It probably comes as no surprise that most of this month’s digital news revolves around the Coronavirus pandemic affecting all aspects of life, all over the world. Sorry if you were hoping for 5 minutes of escapism from it, but thankfully, there are some ‘non-negative’ (‘positive’ seems a bit of a push..) happenings in the digital world.
Shoppable content on the up
With working from home (WFH) and isolation now a part of most people’s lives, Verizon Media believes it provides the perfect opportunity for retailers and brands to reach consumers with shoppable content. This is any form of content that presents an opportunity for the users to buy products directly from the content presented to them.
The logic is that consumers aren’t looking to browse shopping sites – they have no reason to, especially amidst economic uncertainty. Shoppable content, however, provides a bridge for retailers to reach consumers as they browse content that interests them, such as specific news articles, blogs and social media.
Ways in which retailers can begin to take advantage of this is by creating an experience that’s instant, convenient and interactive for consumers, through the use of tools such as ‘buy now’ buttons.
A further shift toward ecommerce?
Probably the best news we’ve heard this month is China’s lift on their strict two-month lockdown, with cases of the virus now dramatically decreasing in the country. But how do brands react to this? With consumers being forced to shop purely online, could their behaviours have changed to make digital the new ‘normal’?
Some brands certainly think so. An example of which is Shanghai Fashion Week (SHFW) still taking place via a live stream, through a partnership with Alibaba’s Tmall and Taobao live. Over 150 brands, including the rising Chinese independent designer Angel Chen, have been participating in it in the hopes of reaching the new digital-first consumers.
Digital marketing proving to be even more important to brands
A survey conducted by Wyzowl of marketing professionals in the US has found that the Coronavirus pandemic has only affected the way in which marketers are having to work, as opposed to halting marketing activities completely. It found that while 41% have adjusted plans as a result of disruption and delays, 59% are carrying on as ‘business as usual’.
Naturally, some areas are feeling the hit more than others. Marketing of physical events and print has seen a reduction in spend of 75% and 45% respectively. Whereas video, paid ads and broadcast have all seen an increase of around 33%, and all are expected to rise in the new ‘digital boom’ (as seen in the previous bulletin!).
Virtual care and wearables to help prevent the spread of Coronavirus
Every cloud has a silver lining, and never has it been so true when looking at the advancements that we’ll likely see in virtual care once we’re the other side of the pandemic. Technology has the power to take some pressure off hospitals and even boost people's mental health – when used correctly.
Arielle Trzcinski, a health care analyst who’s already been researching virtual care over the past couple of years, has suggested multiple benefits of tech-led care:
- Provides doctors the means to access patients at home so they don’t have to come into surgery and risk further infections
- Those in self-quarantine have at least some contact with the outside world, which will boost their mental health and reduce the effects of loneliness
- Allows for more efficient diagnosis’ with AI providing patients a way to express their symptoms and it be analysed prior to a doctor jumping into a video call
- Wearable items, such as the popular Fitbit or Apple Watch, can provide doctors an understanding of a person’s health without any
Want to know more? Get in touch :)
