Blink:

The COVID-19 pandemic has led to a major boom in digital technologies. Specifically, a surge in mobile usage beyond basic communications. More consumers now use their smartphones for online shopping, numerous finance categories, gaming and video streaming. Consequently, smart marketers are implementing some innovative mobile movements.

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Throughout the COVID-19 pandemic, we have been monitoring the shifts in consumer behavior. Back in June, one reliable source detailed the accelerated shift to e-commerce – 7.4 million new digital buyers in 2020 (source: eMarketer). Recently, marketers have fast-tracked targeting consumers adapting to digital technologies. Detailed below are two innovative digital marketing movements:

• Leveraging the popularity of the social media platform TikTok (an estimated 100 million U.S. users; 50 million of whom check the app daily), Dunkin’ announced it was going to re-release a limited addition of its branded holiday merchandise line Onesies – long-sleeve T-shirts, baseball hats, phone cases, etc. Their objective is to expand their social media following by targeting younger consumers now heavy users of online pandemic shopping. Note: Personalized products are now a new way food brands are connecting with their loyal customers.       
• Trolli gummy worms utilized QR codes on their packaging to enable consumers to access a trial on Play Station for a video game “Deliciously Dark Escape” where players protect their gummy avatars. Smart Marketing: A.) Three-fourths of American households have a least one gamer, 21% are younger than 18 years old (source: Entertainment Software Association); and B.) Capitalizing on the resurgence of QR codes.

FYI: TikTok is testing longer, three-minute videos. Imagine the increase in smartphone usage if TikTok triples the current length of time people can record.