It’s the year 2021; a year hit with uncertainties due to the COVID-19 pandemic. It is the time to go beyond pandemic-themed ads and unlock creativity.
The question that is on everyone’s mind –
- How can you adapt to survive the economic crisis that’s resulting from COVID19 pandemic?
- Best practices Advertisers recommend following during Pandemic
- Summing Up
How can you adapt to survive the economic crisis that’s resulting from COVID19 pandemic?
But before we try to address that question, let us look at some eye-opening facts :
1. 62% of US Shoppers Say They Shop Online More Now Than Pre-COVID
2. Despite the pandemic, eMarketer predicts that the US telecoms will spend $13.99 billion in 2021 (a 12% increase, 10.4% of total digital ad spending.)
A report suggests that consumers have :
While the decrease in customer visits may be obvious, other areas of changes included:
84.8% – Increased openness to new digital offerings introducing during the pandemic
83.8% – The increased value placed on digital experiences
79.1% – A greater acknowledgement of companies’ attempt to do good
Best practices Advertisers recommend following during Pandemic
1. Updating your messaging
Now more than ever, people are nervous, bored, and anxious. The last thing you want to do is remind people of that. Doing that will keep them from trusting and falling in love with your brand.
Shift your company messaging to talk about how you’re going to help consumers come out of this. Keep a positive, helpful and empathetic tone. Do not use this time to be funny or casual. Try to be uplighting in your messaging rather than dismissive of the situation.
2. Show customer empathy
COVID-19 has impacted individuals on a personal level world-wide. Hence, if you come off as insensitive or dismissive, it can have a deteriorating impact on your brand. This is the time to move forward with genuine empathy and caution.
It is seen that 76% of the consumers have recently picked up new habits, behaviours and routines due to COVID-19. Of those people, 89% said they plan on keeping some of their unique practices. Consumers are also trying new products, with 36% planning to continue using new brands they’ve been attempting after COVID-19. All these statistics point towards the importance of being empathetic towards your consumers, especially in the current times.
3. Use credible COVID-19 sources
When rolling out ad copies, social media captions or any other piece of content, you need to make sure to use credible COVID-19 sources. Inaccurate information can harm. The best places for reliable information are:
- Centres for Disease Control
- World Health Organization
- The Department of Public Health for your state
- Factcheck.org’s Coronavirus Coverage Guide
Employ Proper Grammar- Improper grammar can undermine the validity of your facts, and even alter your message. Make sure your content is up to mark. Tools to use:
- Topical Guide On COVID-19
4. Remain Authentic/ Relevant
As a business, you must prove value, now more than ever, even if you may not get paid the same. As a marketer, you should aim at producing compelling campaigns that speak to the realities of the pandemic. This is the time to give back, to contribute in any way one can. It is the time to earn the goodwill of people which will help in driving long-term loyalty. Think contribution, not conversion.
5. Lean on to Online Shopping
Focus on how you can operate your business online, if you haven’t already. Consumers have seen a rise in online ordering owing to its ease and lockdown restrictions in certain parts of the world. You can consider waiving shipping and handling fees as consumers are less likely to leave home. You can also make use of geo-targeting to better reach consumers at this time.
6. Adapt to Survive
As the famous saying goes- survival of the fittest also applies in this context as well. As consumers adapt to government regulations around the world, their behavioural shifts and shopping behaviour are likely to force companies to rethink their strategies for survival. Being supple and adapting to the situation is going to determine who will survive the pandemic and vice versa.
As an advertiser, you might notice a change in competition. Based on that, you can decide your changed targets to be better suited to the existing market conditions.
7. Get your business on Google My Business
As COVID-19 forces business to remain shut, people are likely to turn to Google To check whether a company is even open during these uncertain times. By creating a Google My Business account, you can proudly display and update your business hours, address, posts, photos, and even reviews across Google search and Google Maps.
If you’re already running Google My Business for your business, be sure to update any of your business operations if COVID-19 changes them. It includes updating your business hours, phone number, menu etc. and posting a notice about any changes your customers should know about your business’s operations concerning COVID-19.
The new normal and how consumers will behave is changing every month. Businesses need to ensure they have the right protocols in place to weather the storm as well as implement strategies to ensure the company thrives. You can consider hiring google AdWords experts from a leading digital marketing agency named Uplers, to help you strategise and implement best practices during these uncertain times.