Going digital by default, or making all services easily available online, had been in the works for some years, but it was only in 2020 that this was realized. Most businesses are now more confident in the belief that digital is the future of global economies.

Even if a Covid-19-prompted lockdown triggered this great digital shift, it was the only force that broke barriers among consumers. Everyone got onboard and many small enterprises followed suit in order to market and distribute their products and services online. With many shifts happening overnight, some of them made the wrong decision to focus specifically on content marketing on social media and on their website. This is just another case of putting all your eggs in one basket, which may work for the short term but could be expensive to sustain without the support of other digital strategies.