The Manufacturer Newsletter 2022

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Digital Marketingand the Impact due to COVID-19Founded in 2013, Createm Designs is an ambitious Graphic Design Company with the goal of providingthe same services as an advertising agency, but at a fraction of the cost. Createm has seen steady growthsince its inception, and continues to provide cost-effective, quality service to each of their valued clients.The year 2020, for Createm, was set to be one full of promise, but as all other businesses around the worldwould also come to realise, it was merely the start of a series of challenging years, both economically andsocially, as the COVID-19 pandemic took center stage. However, from these challenges, many valuablelessons were learned, and Createm was able to adapt to the changing environment by embracing newopportunities and new ways of doing business.Before the onset of COVID-19, social media was already firmly on the upswing in terms of the businessside of things worldwide; but in Trinidad and Tobago, the adoption of this business aspect of the platformstill had not gained traction for most companies, which continued with what worked traditionally –especially with regard to advertising. The falling price of crude oil and the country’s dwindling naturalgas resources did not help instil an abundance of confidence in trying something new. In fact, it wouldhave taken some significant development to change this mindset. Enter the pandemic.With the very “social” nature of the virus, the world was soon introduced to the new norm of “socialdistancing”, and for companies across the world, this was a game changer. In T&T, a visible shift towardsthe use of social media was evident. Was this because of the pandemic? A case could be argued for bothyes and no. However, what is in fact undeniable is that the pandemic definitely opened our eyes to theimpact that social media could have for business and the relevance of electronic commerce.For example, some of the key takeaways from January 2022 global overview are: More than half of theworld now uses social media (58.4%) 4.62 billion people around the world now use social media, 424million new users have come online within the last 12 months.18
Facebook user growth rate was estimated at 8.7percent in 2020. This was the highest growthmeasured over the evaluated period. With thecoronavirus outbreak at the first half of 2020,internet users resorted to social media to stayconnected.https://www.statista.com/statistics/1202765/facebook-annual-growth-rate-worldwide/When creating a marketing campaign (pre-pandemic), one of thefirst avenues that would come to mind was the traditional trifecta of Press, Radio and TV. SocialMedia was often considered as not as important, or left by the wayside altogether. Now, it’s a nobrainer...along with having a significant presence online. Granted, many companies still use traditionalmedia but Social Media advertising has become first on the list – not just because it’s so much more costeffective, but the ability to tailor your ads, interact with your customers and specify your target audienceis unbeatable. Also, whereas previously, many companies did not see the importance of having anEcommerce website and were comfortable operating without one, COVID-19 health restrictionsdissuaded consumers from physically going into stores. This, in turn, led to an increased online purchasesfrom competitors who had such websites. Perception (and habits) definitely changed thanks to theexplosion of social media and ecommerce usage.What caused the explosion on social media?With the government sanctioned lockdown resulting in reduced operatinglevels (or in other cases, physical closure), businesses needed to find a cost effectiveway to still reach their customers. This was through the use of Google Ads, Facebook/Instagram ads,Facebook/instagram accounts, Stories and Reels.)Creating a full ecommerce website can be very expensive and time consuming.Therefore, individuals and businesses alike turned to Facebook as it can functionsimilar to an ecommerce site.The pandemic caused massive job losses, and out of this rose thousands of people trying to make endsmeet – in effect, birthing a new wave of pandemic-inspired entrepreneurs.Today, many companies are now taking onboard the lessons learned from the last few years and have theopportunity to use Marketplace on Facebook, and some are finally using Ecommerce websites, whilerealising the potential and benefits of doing so.19
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The Manufacturer Newsletter 2022

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