As the COVID-19 pandemic continues to change the economic landscape, what do online marketing campaigns tell us about consumer trends?
As the Internet continues to become the hub that connects our globalized economy, marketing has continued to focus more on digital mediums. That trend seems to show no signs of slowing down, especially with the novel COVID-19 virus pushing more and more people online. In times of great uncertainty, the only thing that seems assured is constant changes. As the months pass by, we’re starting to see the effects of this pandemic of economics and marketing. In this article, we want to explore how this phenomenon has affected Pay Per Call campaigns and how that could lead to significant changes in this marketing channel.
What Is PPC?
First, we need to define what Pay Per Call is. Also known as PPC, this marketing campaign aims to get leads to call the included phone number. As we had previously stated, PPC campaigns aim to get consumers to contact a specific number to become customers. In the world of Digital Marketing, there’s a vast number of ways to incorporate this Call to Action (known as CTA) into the advertisement. If you would like to have a broader sense of pay per call marketing methods, this blog post does a great job of breaking them down.
With that said, what have been some of the effects that COVID-19 has had on this market?
Consumer Call Trends During COVID-19
As this blog post indicates, the numbers paint a mixed bag. While industries that sell luxury goods and travel were hit severely, financial and healthcare services saw a considerable uptick in traffic. Broadly speaking, whenever there’s a spike of interest in a particular industry, you can expect to see an increase in the advertisement revenue. For example, since many people saw their income reduced, the need for loans and other financial products increased to meet the demand. That, in combination with more people isolating in place to protect themselves, the uptick in consumer interest was for online lenders. As this report suggests, more people were calling companies to inquire about their services, rather than going in person. This trend was already increasing, but given the circumstances, it’s grown exponentially. While this presents an excellent opportunity for growth, there have been some serious growing pains to adjust to this new reality.
How Have Call Centers Adjusted to Manage This Increase?
While the demand has increased, many call centers have found themselves scrambling to meet the demand. Most call centers rely on employees working in their onsite facilities. With this rapid change to remote work, these companies have faced some vast struggles to make a sudden transition to this type of work dynamic. That said, companies who had cultivated remote work before these circumstances have been able to ride this storm better than others since they had the training and software needed to take on this situation head-on. While the situation is still uncertain, most call centers have made the switch and continue with business as usual. While it’s too premature to say, this shift to remote call centers could become a permanent fixture in the industry. As the situation continues, we will see what companies return to their offices and decide to transition to a fully remote team.
While the economy might still be unstable, there’s definite evidence to suggest that online and digital marketing is incredibly resilient in times of crisis. We can also see how consumer trends evolve by considering what industries see increased traffic across all channels.