The Impact of COVID-19 on Digital Marketing for Cultural Organizations

Though our world has endured disasters of all magnitudes, the Coronavirus (COVID-19) pandemic may be one of our generation's most significant setbacks – affecting individuals and companies on a global scale. With industries across the spectrum pivoting business to an entirely digital structure, digital marketing has never been more widely implemented.

As countless companies within the arts industry have been forced to cease production, many have used this time to build and nourish relationships with online communities, some even transitioning entirely to digital. After all, the absence of in-person programs doesn't have to mean a lack of brand presence. Finding opportunities to nourish brand presence even as doors remain closed will set your business up for success when it's time to re-open!

Effects on Digital Marketing during COVID-19

As the world changes around us, so will consumer habits. For businesses to remain competitive during this uncertain time, brands must shift approaches to meet consumer needs. The Interactive Advertising Bureau (IAB) found that 63% of marketers plan or have already planned to change their messaging strategy during the pandemic. As daily routines have turned virtual, 16% of Americans are spending more time on social media, presenting businesses with increased opportunities to capture online buyers' attention.

It is crucial that leaders understand what short and long-term effects COVID-19 will have on their business and leverage opportunities to communicate about products/services with the right message, at the right time, on the right platform.

Seizing the Opportunity

Though traffic has substantially decreased to sites in industries such as construction, travel, and entertainment, many companies have adapted their services to fit the needs of the "new norm." By amping up digital marketing plans and using social media's power like never before, companies are finding ways to counteract the effects of COVID-19 on traditional business models.

Heavy social distancing restrictions enacted worldwide have turned industries like the performing arts upside down. While many performing arts and community centers have closed their doors, others have subscribed to the online revolution. The 92nd Street Y (92Y) - A World-Class Cultural & Community Center – is a perfect example of a company that never stopped moving.

Use Case: A Cultural & Community Center Pivoting to Virtual Programs

Located in New York City, 92Y experienced immediately the impacts of COVID-19. With in-person programs limited due to pandemic restrictions, 92Y needed to pivot its entire digital strategy to continue serving Patrons.

To solve the dilemma, the team at 92Y brought the brand online with virtual programs. As 92Y navigated its new reality in the digital realm, it remained Patron-focused. 92Y was determined to provide value to those affected by the pandemic, and it did so by offering low-cost programs and a handful of free virtual programs.

nContext worked hand-in-hand with the 92Y team as it navigated uncharted territory. Dedicated to maintaining 92Y's digital momentum, nContext utilized its expertise to develop new ways to reach audiences beyond the usual scope of patrons who could or would attend programs in New York City. By identifying geo-targeting opportunities outside of the New York designated market area (DMA) and surrounding feeder cities, nContext’s team of marketers expanded campaign reach and generated a new audience set that will be useful throughout and after the pandemic. Although marketing through the COVID-19 pandemic offered its set of challenges, it led the team to evolve current targeting techniques based on shifting trends and overall global changes.

Organizations like 92Y are a perfect example of turning a disadvantage into an opportunity. Since the implementation of these virtual programs, conversions and engagements have skyrocketed, and 92Y was able to keep its brand alive during the COVID-19 shutdown.

As COVID-19 continues to make its mark on the digital world, digital marketing trends will continue to shift, consumer trends will change, and businesses will find ways to emerge successfully. Creating digital marketing strategies that accelerate growth can help organizations rebound from the pandemic and is the first step in retaining the brand's presence.

If your business is struggling to develop a digital marketing strategy during the COVID-19 crisis, a team member at nContext is ready to help you take the first step.