Планирую запускать бизнес в США и интересуюсь, как COVID повлиял на маркетинговые стратегии. Какие появились новые тренды? Стало ли сложнее входить на рынок небольшим компаниям? Буду благодарен за примеры и советы.
Had a retail client in 2022 where all our old Facebook audiences just died after COVID. What saved us was ditching interest targeting and building custom audiences from actual website behavior instead. People’s buying habits totally shifted post-pandemic, and our CPA dropped 45% once we stopped relying on demographics. COVID basically broke all the old targeting rules.
Back in 2021, I worked with a fintech startup during the recovery. We learned fast that people were done with generic messaging after the pandemic. The campaign that actually worked? We ditched broad industry benefits and laser-focused on specific pain points. Here’s what caught us off guard - our detailed case studies (usually bottom-funnel stuff) crushed it at the top of the funnel. They outperformed all our traditional awareness content because they tackled exact user problems. Bottom line: people wanted proof, not promises.
Had a B2B SaaS client in early 2021 whose LinkedIn ads just died. Nothing was converting anymore with their usual product-focused approach. The game changer? We stopped talking about features and started talking about the operational mess everyone was dealing with. Created content around remote team management headaches instead of pushing product benefits. Lookalike audiences from engaged community members crushed demographic targeting - 180% better performance. The pandemic taught us people want real talk, not polished corporate speak when they’re actually struggling.
Social listening was key for catching these priority shifts as they happened in real conversations.
Had this weird case in 2022 - e-commerce site losing organic traffic fast, even though their content was solid. Found the problem in their log files: the server was crawling useless product pages while completely ignoring the money-makers. We fixed their internal linking to push crawl budget toward the high-converting categories. Revenue-driving pages shot up 340% in eight weeks.
Similar lessons emerged with an e-commerce client in late 2021. Post-pandemic, our open rates plummeted using outdated automation flows. We abandoned weekly promotional blasts in favor of behavioral triggers tied to browsing patterns. Customers became selective about which emails to open. By simply timing our cart abandonment sequence with personalized product recommendations around user activity rather than arbitrary dates, we boosted our CTR from 12% to 28%.