The past few years have fundamentally changed how businesses operate, and there's no going back. What started as a necessary adaptation has become a permanent shift in how commerce works. At Marmot Marketing, we've seen this firsthand working with Edmonton and Alberta businesses.
The Great Digital Pivot
When physical locations closed, businesses had two choices: adapt digitally or shut down. The ones that survived moved online fast. Restaurants implemented online ordering. Retail stores opened e-commerce platforms. Service providers started offering virtual consultations.
The thing is, many of these changes were overdue. The businesses that struggled the most were the ones that had been putting off their digital presence, thinking they had more time.
What Actually Worked
Businesses that thrived during this period shared common traits. They had functional websites (not just brochure sites). They were already engaging with customers on social media. They understood their audience's online behavior. Most importantly, they had the infrastructure in place to pivot quickly.
The Changes That Stuck
Some of the digital adaptations are now permanent. Curbside pickup is still popular. Video consultations are standard for many professional services. E-commerce for businesses that never had it before is now a core revenue stream.
This isn't temporary. Consumer behavior has fundamentally shifted, and businesses need to meet customers where they are—online.
Lessons for Moving Forward
The biggest lesson is that digital presence isn't optional. It's not something you add when you have extra budget. It's infrastructure—as essential as having a physical location, phone number, or business license.
Another key insight: flexibility matters more than perfection. The businesses that did well moved fast, even if their first online iteration wasn't perfect. They improved as they went.
Where We Are Now
Today, businesses need a multi-channel presence. A website alone isn't enough. You need social media. You might need e-commerce. You definitely need email marketing. The exact mix depends on your business, but the common thread is online engagement.
At Marmot Marketing, we're helping Edmonton and Alberta businesses build these digital infrastructures—not as temporary solutions, but as foundational systems that support long-term growth. The shift is permanent, and businesses that embrace it will continue to succeed.
