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Other brands are helping parents and teachers prepare themselves for a homeschooling environment and learning in a virtual environment. People are choosing to make more purchases online to reduce their risk or are forced to be because of lockdown regulations. Aside from building their businesses on Tiktok , e-commerce brands are also increasing their reach on Instagram as their supplementary force of social sales. Sprout social reports that there have been more than , back-to-school marketing social messages. The sectors taking the biggest drops include apparel, electronics, and school supplies. However, children still need to be educated, and parents will require the resources to make that happen. Rather than focus on a rapid-fire series of back-to-school ads, they have shifted their focus to young activists. In the meantime, a period many retailers rely on to boost their quarterly results is proving to be a challenge for back-to-school marketing campaigns. Apple, for example, are offering free Airpods with an iMac or iPad purchased with educational pricing. Retailers are Focusing More on e-Commerce Social distancing and quarantine have created a market ripe for online retailers to boost and expand their efforts. However, research indicates that many brands have spent more time on their social media presence than they did in Photo shot by rawpixel , RF. A survey conducted by Aspire IQ revealed that 2. Tagged in:.{/INSERTKEYS}{/PARAGRAPH} Image by mavoimage , RF. Back-to-school marketing efforts have traditionally been full of energy and fun, creative slogans. Photo shot by Dean Drobot , RF. However, the pandemic is changing the marketing ecosystem. A Greater Focus on Social Media Marketing A significant portion of paid advertising campaigns have been paused because of the uncertainty of the times. Old Navy is one brand that has taken an entirely different tack this year. Finding a New Focus for Back-to-School Marketing During the Pandemic Many brands have chosen to throw out the old playbook in favor of creating resources and providing services that are more in line with the challenges of the time. {PARAGRAPH}{INSERTKEYS}Pinterest As the coronavirus continues to cast a pall over the economic climate in the U. A more delicate approach may be required, or brands risk coming across as insensitive to the issues most families are facing.