The global COVID-19 pandemic has transformed interaction patterns and impacted how people conduct business. Although the pandemic has led to a shift in advertising methods across industries, many organizations have not adapted to the changes quickly enough.
Businesses must alter their digital advertising strategies to cater to the evolving customer expectations in a post-COVID-19 world.
Effects of the pandemic on marketing
A report from Advertiser Perceptions reveals that one-third of advertisers canceled their marketing campaign plans because of pandemic-related disruptions. On the flip side, consumer spending is increasing at a rapid pace and eCommerce sales are 30 percent higher now, compared to 2019.
How digital advertising has evolved post-COVID-19
Let us explore how digital advertising has evolved over the past few months and learn what marketers must do to ensure their marketing strategies remain relevant.
Advertising campaigns must be truthful
Consumers have always been a bit reluctant to believe in marketing messages. It is important for brands not to exaggerate and inflate their marketing messages. Advertisers should strive to be truthful, especially in today’s media environment where fake news abounds.
In the past few months, Facebook has been compelled to remove more than 7 million ad posts that were thought to be conspiracy marketing related to COVID-19 information. Marketers must avoid playing on people’s fears in their attempts to market their products. This ultimately affects their credibility and hurts the consumer perception of the brand being advertised.
Facebook recently placed restrictions on advertisers promoting disinfection and cleaning products, to avoid the spread of misleading information in pandemic times.
Due to the prevalence of fake news, advertisers are now being held to higher standards, especially if they have products related to the pandemic. In these uncertain times, people are highly prone to believe any information that is advertised. Thus, advertisers need to build trust with their audiences. Trust is a key element and defines the success of any digital marketing strategy. The focus of ads should be on promoting accuracy.
Local advertising spaces have reduced
It is an unfortunate fact that the pandemic has negatively impacted several small advertising agencies. However, the pandemic also fostered a closer sense of community and strengthened focus on localized news and information.
The pandemic has led to a significant increase in media consumption as people want to stay updated with the latest developments in their local and national areas. Pew Research reveals that 23 percent of people are more attentive to state and local news and advertising, while 61 percent are more engaged with media sources than before.
This is the perfect time to boost localized content marketing via traditional and digital ad spaces.
Customize advertising messages to create a sense of security
Advertisers must prioritize tailoring their messaging to cater to post-pandemic audiences. This is especially true of food delivery and eCommerce services which have been promoting contactless delivery options, to encourage social distancing.
Marketing strategies must evolve with the times
Marketers need to ensure their digital marketing messages are still relevant and aligned with customers’ interests. Advertisers should focus on ways that different brands make life simpler, better, or safer for the public.
Digital marketing strategies must evolve with the changing market trends, to keep customers engaged and ensure business growth.