August 25, 2020

marketing

Erica Perry

photo

As small and medium-sized businesses continue to face challenges amid COVID-19, platforms like Facebook recognize their key role in finding new ways to support these businesses, stay informed, and stay connected. When Facebook found that nearly half (45%) of small businesses might not return in the next three months, it recently created the Support Small Business Hub, a Support Small Business sticker that users can seamlessly incorporate into their stories , and introduced the hashtag #SupportSmallBusiness to encourage people to shout their favorites.

Facebook has launched a new national television and digital campaign aimed at sharing small business stories about how to deal with the pandemic and how the platform's various tools can help them strike the balance between tackling the uncertainties of today and identifying the Finding tomorrow's opportunities. With that in mind, it also breaks down if global macro trends marketers should keep an eye on when designing their strategies.

Global changes shape the future

The move to online business is more urgent than ever. People come together to support causes they believe in – but what specific values ​​and changes should companies keep in mind? The way we live, work, shop, and connect continues to evolve and unlock behaviors with persistence. Facebook aims to discover those with signs of perseverance in a series of new research.

“We analyzed Facebook data, commissioned surveys and conducted research from third-party providers. We examined the acceleration of existing trends as well as the emergence of new trends. And we have now identified five global macro shifts that are shaping the future, ”the platform explained. From shopping to connectivity to community awareness and mindfulness, here are the key changes and what they mean for marketers in the future.

A safer shopping experience

Price and convenience may have dominated the buyer's decision-making process, but according to Facebook, safety can come first when buying.

Seventy-one percent of people now say security is key when deciding where to shop. That feeling crosses boundaries, with only half (50%) of shoppers worldwide saying they are ready to return to physical stores. In addition, 40 percent of people surveyed worldwide plan to maintain their online shopping habits after the pandemic.

These perceptions permeate online conversations as Facebook has seen a 6-fold increase in conversations related to contactless shopping and living in the past few months since the COVID-19 outbreak.

Statistics aside, the research really shows the fact that more and more people need to experiment with new tactics like buying online, in-store pickup (BOPIS), or shopping entirely online, and consistently communicating brands about how their consumers are safe and easy friendly mobile shopping experience to be pursued begin to end.

Embrace the practice of mindfulness

Beyond shopping, people have adjusted to new ways of living, working, studying, and being a parent.
This can come with some headaches and challenges, but it is also a welcome opportunity to spend more time with family and friends. What does the extra time fill in our schedules? Practice mindfulness and wellness through meditation apps, live streaming yoga and other workout classes, classes, and #quarantine baking.

Not only do these activities allow people to balance their work and personal life, but they are a welcome distraction that opens the doors to creativity. Even in times of silence or isolation, we can find ways to be creative, and getting started can be as simple as it is physical Put down our phones so we can devote the time to what really inspires and makes us happy and what really makes us feel.

"Glocal" Communities

The pandemic continues to lead to an increase in the number of people expressing a sense of local connection online. With people still unsure of when their favorite local businesses might open their doors again, if at all, Facebook saw a 23 percent increase in clicks on Search for Local Businesses and Local Groups on Facebook from February to May 2020 grow by 3.3x.

Outside of their own neighborhood, however, people are simultaneously reawakened to the idea that they are a global citizen connected to the rest of the world through a shared event. As of January 2020, people have donated over $ 100 million to COVID-19-related fundraisers on Facebook and Instagram and are 1.26 times more concerned about the pandemic on a global scale than in their own country.

Permanent changes

Half (50%) of people worldwide say that being able to communicate with a company gives them a better sense of connection. Additionally, 40 percent of vacation shoppers say they are more likely to consider shopping with a company they can notify. These are just some of the permanent changes we can expect in the future. Especially from Gen Z, which now comprises 41 percent of the population, we can also expect younger viewers to prefer online learning platforms, watch more online videos, make frequent use of messaging services and spend more time on hobbies.

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