We live in uncertain times and no one can say exactly when and if we will return to the normal we were used to, given that everything we knew about the communication industry changes from day to day.
According to a recent international study by Influencer Marketing Hub, 69% of the surveyed brands will limit advertising spending in 2020, and 41% say they intend to maintain or increase their media presence, although 74% of respondents say that they post less on social media. This highlights the impact of the crisis on the advertising industry and the fact that brands and companies are being forced to re-evaluate their strategies and find solutions to continue.
One thing is clear: society is changing, priorities are changing, and people are beginning to form new habits. And beyond the accelerated transition to the digital environment that everyone is talking about, you’re probably wondering what else you could do in the next period in terms of advertising.
Here are the things we think you should consider:
- Content – more important than ever
People spend more time in houses and implicitly in front of screens. Now, we need content that satisfies consumers’ desire for novelty. And there is always room for more, if the content is relevant to your audience. Be careful though, because it is not the right time to try to sell at any price, but rather to create a good impression on the consumer, through any type of content (video, text, live) that informs him, helps him and entertains him.
- Brands – promoters of dialogue
Fear has taken over society, but not over consumers’ desire to be together and to make purchases. And now it is the perfect time to open the dialogue with your consumers and to start the conversations. You can organize online events, concerts, conferences, webinars or prize contests. Give your consumers the opportunity to detach themselves from the avalanche of negative information and to get to know you better, in a scenario created by you.
- Social responsibility – reiterated
In times like these, brands need to rethink their role in society and to show their support for it. We all go through the same thing and it is more important than ever to join forces, brands – advertising – consumers, so that together we can overcome this period. Whether you choose to donate a sum to a cause you support, you choose to offer your services or make your products available to those in need, any gesture, no matter how small, it’s appreciated and remembered. This not only allows you to show that you care, but it is also a good opportunity to make your values known and to gain the trust and respect of your consumers.
- Flexibility – a must
As the only constant at the moment is the fact that there are not many constants, it is important to always keep an eye on the numbers and what is happening in society and to be prepared to change and to adjust every campaign you develop, in real time. In addition, as the working hours become more flexible, people have left the classic routine from 9:00 to 17:00, which gives you the opportunity to meet virtually with them, almost at any time of the day.
- Traditional advertising – in decline
As a result of social distance measures, consumers spend less time on the street and in public places, which has affected advertising in print publications, events, OOHs and BTLs. Digital advertising is growing year by year, but now brands are “forced” by circumstances to make the transition faster, moving the game into virtual space. If you haven’t done it yet, now is the time to develop some digital campaigns through which you can interact with the consumer, making your brand visible in this medium as well.
Therefore, even in these times of crisis, advertising for your brand must continue, even if it has been affected. Eventually, things will be better, and your consumers will remember your actions.