Being Remembered For the Right Reasons in Times Of Crisis

September 14, 20207min

The swift and dramatic impact of COVID-19 has created tough challenges for brands but keeping consumer relations on ice isn’t a viable solution.

As carefully laid strategies and plans continue to be derailed, brands must remember that the way they respond and interact with consumers today will affect perceptions and performance far into the future.

While the world waits to see the full impact of the pandemic on businesses, the next steps marketers take are what will separate the wheat from the chaff for brands. Being remembered for the right reasons is going to mean adopting the right set of smart and flexible tactics.

Here are four of the biggest factors they need to consider:

1. This is no time to put a stop on advertising

Even as the clouds are beginning to lift, there is still a temptation to hold off on advertising until the crisis has passed entirely. But with this approach comes a strong probability that brands will fall behind competitors.

Nielsen analysis has shown that brands typically reap almost half (47 percent) of the rewards their marketing efforts generate after one year. As a result, those cutting advertising now may face significant negative effects downstream. Alongside smaller market share, it’s likely their long absence will mean advertising messages are less impactful when they do hit the restart button, making it harder to capture attention and drive sales.

To maintain their position and place on the consumer radar, brands must resist the urge to stop all advertising spend. Instead, they should be seizing the opportunities current turbulence brings. For example, the decline in CPMs triggered by the outbreak offers a chance for brands to engage new audiences at a lower cost. The added advantage being that as well as amplifying their immediate reach across varied digital media, harnessing reduced CPMs will increase the likelihood of greater long-term returns.

2. Sudden change can create greater opportunities

The huge disruption to everyday life has fuelled massive changes in normal habits, especially media interaction. With many consumers homebound, consumption levels have soared for both online and offline media.

For brands this shift creates greater scope than ever to bolster exposure and build deeper consumer ties through meaningful advertising; particularly as a high proportion of consumers already plan to make their new behaviours permanent. But it’s also worth noting the potential to evolve standard practices.

By reassessing their usual media channels and spend allocation in line with changing viewing patterns, brands can uncover new opportunities to connect with target audiences. Put another way, they can break the cycle of ‘same as last year’ marketing and cover new ground; whether that’s moving into TV or leveraging premium video-on-demand platforms.

3. Navigating a crisis requires careful messaging

No matter what their sector, most brands have had to swiftly adjust marketing strategies and messaging in the face of COVID-19. Unsurprisingly, this has largely meant an uptick in activity based around the pandemic; according to Nielsen data, 90 percent of all Q1 ads referencing coronavirus occurred at the end of March, with the number of mentions growing particularly fast across the UK, Germany, Italy, and Spain.

But as brands continue to re-orientate, it will be crucial to do so with care. Consumers want the ads brands deliver to not only provide much-needed stability, but also authenticity and real empathy. Broadly, this involves creating ads to fit one of five central themes: assistance for frontline workers, charitable donations, championing public health advice, promoting the benefits of the business’ digital reinvention, and supporting consumer needs.

4. Every good campaign needs a firm data basis

Guiding decisions with precise insight has never been so critical, which makes analytics an essential investment. Nielsen’s own modelling data has shown analytics platforms more than pay their way in the long run; with the right mix of reliable data, sound methodology and activation, the returns platforms produce average at seven times their initial cost.

Accurate analysis of data is particularly important in today’s unpredictable climate, which has seen the value of agility soar. Opting for analytical tools capable of rapidly evaluating diverse new data is vital to drive rapid yet well-informed pivots, if needed. Better still, implementing platforms with the ability to use custom insights will enable brands to gain even more granular insight into what the next best move is to achieve their specific goals.

The future has been permanently changed by the pandemic, with many more changes are still to come. Advertisers that strive to continue building and implementing thoughtful and effective marketing plans will maintain awareness for the right reasons, placing them in a powerful position in the long term. By understanding the opportunities of the current situation and relying on a strong data foundation, brands can weather the storm and come out the other side stronger than they were before.

Lana Busignani

Lana Busignani

Lana Busignani is Executive VP of Global Analytics at Nielsen.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:

For Masterclass enquiries:
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


side effects of no sex herbal viagra review vaginal erection penis enhancement underwear treatment for ed how do you grow your dick ed remedies rub your dick get viagra prescription male enhancement at cvs cialis pills for sale huge dick head ways to help erectile dysfunction alpha primal xl side effects make your own viagra how big is a normal penis weight loss penis size increasing ejaculate volume does penis pumps work number one penis enlargement long flaccid dick what does impotence mean penile ligament gnc prolatis the average penis size biggest pumped cock monster x pills average weiner size libigrow free sample whats the biggest dick in the world raging lion supplement erection at beach the penis enlargement bible pdf free penis weed and viagra stendra 100mg reviews best medicine for all day chemist coupon penile implant side effects best jelqing routine huge erection pics viagra slogan penile cancer image rhino pills review why is the tip of my penis red how to avoid erection meaning of testosterone drug chemical name penis lengthening devices what cause low libido

brighton vape club g1 e cigarette mario carts uwell crosn mini mod vape best coffee vape az vape dry herb atomizer places that sell vape juice orion vape pod uwell coax connector g pro herbal vape smok 225w mag kit xvape v one vicks vapor rub wrap ejuice vapor coupon 15mil vapor barrier vapor car juul light meaning best ecig flavors best quality vape pen paypal vape juice candy vape crankberry vape juice looper vape juice infusing vape juice with weed how to fix vapor lock e cigarette market size smok cartridges e cigarette rochester ny heart shaped smoke rings electronic cigarette aerosol and e liquid one euro mango vape juice does vaping kill brain cells vandy vape phobia rda how long does e liquid last evod vape pen settings g priv 220 mod what coul smok vape how to use vaping moisture in lungs smok x cube 160 watt is smok a good brand voopoo mojo coil replacement vape terpenes rubberized case for voopoo drag mini amount of nicotine in a cigarette voopoo panda aio battery life mini maus tank ecig best nic salt devices voopoo reddit uwell valyrian coils myvaporstore

probiotics and weight loss fast weight loss tips testosterone for women weight loss wholesale jadera plus diet pills the best weight loss pill 20 pound weight loss before and after milk thistle weight loss gabourey sidibe 2016 weight loss weed and weight loss adele diet pills hypothyroid and weight loss gluten free and weight loss gnc protein powder for weight loss weight loss success stories men does banana help in weight loss albolene for weight loss best vibration machine for weight loss catherine tate weight loss copper iud weight loss super hd weight loss gnc evening primrose weight loss diet pills that have ephedrine in them vibrating weight loss machine is cranberry juice good for weight loss cytomel 5 mcg weight loss dr oz diet pills cambogia weight loss surgery success rate dr smith weight loss fetzima and weight loss walking loss weight b12 supplement weight loss stress weight loss pills books about weight loss journey inspirational quotes about weight loss weight loss and measurement tracker dr oz weight loss recipes fastest weight loss diet pills mens quick weight loss weight loss pills new plateau weight loss diet pills doctor recommended 30lb weight loss star slim diet pills superfoods to loss weight effective diets for quick weight loss kylie jenner diet pills best quick weight loss programs the most effective weight loss pill quick weight loss sugar land tx best diet pills on market

cbd north carolina psycho word meaning cbd american shaman reviews cannabis oil for brain cancer cbd oil fibromyalgia pain management treatment what is cbd flower best extraction method for cbd cbd antidepressant cbd oil benefits for cats adventure cbd cbd or thc for sleep cbd wallpaper cbd 350 vv instructions weed tolerance break cbd oil and lyrica most reputable cbd companies full spectrum cbd oil 1500 cbd pod where to buy cbd oil in chattanooga tn cbd oil effects on phenytoin cbd starter kits amazon customer service order does cbd show up in blood work ben 10 side effects ucmj cbd oil klonopin and weed how to take cbd oil for gout cbd oil dosing chart flower urban dictionary cbd pre rolled definition of a psycho hemp life drops what does caution stand for cancer cbd oil that taste like weed translate hemp to spanish does cbd oil help hot flashes is hemp a drug how to make full spectrum cbd oil limited evidence cbd oil legal in idaho what does pills and potions mean ackerman pens words that relate to is cbd oil legal in delaware teracel cbd oil inos inhibitors can you take benadryl and cbd oil together med shipping co