06Jun

Pandemic driven business closures, budget cuts and sweeping changes in consumer habits have forced marketers to throw out their playbook, developing new strategies on the fly and pivoting from quarterly plans to going week by week.

Forced to make-do without access to production teams or facilities, marketers have embraced digital media in new and unique ways, placing even greater reliance on social media to reach consumers.

“We can’t go get images and shoot videos for most clients. This situation calls for a lot of virtual communication, both externally and internally,” one marketer explained in a whitepaper produced by Social Media Today. “Just got off of a two hour Zoom call during which we solely discussed social media!”

But will these strategies survive in a post-COVID world? What will the future look like for digital marketers?

Those are the questions Social Media Today put to its 1 million+ audience, finding that many of the experiments the pandemic has forced upon marketers will become — in fact are already becoming — best practices.

Among the six trends Social Media Today’s readers identified is the rising value of social media jobs and creativity skills.

“Out of all marketing strategies, I believe that social media will be the main one to thrive in the post-COVID world,” said author and digital marketing consultant Lilach Bullock.

“For one thing,” she said, “It’s easier and cheaper for brands to leverage social media and for another, people all over the world are spending more time indoors than outdoors – and therefore, more time online.”

Her view was echoed by Esa Mbouw, deputy head of business administration at Swiss German University. “I see a huge positive shift towards the digital world post-COVID,” he says. “People of all backgrounds are adapting to the digital lifestyle and I predict they will be craving for more social media content.”

Data from The Harris Poll tells us Americans are already consuming more social media than before the virus outbreak. Harris found half of all consumers were using more social media with the largest increase (64%) among those 35-49.

As the world continues to open up, the time spent online will inevitably decline, but almost certainly not to previous levels. Exposed now to a broader range of content, consumers will want more. Marketers will fill that demand, Social Media Today found, with even greater and more innovative use of video.

But not just any content, say marketers. They predict brand communication will be more authentic, tinged with a sense of social consciousness that will be empathetic and compassionate and influenced by greater listening to what consumers are saying.

“Social media content will be created that better engages the consumer — asking questions, sharing polls, and hosting mini-events like Twitter chats and movie watch-along nights that are relevant to their industry on Twitter,” said Deborah Sweeney, CEO of the online business documents and services firm MyCorporation.com.

Finally, marketers predict that change will be constant.

As one marketer tweeted, “You gotta be constantly learning, innovating, & putting it out there. Not to be Captain Obvious but that must continue. Consumers want more.”

Photo by Szabo Viktor

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Green Key

#WeAreGreenKey: Spotlight on Clare Wright

Welcome to #WeAreGreenKey, where we shine a spotlight on the incredible people behind our powerhouse recruiting team.

Clare Wright graduated with a business degree in 2009 and joined Green Key shortly thereafter. She is now an Executive Director of Recruitment at Green Key Professional Support

We asked Wright to talk us through her recruiting journey, working at Green Key, and the administrative job search.

What inspired you to pursue a career in recruitment?

I fell in to recruiting, like many others. After graduating with a business degree in the UK in 2009, I came to the USA to intern and found an internship with Green Key. 12 years, 2 kids, one dog, several apartments, and one house later, I’m an Executive Director of the Professional Support team handling permanent and temporary placements in NYC.

What sets Green Key apart from other recruiting firms?

We’re a team. There are so many ups and downs in recruiting but having a strong team to support each other and lift each other up is so important!

"We're a team. There are so many ups and downs in recruiting but having a strong team to support each other and lift each other up is so important!"  -Clare Wright
Executive Director,
Green Key Professional Support

Where has Green Key Professional Support provided service that is hard to match in an internal hiring team?

We can provide an alternate perspective and sometimes suggest a different profile that might seem like the right fit on paper but ends up being a great match for the position given our extensive screening process!

What are the next steps for candidates interested in expanding their administrative job search?

Connect with me directly or visit www.greenkeyllc.com/area/professional-support to fill out a candidate contact form. We also have several open positions on the Green Key jobs board

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Green Key