How COVID-19 Accelerated Digital Marketing Transformation (2020 Perspective)
The COVID-19 pandemic reshaped how businesses approached digital marketing in 2020. Within weeks, companies across Edmonton and Western Canada pivoted to digital channels as physical locations closed and in-person sales disappeared. At Top Draw, we witnessed businesses accelerate digital transformation projects that had sat on hold for years. Companies that had previously allocated 20-30% of their marketing budget to digital suddenly needed to shift 80-90% online. This article reflects our observations from May 2020 about how the pandemic changed digital marketing priorities for Edmonton businesses.
Businesses Accelerated Existing Digital Marketing Investments
Companies that had already invested in digital marketing channels expanded their efforts in 2020. Edmonton businesses launched content marketing programs, optimized existing website content for search engines, and developed social media strategies they had postponed. Top Draw helped clients in sectors like home services, professional services, and B2B manufacturing adapt their messaging to address pandemic-related customer concerns. Our clients prioritized immediate-impact initiatives: updating Google Business Profiles with COVID protocols, launching Google Ads campaigns to capture changing search demand, and creating FAQ content addressing common customer questions about service availability.
Companies Without Digital Presence Launched First Campaigns
Some Edmonton businesses entered 2020 with minimal digital presence—outdated websites, no social media accounts, and zero online advertising. The pandemic forced rapid adoption. Restaurants launched online ordering systems. Retailers opened e-commerce stores. Service businesses implemented online booking. Professional services firms set up virtual consultation systems. These companies contacted agencies like Top Draw to build digital capabilities in weeks rather than the months typically required. Organizations that had resisted digital transformation recognized they needed online channels to survive, not just to compete.
How the Pandemic Changed Digital Marketing in Edmonton (2020 Observations)
Here’s what Top Draw observed in the Edmonton digital marketing landscape during spring and summer 2020:
- Digital advertising costs decreased 20-30% in March-April 2020. Many advertisers paused campaigns due to uncertainty, creating opportunities for businesses that maintained their Google Ads and Facebook advertising. By June 2020, costs rebounded as more companies recognized digital advertising as essential rather than optional.
- Search behavior shifted toward local and immediate-need queries. Edmonton consumers searched for “open near me,” “delivery available,” and “virtual consultation” terms. Businesses that quickly updated their SEO strategies to target these emerging search patterns captured traffic from competitors who waited to adapt.
- Video content and virtual experiences replaced in-person interactions. Companies created virtual tours, video consultations, and livestream demonstrations. Social media engagement rates increased 25-40% for Edmonton businesses that posted authentic, helpful content addressing customer concerns rather than pushing sales messages.
- E-commerce adoption accelerated 5-7 years in 90 days. Businesses that had planned gradual e-commerce rollouts implemented solutions in weeks. Edmonton retailers worked with developers to add online shopping carts, payment processing, and delivery management systems to websites that previously served only as digital brochures.
- Email marketing became a primary communication channel. With in-person meetings and events cancelled, businesses relied on email to maintain customer relationships. Top Draw helped clients segment email lists, create value-driven content, and implement automated email sequences to nurture leads through longer sales cycles.
Digital Marketing Lessons from COVID-19 (2020-2025 Perspective)
Looking back from 2025, the pandemic accelerated trends that were already emerging. The businesses that thrived invested in digital infrastructure before they absolutely needed it. Companies with strong website design, active social media presence, and established online advertising campaigns adapted faster than competitors starting from zero. The crisis proved that digital marketing serves as business continuity infrastructure, not just a customer acquisition channel. Edmonton businesses learned that diversified marketing across multiple digital channels—organic search, paid advertising, email, and social media—creates resilience when external disruptions occur.
Partner with Top Draw for Resilient Digital Marketing
Top Draw has helped Edmonton businesses build digital marketing strategies that drive results during stable periods and adapt quickly during disruptions. Whether you need to strengthen your existing digital presence or build capabilities from the ground up, our team develops data-driven strategies that connect you with customers across search, social, display advertising, and email channels. Contact us to discuss how we can help you build a more resilient digital marketing program.