COVID-19 has really shaken up the marketing world, and with big events being cancelled, marketers are experiencing high volumes of stress due to the fact that they won’t be able to advertise products and services the way they are used to.
Instead of being concerned about how things are changing, it is vital for marketers to keep their heads high and start looking at alternative ways to advertise their brands. Change is scary, but it is also
full of opportunities.
With COVID-19 in mind, it is important to understand how the marketing industry will be affected and what you need to do to stay on top of your game.
So, which type of marketing is getting hit the hardest?
This would definitely be traditional marketing
, which includes:
- TV ads
- radio ads
- newspapers, and
- print advertisement.
The reason why traditional marketing will take such a big hit is because people won’t be consuming this type of marketing in the same way they normally would have or at the same times
. Radio ads
Most people will listen to the radio while they are in the car on their way to work. But now, because people will no longer be sitting in traffic, advertisers will need to find the times that consumers are actually
tuning into stations and go from there. Television ads
The same will apply to television, because instead of watching TV when people get home after work, the TV will always be on, which means lots of opportunities for ads. People will be staying tuned to news channels to find out what’s happening with COVID-19, so marketers will need to place their ads wisely. Print ads
Since many people are in self-isolation and not getting in their cars to go to the shops, print ads will definitely be impacted, albeit more negatively. People want to receive their news online in order to read up on what’s happening in the world to find out any updates regarding the pandemic; this means that print ads for newspapers will need to consider moving online, if they haven’t already.
Flyers will also not be beneficial during the COVID-19 pandemic because there will be less people on the road and people might be concerned about taking a flyer from a person standing next to the road due to germs that can spread easily. Out-of-home advertising
Billboards will need
to be placed at more convenient spots. For example, when people run to the shops, advertisers will need to ensure that they see their billboard on the way, as opposed to placing them on busy roads or the highway, because people might not drive these roads anymore.
So, how is the COVID-19 outbreak affecting online marketing?
A recent study done by apptopia
found that “daily downloads in February to [Sunday, March 15] [from] Instacart, Walmart Grocery and Shipt have seen surges of 218%, 160% and 124% respectively
This shows that more consumers are resorting to online shopping — and not only for clothes but groceries too.
Because people are working remotely and limiting their traveling, the time consumers spend online is increasing. Marketers will therefore need to start advertising more on social media and on digital platforms.
An important thing that marketers will need to keep in mind is that, since people will be more active on social media and online platforms while in self-isolation, the pressure to create more digital content will be extremely high. Business will need to ensure that they create a lot of high-quality content to stay relevant during this pandemic.
If marketers and online creators thought they had a lot of work before, they have no idea how much harder this will become; people are bored at home, so they will want more
content that is still of high quality. So the content will need to be quantity and quality at this point in order to stay relevant.
Research done by Global Web Index on 23 March found that humans are checking social media more regularly, over all
the generations —27% are among Gen Z, 30% among Millennials, 29% among Gen X and 15% among Boomers
The index also found that four in 10 humans are checking the news much more frequently to keep up to date with what is happening regarding the coronavirus. Therefore marketers will need to start including content talking about the coronavirus because during this time this is what people want to read and stay updated with.
Marketers also need to keep in mind that they need to support their consumers during this difficult time. Consumers want to feel cared for by their favorite brands while being in self-isolation, so make sure your content shows your consumers you value them.
So, what does the future hold for marketers?
Marketers need to understand that they have to find ways to adjust to the current situation. No one can be sure how long it will be before there is a cure for the coronavirus. On the plus side, people have always been able to adjust to change, and your consumers will thank you for the new, high-quality content!
Another thing to consider is that, after the pandemic, consumers might not even want to go back to old ways of doing things. Online shopping is a lot easier and working remotely means people get to be more productive.
When consumers start requesting different ways of consuming advertisements, marketers will have to listen and adjust to the changes that are being requested. Marketers will have to start making use of new and innovative ways to reach their audiences.
In terms of traditional advertising, billboards soon might not be the way to go, because less people will spend time on the roads if they can work from home. Radio might not be the best way to spend advertising money because, if people are not in the car or at the office, they might prefer to listen to Spotify or Apple music rather — meaning marketers might want to get a head start on marketing on streaming services. What are some other changes you think COVID-19 will bring to the marketing industry? Let us know in the comments section below.
Now that you understand some of the vital points on how the coronavirus will impact the marketing industry, be sure to read 10 FAQs answered about the Fourth Industrial Revolution
and be prepared for 4IR. *Image courtesy of Pixabay