The impact of Coronavirus on digital marketing

09 April 2020

Whilst the world comes to terms with the effects of Coronavirus, we take a look to see how that is impacting today’s online market, highlighting ways in which you can adjust your digital strategy to get through this turbulent period, survive in the short-term and thrive in the long-term.

Industries in Growth

Whilst many businesses and markets have been hit particularly hard, there are several industries that have seen a growth in online sales since February 2020. These include non – profits and charities, business management, greetings, gifts and flowers and many more.

  • Within the Health and Medical sector Medical Supplies and Pharmaceuticals have seen their conversion rates increase by 24% and 47% respectively.
  • Household and pet care items have increased by 65%, compared to this time last year.
  • The gym and fitness equipment industry has seen a massive 307% increase, as people begin to exercise at home, following gym closures.
  • Craft kits and home projects have seen a 117% increase in revenue, as parents look for ideas to entertain their kids.

This is an indication that consumer behaviour is changing as people are spending more of their time and money online.

There has never been a more critical time for companies to optimise not only their website, but their digital marketing strategy in its entirety. How highly does your website rank on search engine results pages? Have you considered modifying your ad spend? How effective is your creative?

Optimising your SEO

The first thing that a customer will do when they want to purchase something is a bit of research, to find out how many companies offer what they are looking for and how they compare on price.

Naturally a website that appears close to the top of the page will be one of the first they click on. How does this apply to you? If more people are using the internet to shop you will want to make sure that your website appears where they will click and that they don’t look past your site.

When the user sees your website you will want to make sure the information shown is correct, for example if you own a bricks and mortar business that is currently closed you will want to change your business hours on Google My Business.

Ensure the content you are sharing is up to date and relevant. Constantly monitor your website’s traffic for trends and log files for errors or consider having an SEO audit carried out on your website. Now is a good time to look at how you are performing organically, to ensure that you are set up for long-term success.

Managing your budget and ad spend

Which brings us to ad spend. Data tech company Blis has reported that in the last week the UK has seen click through rates increase by 60%. Research shows that companies that dig in and invest in their marketing efforts in periods of economic downtown are better positioned to come out of it healthier in the long term. If you're continuing to advertise, you can manage your ad spend efficiently and effectively by;

  • Consider your target audience and the demographics you focus on.
  • Measure your conversions, to help you recognise which areas to focus on.
  • Pay attention to your existing customers, its more cost effective to retain customers than acquire new ones.
  • Measure your ROI, to be certain you are getting the most out of your resources and continuing to achieve your key performance indicators.
  • Manage your current bidding strategy, finds ways to maximise the efficiency of your strategy such as revisiting your device bid adjustments.

Adjusting your creative

How long has it been since you updated your creative? Sometimes if we are not sure which direction to take we shy away from moving forward. Take a look at what burger giant McDonalds or sportswear brand Nike have done with their creative in a way to support social distancing.

Make sure that your creative sends a clear message to your customers and it reflects exactly what you are trying to say. Modifying your creative at this time can help encourage consumers to remain engaged with your business in ways which they haven’t done before.

Due to the situation that many businesses or companies find themselves in we have to find new ways to interact with our customers. Here are a few suggestions:

  • Create social distancing inspired creative, but only if it’s relevant and appropriate to your business and customers.
  • Start blog posts on your website, include tips and how-tos
  • Post motivating stories or photos on social media
  • Think outside the box for new ways to create awareness for your brand.


By following best practices for all of the above you can get the most out of your digital strategy and ensure your budget is being used efficiently.

For more information or advice on your digital strategy, give us a call on 028 9099 7001 or email us on

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