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">and build new business\u00a0<\/span><span data-contrast=\"auto\">via<\/span><span data-contrast=\"auto\">\u00a0the most cost-efficient and impactful online channels<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">such as\u00a0<\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/04\/14\/10-ways-seo-will-lead-companies-through-covid-19-business-recovery\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">SEO and Search<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Brands are\u00a0<\/span><span data-contrast=\"auto\">now\u00a0<\/span><span data-contrast=\"auto\">being challenged to evaluate the entire customer experience and rethink<\/span><span data-contrast=\"auto\"> digital\u00a0<\/span><span data-contrast=\"auto\">touchpoints and interactions every step of the way. Traditional marketing methods may no longer reach the consumer in their decision-making moments.\u00a0<\/span><span data-contrast=\"auto\">Brands are now looking into the unknown and trying to brace for what comes next. What it looks like is not clear, but we do know that the key to performance and survival lies in digital and real-time online research\u00a0<\/span><span data-contrast=\"auto\">to\u00a0<\/span><span data-contrast=\"auto\">understand, react, and enhance the digital customer experience. <\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">BrightEdge Research: Search insights, patterns of change, and consumers&#8217; online behavior<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Between the critical period from March to Mid-May this year<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">BrightEdge analyzed consumer behavior<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0The data presented in the<\/span><span data-contrast=\"auto\">ir<\/span><span data-contrast=\"auto\">\u00a0research correlates search behavior to key pandemic events and gives<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">insight<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0into what is happening now and how marketers can prepare for the future.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Some of the key industries covered include<\/span><span data-contrast=\"auto\">:<\/span><\/p>\n<ul>\n<li>Ecommerce<\/li>\n<li>Retail<\/li>\n<li>Digital Transformation<\/li>\n<li>Education<\/li>\n<li>Entertainment<\/li>\n<li>Hospitality<\/li>\n<li>Healthcare<\/li>\n<li>Beauty<\/li>\n<li>B2B<\/li>\n<li>Data Centers and the Cloud<\/li>\n<\/ul>\n<h3><b><span data-contrast=\"auto\">Key finding on drivers of behavioral changes<\/span><\/b><\/h3>\n<ol>\n<li><span data-contrast=\"auto\">People forming new habits and routines due to WFM measures\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">The rise of virtual work, virtual social and community gatherings<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Distance and e-learning for schools and people looking for work and\/or home improvement<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">People focusing on health, fitness, hygiene and telemedicine and health\u00a0<\/span><span data-contrast=\"auto\">\u202f<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"auto\">In order to give marketers a clear line of sight into the impact of the Coronavirus pandemic on consumers BrightEdge organized industry insights into four quadrants based on the type of impact.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141251\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-11.png\" alt=\"consumer online behavior\" width=\"864\" height=\"482\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-11.png 864w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-11-300x167.png 300w\" sizes=\"auto, (max-width: 864px) 100vw, 864px\" \/><\/p>\n<h2><b><span data-contrast=\"auto\">The four <\/span><\/b><b><span data-contrast=\"auto\">quadrants identified<\/span><\/b><\/h2>\n<h3><b><span data-contrast=\"none\">1. Rebounding:\u202f<\/span><\/b><span data-contrast=\"auto\">Focus on winning categories<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/h3>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">These are areas in which interest declined at the onset of the shutdown but has recovered fairly quickly.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">This is where digital marketers need to focus on those categories that are winning.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-141252 size-full\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-10.png\" alt=\"Rebounding: video conferencing graph\" width=\"865\" height=\"485\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-10.png 865w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-10-300x168.png 300w\" sizes=\"auto, (max-width: 865px) 100vw, 865px\" \/><\/p>\n<p>Categories identified include:<\/p>\n<p>Apparel, Baby and Maternity, Beauty, Restaurant Cuisine Style, Data Centre, and IT networking.<\/p>\n<h3><b><span data-contrast=\"none\">2. Accelerating:<\/span><\/b><b><span data-contrast=\"none\">\u202f<\/span><\/b><span data-contrast=\"auto\">Pour on the gas<\/span><\/h3>\n<p><span data-contrast=\"auto\">This is an opportunity for marketers to pour on the gas and continue that growth.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141253\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-9.png\" alt=\"Accelerating - quadrant\" width=\"960\" height=\"538\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-9.png 960w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-9-300x168.png 300w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/span><\/p>\n<p>Categories identified include:<\/p>\n<p>Digital Marketing, Pets, Garden and Patio<\/p>\n<h3><b><span data-contrast=\"none\">3. Stabilizing: D<\/span><\/b><span data-contrast=\"auto\">ouble down on the strength<\/span><\/h3>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">These are areas where BrightEdge is seeing some pullback, but search volume remains higher than prior to COVID-19. <\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">These are opportunities to double down on that strength and retain consumer interest.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141248\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-8.png\" alt=\"Stabilizing - quadrant\" width=\"957\" height=\"538\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-8.png 957w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-8-300x169.png 300w\" sizes=\"auto, (max-width: 957px) 100vw, 957px\" \/><\/p>\n<p>Categories identified include:<\/p>\n<p>Collaboration, Consumer Electronics,\u00a0Gaming, Grocery, IT Security, Stocks, and Telehealth.<\/p>\n<h3><b><span data-contrast=\"none\">4. Recovering\u202f<\/span><\/b><span data-contrast=\"auto\">: Transform and prepare\u202f<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Areas where d<\/span><span data-contrast=\"auto\">emand has fallen and companies need to be thinking about <\/span><span data-contrast=\"auto\">digital<\/span><span data-contrast=\"auto\">\u00a0strategies to aid in their recovery.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-141249 size-full\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-7.png\" alt=\"Recovery - quadrant showing hotel industry\" width=\"957\" height=\"537\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-7.png 957w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-7-300x169.png 300w\" sizes=\"auto, (max-width: 957px) 100vw, 957px\" \/><\/p>\n<p>Categories identified include:<\/p>\n<p>Concerts, Hotels, Things to do, and Wealth Management.<\/p>\n<h3><b><span data-contrast=\"auto\">Summary of findings<\/span><\/b><\/h3>\n<ol>\n<li><span data-contrast=\"auto\">Consumers are having different, more emotional experience in their quest for products, solutions, and services.\u200b<\/span><\/li>\n<li><span data-contrast=\"auto\">Safety, social distancing, and avoiding contact are priorities, making online research more important than ever.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">The consumer journey has completely changed\u200b. Consumers now have an incredibly different emotional experience\u202fthrough their journey of consumer products, solutions, and services.\u200b<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">The marketing mix is changing. Marketers need to rethink their traditional marketing mix and the role of digital in the \u201cnew normal\u201d re-evaluating product, price, digital strategy, and place\/local<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Field Marketing goes digital\u200b.\u202fAs the B2B sector navigates the<\/span><span data-contrast=\"auto\">se<\/span><span data-contrast=\"auto\">\u00a0times, an increased expectation of\u202fdigital availability is a signal that organizations should listen to.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<\/ol>\n<h2><b><span data-contrast=\"auto\">Key marketer considerations for new normalities<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Making\u00a0<\/span>digital work effectively\u00a0<span data-contrast=\"auto\">has become the key to success during and post-COVID as banking shifts further online, people avoid stores and choose e-commerce or curbside pickup, and telehealth is suddenly a widely accepted practice. <\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p>CMOs and\u00a0digital\u00a0marketers<span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">must be prepared to evaluate the entire customer experience and rethink touchpoints and interactions every step of the way.\u00a0<\/span> To do this they\u00a0<span data-contrast=\"auto\">need to think about their business and where their products and services sit within\u00a0<\/span><span data-contrast=\"auto\">the\u00a0<\/span><span data-contrast=\"auto\">key impact categories<\/span><span data-contrast=\"auto\"> that BrightEdge identified:<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Rebounding: Focus on winning categories<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Accelerating: Pour on the gas\u202f<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Stabilizing: Double down on the strength \u202f<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Recovering: Transform and prepare<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Revisiting the\u00a0<\/span>4 Ps <span data-contrast=\"auto\">of marketing\u00a0<\/span><span data-contrast=\"auto\">will help evaluate how marketers need to adapt and transform with respect to:<\/span><\/p>\n<ol>\n<li><span data-contrast=\"auto\">Product<\/span><\/li>\n<li><span data-contrast=\"auto\">Price<\/span><\/li>\n<li><span data-contrast=\"auto\">Promotion (Digital strategy) <\/span><\/li>\n<li><span data-contrast=\"auto\">Place\/Locale<\/span><\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141250\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-6.png\" alt=\"4 Ps of marketing to better understand online behavior and pivot to the new normalities\" width=\"958\" height=\"541\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-6.png 958w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/MicrosoftTeams-image-6-300x169.png 300w\" sizes=\"auto, (max-width: 958px) 100vw, 958px\" \/><\/p>\n<p><span data-contrast=\"auto\">Readers can view the full research, findings, and recommendations via a free on-demand webinar recording <a href=\"https:\/\/searchenginewatch.com\/author\/andy-betts\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><em>Andy Betts is a Chief marketer and\u00a0digital hybrid with more than 25 years of experience in\u00a0search,\u00a0content marketing,\u00a0digital,\u00a0martech\u00a0and\u00a0operations working across London, Europe, New York, and San Francisco. He works as an adviser and consultant for technology companies, agencies, and leading Fortune 500 companies.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Andy Betts shares BrightEdge search insights that highlight how marketers can prepare for new digital normalities. <\/p>\n","protected":false},"author":1092,"featured_media":141254,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,5],"tags":[6368,27848,53,27416,27858,22],"content_type":[],"class_list":["post-141246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-seo","tag-consumer-behavior","tag-covid-19-and-seo","tag-digital-marketing","tag-industry-insights","tag-online-behavior","tag-seo"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/correlating-online-behavior-to-pandemic-events-and-accelerating-future-digital.jpg","category":"Industry","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141246"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141246\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141254"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141246"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}