I am Gaurav, from Webfries Digital Talk. In this episode, we take a look at how consumers would like to see your brand’s ad messaging change through the Corona pandemic. That’s the gist of our digital marketing show for today. Let’s get started.
First, the bad news. Publicists say that the Covid-19 pandemic will shrink ad spending to new lows that were never before seen in modern history. The pandemic repercussions will be long and severe.
2020 opened with a great lot of enthusiasm – a brand new decade, the Olympics, and marketers were eager to capitalise on it. However, the Corona outbreak has wiped off optimism. Marketing departments are generally the first to bear the brunt of corporate cuts during a downturn. And, now with the entire world in panic mode, ad spending has significantly reduced, and in many cases, even stopped completely.
Ok, that’s with the bad news. Now, let’s turn our attention to the glimmer of hope even during these bleak times. What do consumers want to see from brands during these unexpected times? New research from the Video advertising platform Unruly states that consumers just want you to tweak your tone and content a bit to be more sensitive.
Change how? The research shows that consumers want to see the following in order. Number one – how your brand is standing with staff and customers. Then they would like some informative, factual information about the pandemic. It’s good if you can make it positive and funny. Something to cheer up your audience. Finally, your consumers want to see normalcy or continuity.
Only 7% of consumers don’t want to see any content related to Covid-19. 40% say that they prefer content that is informative and relevant to what’s happening right now. 37% of respondents say that they want happy and positive tones. Only 2% didn’t want brands to continue with ads.
So, how do you do that? Here are a few tips.
1. Go Live with your Audience
Instagram Live and Facebook Live have immensely soared in popularity in the last couple of weeks. Demonstrate a free tutorial, share some information with your customers – anything, just stay connected with them. Instagram has recently released an update. Instagram Live streams are now viewable on PCs.
2. Boost your Online Presence
It’s no surprise that people spend more time online now than before. Ramp up your website, polish your social media presence, and refine your content strategy. Let your customers know that your brand is available online, even when they cannot step out to shop or interact with you in person.
3. Use this time to work on your SEO
You can be sure that once things return to normal-ish people would want to resume their regular activities. So, make sure that you’re easily findable on the internet. Update your SEO strategies to improve your page rankings.
4. Adjust your Offers/Products to the Situation
Successful brands are those that adapt quickly. Something simple like offering a free cloth mask with every clothing purchase is an excellent option for online apparel stores. Think creative and build that connection with your customers.
5. Return to Normal-ish
Even this too will pass. Humans are resilient, and once the lockdowns are lifted, people will be eager to get back to their normal life. So, be sure you are prepared. Plan your marketing strategy for the rest of the year and stay prepared for all future development.
Stay safe and stay healthy, till we meet again with another episode of Webfries Digital Talk with Gaurav.