As a digital marketer, it’s always important to take into consideration the social, political and economic climate of the current times. Over the past few weeks, it has become clear to all industries that the covid-19 pandemic is a serious matter that should be thoughtfully addressed. Media and marketing play large roles in society and public opinion, and our team at Coegi is dedicated to helping you navigate your campaigns during these unusual times.
Having the right messaging has always been crucial for resonating with audiences in the B2C space. It is particularly important to make sure that ad messaging is sensitive to the current state of global affairs for all industries, particularly those relating to health facilities, healthcare, pharmaceuticals and education. More information on healthcare marketing during this time can be found here.
Tourism, Dining & Entertainment Advertising
If you are advertising visiting another state or country, it’s important to think through the logistics of the travel that is required. A Level 3 travel advisory was issued for the US on March 15 urging citizens to reconsider travel plans. While almost all forms of travel will experience a decline, this presents a different opportunity for marketers to re-evaluate campaign goals and focus on evergreen campaigns.
While advertising traveling at this time is not recommended, citizens are going to be eager to travel once the quarantine limitations have been lifted. Give consumers a preview of the opportunities to come and give them home for what lies ahead. The current state of affairs is not going to be permanent and once things start returning to normal, people will be eager to leave their homes and see the world again.
Retail & Service Industry
Most states have imposed new rules limiting the number of people that can be together in group settings, with some limitations being as low as 10. Whether or not a national quarantine is issued, it’s strongly recommended to shift campaign goals for the time being to nurture leads rather than focusing on getting people into physical locations.
A number of businesses are also temporarily shutting down or only offering take-out services in an effort to help flatten the curve and limit covoid-19 exposures. While the businesses that are affected vary from state to state, most businesses relating to the service industry have been affected such as restaurants, bars, theatres, music venues and wineries (in addition to schools and other professional entities). A list of the states that have paused dine-in services at this time can be found here.
It should come as no surprise that campaigns with niche geography targets should also be re-evaluated during this time. This particularly applies to geofencing, digital out-of-home and event marketing campaigns in light of nationwide event cancellations, business closings and limitations to group gatherings. To maintain awareness and encourage lead nurturing, dollars should be reallocated to other channels and locations that will still get across to your target audience.
Things to Consider During This Time
- Whether you are able to maintain your marketing campaigns as originally planned or are currently re-evaluating tactics, now is as good of a time as ever for businesses of every size and vertical to get closer to their data and review 2020 performance thus far.
- With some advertisers temporarily pulling out of the market, this also presents an opportunity to experiment with new tactics with smaller budgets to test your messaging and targeting.
- If a pixel strategy is something your team has not been able to put in place yet or has been meaning to update or optimize, this is a great time to do that before impressions and spend pick up again.
If you have any questions about how your campaigns could be impacted, please contact us at [email protected] and we will be happy to help.
Author: Ashlee Czapla, Marketing Manager