There is little doubt that there are some difficult times ahead for the advertising industry and for some brands, at least in the short-term. Work stoppages along with quarantines are changing the landscape for marketers. In this new environment, connecting with consumers digitally can be challenging. Yet, it is especially important for both brands experiencing hard times as well as those experiencing booms to communicate effectively.
A high proportion of millennials believe that marketers can play an important role during the COVID-19 crisis and want to see communications that address the situation in their tone and/or focus on brand initiatives. With this in mind, marketers need to be innovative and creative in their communications with consumers.
1) Social media channels currently offer special opportunity for innovative engagement
With so many people spending more time at home, internet usage is even higher than normal. In this vein, we are seeing some brands engage in innovative engagement.
2) Influencer marketing strategies may need to be changed to target “homefluencers”
As with everyone else, the lives of social media influencers have been impacted by COVID-19.
3) Strong consumer brands should deliver simple messages that address COVID-19 and social responsibility
Bigger brands that have influence within consumer communities keep their messages simple, obvious, and informative.
4) Tone and human-centric messages are especially important for companies experience an uptick or shift in distribution channels during the crisis
The public is well aware that this crisis has hit many individuals very hard. As a result, messages that focus on the human element are likely to enhance effectiveness.
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Remember we are all in this together, stay safe and well.