Lana BusignaniLana BusignaniSeptember 14, 2020


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.

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


710 vape e cigarette epidemic get my vape crown uwell coil compatibility mei vape nation vape stores near my location dripper ecig what is e juice made of e fire ecig vapor flask dna 40 tesla ecig error code ejuice strength freebase vape juice vapor cigarettes dangerous e cigarette subscription box ceramic heating element vape e cigarette vaporizer parts mercury arc rectifier young adult e cigarette use ncbi image uwell crown e cigarette nicotine lung disease uwell crown4 how to stop vaping completely tacos a vapor smok v8 stick watts what does vape juice contain complete vape sets fancier uwell smok novo keeps firing fruit frenzy vape juice vaporesso gt mesh coil review mesh coil vape smok cube 2 skins dragon vape juice pewter frame voopoo vmate 200w voopoo caliber case

cbd and sleep medical jane stock premium cbd oil mint nuleaf naturals cbd oil bestcann cbd oil cbd oil and melatonin organic cbd vape cbd oil penis cbd oil cartridge 1000mg pure stasis cbd reviews wise blood amazon cbd oil for essential tremor the difference between cbd and hemp oil cannazall cbd tincture indiana pharmacies that carry cbd oil cbd restless leg syndrome cbd content of hemp oil recovery cbd drug trafficking scientific cannabutter suver haze cbd flower fat snow wolf vape cbd ratings cbd oil and how it works hempworx 500mg cbd oil cbd oil for seizures in children cbd nightingale remedies hemp oil relief cream does cbd oil have a smell best dinner in sydney cbd cbd oil near 48178 does cbd show up in a urine test can i take tylenol pm with cbd oil gummies nicstick cbd oil humulus oil cbd cbd oil for sleep and anxiety old hardin rd in billings mt sells cbd oil states where cbd oil is legal 2018

best dog food for weight loss jennifer hudson before weight loss weight loss plans for teenagers grits weight loss herbal weight loss weight loss plans for vegetarians adele weight loss pill vibration machine weight loss weight loss measures diet pills that work over the counter best meat for weight loss sanavita weight loss pills are potatoes healthy for weight loss black dragon diet pills breathing for weight loss hgh for weight loss before and after drinking green tea for weight loss seroquel and weight loss sweat top for weight loss meizi weight loss pills st francis weight loss center weight loss and muscle gain pills weight loss seminars sota weight loss reviews low calorie foods for weight loss keto diet pills for sale weight loss industry revenue alcohol weight loss calculator walgreens weight loss supplements drink more water weight loss doctors to help with weight loss crystal for weight loss quick diet pills healthy weight loss plan quick workout for weight loss do zantrex 3 diet pills work

dangers of viagra penis scale vitality for ed male enhancement exercises youtube how to make my penis longer does the government pay for viagra increase erection phimosis cure glans enlargement before and after natural vitamins for ed supplement testosterone birth control libido testo max hd reviews secondary erectile dysfunction what is top sexually natures design male enhancement how to increase size of panis in hindi cbd for erectile dysfunction how to maintain erection teva sildenafil vs viagra yohimbe cvs order viagra online usa how to measure penile size normal dose of viagra forskin problem active ingredient in extenze gnc weight loss products that work chinese erectile dysfunction pills how long does dhea stay in your system penis grow man delay pills how to control your sexual desires male enhancement pills uk gnc hgh supplement stackt 360 male enhancement viagra age limit