What the first wave of COVID-19 taught us
The digital era is here, we only needed a small push to jump 5 years into the future. We realised there aren’t two worlds, there is only one. And this world is digital first. Working from home has become our new normal and the local has become much more important than the global.
Some of us are dealing better with the changes than others, but we have all finally realised the importance of online appearance. It is no longer only a small marketing and advertising platform that can be managed by a part-time employee.
We now spend way more time using our mobile devices – during the lockdown, as much as 60% more than before.
Let me highlight 3 key aspects of business affected by the first wave of the COVID-19 and what we can learn from it.
New costumers and new target audiences
We now spend way more time using our mobile devices – during the lockdown, as much as 60% more than before. Of course, we want all the latest news on the situation we’re in. In addition, we are looking for entertainment and positive stories.
Research conducted by Global Web Index has shown that social media is becoming more popular throughout generations. More specifically, a 27%-growth was documented among the generation Z, 30% for millennials, followed by generation X with 29% and baby-boomers with 15%.
The new users of social media are, for the first time, seeing and communicating with brands digitally. So the brands have a huge responsibility to choose the content according to their costumers’ knowledge of social media and the covid-19 situation, but also according to the brands’ values. The websites are also being visited by new potential customers who have previously been sceptical about online shopping and don’t have much knowledge of it, so they need more time and guidance through the buying process.
The most important aspect of online presence is the interaction with customers, quick responses, and credible information. Communication is no longer goes just one way and should be immediate. Good user experience entails speed, helpfulness, and kindness, just like you would expect to see in a physical store, or even better.
As content creators, providers, and salespeople, we have a unique responsibility to carefully monitor our content. Consumers need support from their favourite brands and social media are a great way to provide that.
Creativity, a story, and the wow-effect, as well as consistent communication are crucial for the survival of a brand.
People turn to brands they trust for guidance and content to cheer them up and inspire them for new challenges.
The fact is that the attention span of your online audience is very short. If your content is not of very high quality and you’re also not posting consistently, your content will quickly be lost in the sea of other posts.
Creativity, a story, and the wow-effect, as well as consistent communication are crucial for the survival of a brand, especially in times of increased digital activity.
You may find the following tips helpful
C is for chat:
The first step is to listen and talk to your target audience. This is the best type of content you can possibly create. Engage in dialogue and be creative. This type of content works best on social media. Don’t forget – it’s a dialogue.
O is for organization:
Organise webinars, online conversations, and live conferences, where you can engage with costumers and exchange informative or entertaining content. It’s the easiest way to gain attention and offer your audience information and inspiration, and bring it closer to your brand.
V is for values:
In these confusing times, your brand must stand for what you believe in and speak its mind. This will help you create content and a community of costumers that share these values.
I is for innovation:
The amount of online content is growing and so is the number of social media users. Do not be afraid to try out new types of content and ways to inform the audience of your brand.
D is for document:
It is an excellent way to fill the gaps in your content. Document and share the activities that your company engages in to fight the current situation, on a local or a global scale. Let the audience know how your company deals with the challenges of COVID times.
19 is for 19 posts a week:
The most important piece of the puzzle. Of course it doesn’t have to be exactly 19, but try to create as much content as possible on all of your platforms. You can post pictures, stories, videos, blog posts, instructions, GIFs … sky’s the limit.
Maybe you don’t believe these things are that necessary, but keep in mind that these are times of great changes in your costumers’ behaviour. Social media is changing and you don’t want to be left behind.
In the past weeks, COVID-19 has again grown into a pandemic, but this time, we are better prepared. We have experienced it and analysed this before, which will help us predict the situation on the market. It is not the first time to face this situation and we have the answers on how to advertise in the times of uncertainty.
Keep in mind that everything is changing in our daily lives, and so is our behaviour. Our online activity has also changed. It is now completely different than in March, when companies had no idea what to do and how to react. COVID-19 brought about many changes in the market presence of many companies, so it is necessary to figure out how to deal with advertising.
During the first wave of the pandemic, companies chose to implement measures which decreased or completely stopped online advertising. This was seen on Google Search and Facebook, which are the main two expenses when it comes to advertising.
Even the most dominant global advertisers cut back on advertising and limited it to the products that bring the most profit. This drastically decreased the number of views in March, which allows other companies to benefit from more advertising and marketing space opportunities.
Infra-annual statistics for the months affected by the pandemic (March – June 2019, compared to 2020), revealed that both big and small advertisers lowered their online advertising budgets for an average of 20%.
What does that mean for those who kept the same budget?
Some companies have already focused on strategies and means for online activity, because that’s where consumers are in times of social distancing.
With the drop in competition, our clients saw incredible results. CPM and CPC had lowered, which allowed for a much wider reach and more clicks for the same price.
Digital marketing is currently one of the most important ways of communication between brands and consumers. With preventative measures, more and more activities are going online. The prediction is that investing into digital advertising will increase, which means that your company must keep up with the competition. It must always be a step ahead and at the right place at the right time to reach users, which might be your new potential customers.
Consumers have and will get used to online shopping, online payment, and working from home. The latter has been happening in more digitally-oriented companies for some time now.
Some companies have already focused on strategies and means for online activity, because that’s where consumers are in times of social distancing. People spend huge amounts of time on mobile devices, which offer them a way of spending their free time and following the media.