Why businesses should adopt digital marketing strategies during the pandemic

##### Big changes to the U.S. economy and how businesses operate The pandemic caused monumental changes in both the U.S. economy and the way businesses operate today.

The quarantine orders kept everyone away from physically shopping in stores which in turn, caused many businesses to shut down.

Businesses quickly realized they must shift their focus to digital marketing strategies and selling products online since this was the only way to reach their customers.

##### The increasing importance of digital marketing

Due to the effects of the pandemic, the need for digital marketing programs became more necessary to the success of businesses as customers were forced to do their shopping online.

[The CMO Survey](https://cmosurvey.org/results/) reported that in June 2020, 62.3% of companies reported increases in their digital marketing efforts since the start of the pandemic.

##### Online sales reached record highs

Internet sales skyrocketed during the lockdown as it went from 12% of total sales in 2015 through 2019 to 19.3% in June of 2020.

With these new online shopping routes ingrained into customers, along with sales numbers staying consistently high, it’s fair to say that online shopping is here to stay.

##### Benefit of online selling & digital marketing for consumers and businesses

For consumers, convenience is the main driving force that keeps online retail growing at a very fast rate. Customers have the ability to sit in the comfort of their own home and order products that will be delivered right to their front door in a matter of a few clicks.

During the pandemic, safety was another key reason why online retail was so popular as there was no need for contact with an external source.

For businesses, e-commerce is a great alternative to brick and mortar stores due to its low cost advantages and higher customer reach.

Customer data insights is another benefit as tracking customer engagement can be very useful for improving products and making better business decisions.

##### How Under Armour was able to raise revenue & have ‘solid’ performance amid the pandemic

One industry that got hit very hard throughout the lockdown was the Health & Fitness industry, as gyms and facilities were forced to close down.

Many brands soon took to social media and created home exercise plans which they were able to offer online workouts and sell apparel to stay in business.


[Image Source](https://underarmourevents.com/healthyathome)

One notable example of this is from fitness giant Under Armour, which is hosting a [30-day Healthy at Home fitness challenge](https://about.underarmour.com/news/2020/03/under-armour-pledges-covid-19-support) with personal trainers, influencers, and nutritionists to motivate people to exercise at home during these hard times.

Similar to many other businesses, Under Armour was facing decreasing sales due to the pandemic.

 [Image Source](https://www.instagram.com/tv/B-e4D2SgUN7/)

With this challenge, not only was Under Armour posting workout content on their social media, they were marketing their apparel as a way of bringing in revenue. For example, in the image above, the caption reads “Shop Sydney’s look here” with links to the clothing. This is a very effective and subtle way to market your brand.

This campaign was a success as it gave people an alternative to staying active during the lockdown when other facilities were not available to them. Not to mention, the convenience of customers getting their daily dose of exercise in the comfort and safety of their own home or backyard!

According to the [Baltimore Sun](https://www.baltimoresun.com/business/bs-bz-under-armour-earnings-second-quarter-20210803-nle5nokngrai3mw7ncjavem5ve-story.html) , the company has “rebounded strongly from a 41% collapse in revenue in the second quarter of 2020” but with the “progress over last year and 2019, the sports apparel maker raised its full-year revenue outlook and expects a ‘solid’ performance this year.”

Now with a 91% sales growth, “Under Armour is up 13% in sales over the same period in 2019”, as of August 2021.

##### Digital marketing as the new normal

The pandemic has forced us to make drastic changes to our ways of life, and some of these changes are going to stay for the foreseeable future.

For businesses, this means increasing their digital marketing footprint, and making their product more convenient and available for their customers by selling and advertising online.

Digital marketing will continue to play a bigger role in a company’s success which is why it is more important than ever to adopt new strategies.