Digital Marketing
Digital Marketing Goes Remote in 2020
In 2020 the line between online and offline marketing disappeared for good. With storefronts closed and events cancelled, a brand’s website, email, and social channels became the entire customer experience overnight. The businesses that adapted fast found that many of the changes were worth keeping.
Digital became the whole storefront
Customers who had never shopped online were suddenly doing everything from a couch. That raised the stakes for every digital touchpoint, from how fast a site loads to how quickly a message gets answered. Convenience and clarity became the difference between a sale and a bounce.
What changed for good
- Ecommerce and curbside pickup turned into baseline expectations.
- Live video and virtual events replaced rooms full of people.
- Empathy in messaging mattered more than clever campaigns.
- Email and owned channels proved their worth when ad budgets tightened.
Lead with usefulness and honesty
The brands that earned loyalty in 2020 communicated clearly, helped where they could, and dropped the hard sell. People remember who showed up for them in a hard year, and that memory shapes where they spend later.
Key takeaways
- ✓Every digital touchpoint became part of the storefront.
- ✓Owned channels like email proved resilient when budgets shrank.
- ✓Clarity, empathy, and usefulness built lasting loyalty.
Nadia Hoffmann
Social Media & Content Lead
Nadia Hoffmann leads social media and content at ThisCom, helping brands build audiences and community across social platforms, podcasts, and crowdfunding campaigns.
All articles by Nadia Hoffmann →Frequently asked questions
What digital marketing changes from 2020 are here to stay?+
Ecommerce as a default, flexible pickup and delivery, live and virtual events, and a more empathetic tone. Many customers who moved online in 2020 stayed there, so the investments brands made continue to pay off.
Why did email perform so well in 2020?+
Email is an owned channel, so it kept working when ad budgets were cut and reach on other platforms grew uncertain. Brands that had built healthy lists could reach customers directly and affordably.
Related articles
Email Marketing for Small Business: The Complete 2026 Guide
Email returns about $36 for every $1 spent. Here is how a small business builds a program that reaches the inbox and drives revenue, from list to automation to metrics.
Read →Email MarketingEmail Segmentation: Send the Right Message to the Right People
Blasting the same email to everyone is the fastest way to train your list to ignore you. Segmentation lifts engagement and revenue dramatically.
Read →Email MarketingDrip Campaigns vs. Newsletters: When to Use Each
Drip campaigns and newsletters serve different jobs. Here is how each works, when to use them, and why a healthy program needs both.
Read →Related reading
- Email Marketing
How to Build an Email List From Scratch (Without Buying One)
A permission-based email list is your most valuable marketing asset. Here are the lead magnets, opt-in forms, and tactics that grow it ethically and fast.
- Email Automation
Welcome Email Sequences That Convert New Subscribers
The welcome sequence is the highest-engagement email you will ever send. Here is a proven structure to turn new subscribers into customers automatically.
- Email Automation
Email Automation 101: Workflows Every Small Business Should Set Up
Automated email flows run 24/7 and drive a large share of email revenue. Here are the core workflows every small business should set up first.
- Email Automation
Abandoned Cart Emails: Recover Lost Revenue on Autopilot
Most online carts are abandoned before checkout. A well-built abandoned-cart flow recovers a meaningful share of that revenue automatically.
- Email Marketing
Writing Email Subject Lines That Get Opened (With Examples)
The subject line decides whether your email is read or ignored. Here are the principles and proven formulas that lift open rates, plus what to avoid.