The COVID-19 pandemic has impacted the ad budgets throughout the world. Irrespective of the scale of operations, surviving of the online subscription services, social media, gaming services, and e-commerce is still possible whereas most brands are still justifying spends as things are progressing.
Anyway, contradicting popular belief most of the digital consumers are seen spending more and more time on the online platforms than before, which is leading to a strong engagement on relatable content and giving way to great opportunity to drive wider adoption at a lower cost.
Given below are five simple tips on how Digital campaign can continue to flourish amidst the COVID impacted ad industry:
- Improve brand messaging
If the customers are updated regarding the major services and products that are available doesn’t just enable the customers to stay in touch with the times but it also gives the intimation to the customers that you are concerned about those battling with covid-19. Also, informing the customers regarding the responsible steps that are undertaken to keep the stores, offices, and products safe, improve the shopping quality during the covid-19 pandemic.
It is the moral responsibility of the advertiser to make sure that the best of customers’ interests are met. This is the best time to try and also include some creative as well as sensitive messages in the online campaigns that can connect you with prospective customers.
It is not necessary that only negative effects on the daily life of the ongoing pandemic are mentioned every time but also the positive, as well as the winning side, can be included in the web or print copy.
- Change the key objective
Undoubtedly, this may not be the best time to try and change a lot number of conversions the product or services when things are directly impacted by the COVID-19 crisis. But this is the best time to walk a few steps back and promote wider online brand awareness and some considerable programs which will always help your brand to continue to be the priority in the minds of customers until all the services fully reopen.
Right now, if the prospective/new users are at the top, the targets and opportunities can be expanded once this crisis dies down.
- New advertisement inventory experiments
Most of the small to medium businesses in and around the country do not consider this to be the best time to start some testing and experimenting on new ad units online but discounted inventory can always promote the products and services to the customers who will make sure to save now so that they can buy later.
Pulling of those channels which aren’t bringing expected and measurable results and reinvesting in online channels which will assure the customers that they are connected the brand.
- Maintain genuineness
The customers will choose not completely to trust and open to some new extravagant and over-the-top advertisements for those products that may not be considered as ‘essential goods’ during the time of this ongoing crisis. That is why it is extremely important to stay true and real to your brand voice and recognize that people do have genuine concerns and offer real solutions in a compassionate and caring manner. This will certainly go a long way.
- The long-term game needs to be played
Some brands for extremely focused on the short-term benefits and so they take aggressive measures in reallocating the ad dollars throughout the year. This constant shuffling harms the brand in the long run.
Brands that tend to maintain a healthy presence online and also make sensible use of messages which do not overly capitalize the COVID-19 pandemic, will stay at the top of the priority list of the customers.
While working on the next campaign, the implementation of these simple and actionable tips will help you to ensure that brand messaging is in line with the customer’s interest.