Advertising During COVID: A Detailed Analysis

SAGAR SRIVASTAV | June 2, 2021

article image
Before the pandemic, the business sector of near about all industries were heightening rapidly and planning for new opportunities. Whether it was private or government, small businesses or large enterprises, each sector was trying to enhance in every aspect. The Covid-19 outbreak changed the way businesses approach towards potential customers as well as marketing strategies. Indeed, even as the world starts to re-open all the more forever, it is evident that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement.

SURVEY REPORTS FOR ADVERTISING AGENCIES DURING PANDEMIC

  • The global advertising agencies market confronted at decline from $346.9 billion in 2019 to $346.5 billion in 2020 at a compound annual growth rate (CAGR) of-0.12%. The decay is chiefly because of the COVID-19 flare-up that has led to prohibitive regulation measures including social distancing, remote working, and the discontinuance of businesses and other commercial exercises bringing about operational difficulties.
  • The whole production network has been disturbed, affecting the market contrarily. The market is then expected to recuperate and reach $418.3 billion in 2023 at a CAGR of 6.48%.
  • In March 2020 the review of U.S. advertisers and advertisement offices tracked down that 89% of respondents had put forth changes to their promotional efforts because of the COVID-19 upsurge. Among the most intense changes made was, dropping a campaign totally as per 34% of reacting industry experts. At the point when the inquiry was rehashed in April, the percentages had increased to 44.
  • Near about all regions worldwide experienced a reduction in media financial plans in 2020, for instance by 46% in the LATAM region. However, the pandemic particularly showed its impact in 2020, with the average allocated money being cut radically.
  • As per study information, in the first half of the year 2020, 29% said they investigated new channels for new organizations and another 29% offered new administrations to customers, while 17% even wandered into new enterprises.
  • Decrease in ad spends worldwide in 2022 compared to previous predictions due to coronavirus will be 17.72 billion USD.
  • According to a survey of 400 media buyers and brands, 74% believe the COVID-19 pandemic has a greater impact on their advertising spends than the 2008 financial crisis.


ADVERTISING CHALLENGES DURING COVID

  • Cyber security issues
  • Financial difficulties
  • Consumer behavior changes
  • Lack of team support
  • Adoption of new technology
  • Elusive audience
  • Unable to maintain client relationship
  • Decreased creativity & productivity

HOW COVID-19 HAS CHANGED THE PLANNING AND THE STRATEGIES OF ADVERTISING AGENCIES

The advertising industry experts have changed their approach in terms of strategies, investments, and campaigns to reach potential consumers. They initiated very influential steps to attract their target audience.

Artificial intelligence in advertising during COVID

The expansion of Artificial Intelligence (AI) in advertising during COVID is acquiring fame in the advertising organizations market. Significant players working in the business are constantly centered on introducing innovations and technologies to better fulfill the requirements of customers. For example, as of May 2019, as per a review, 47% of publicists are right now utilizing Artificial intelligence for audience targeting.

Indoor approach

Before the pandemic, the Experts noticed that more than 8000 advertisements are presented to the Americans in a day. Presently, with everybody constrained inside, customers can just see ads in their homes. This is a unique opportunity for the advertisement industry to expand its presence on social media during COVID-19 like; Facebook, Instagram, Twitter, Pinterest as well as television. 58.11% of the total population is dynamic via web-based media when taking a look at qualified crowds matured 13+ years, ascending to 82% in North America.

Safety is utmost important

We all are aware that the pandemic has shocked everyone and made people skeptical towards everything. In this particular situation, it is essentially important to keep safety on priority and serve the customers on precautionary measures. Make them feel that your big concern is to make their life easier by providing quality products or services following safety.

E-commerce is ubiquitous

The COVID-19 pandemic has sped up e-commerce growth worldwide. Reacting to this pattern is the main concern for 2021 with brands presenting plans to reevaluate conveyance and exploring different avenues regarding new models. Some are analyzing direct-to-consumer option, searching for approaches to make it simpler for customers to repurchase. This adaption will have a very optimistic impact on brand strategy and media investment.

QUICK ADVERTISING TIPS DURING COVID

  • Being relevant to consumers’ needs assure them that they are not being ignored in the time of pandemic and feel that they come in your priority.
  • Turn your business online to remain associated with your consumers. This will definitely help you to reach potential customers and valuable opportunities.
  • Strengthen your relationship with your customers by communicating, exchanging life stories of caution and triumph. This shows that the company thinks beyond business and care about their customers.
  • Design & execute a low budget strategic model using minimal tools, and people in advertising during COVID.
  • Undoubtedly, safety is an important issue but when it comes to low prices, offers, people get attracted. Therefore, make sure to wow them always with your new offering plans.
  • The realm you have constructed is a direct result of your team efforts. In this way, get associated with your team and give them compassion, and plan for future advances.
  • We are living in uncertainty thus don’t put all your efforts and investments into the present campaign of advertising during COVID. There is no guarantee of the end of the worst. Be optimistic but don’t ignore the negative.

At this point, it is difficult to predict what long haul impacts the pandemic will have on the marketing and advertising industry, or for sure practically every industry. So far estimates for worldwide advertisement spending in 2020 had to be revised from initially 712 billion U.S. dollars to approximately 691 billion U.S. dollars. Nevertheless, primary predictions assert that the advertising spending will come out with flying colors in 2021, once the COVID has lost its impact and the businesses become normal.

FREQUENTLY ASKED QUESTIONS

Q. What are the types of advertising?

There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising.

Q. Is the advertising industry dying in pandemic?

Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal.

Q. What is the most effective online advertising?

Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID.

Q. Are ads really effective in COVID-19 pandemic?

Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally.  The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025.

Spotlight

Rise Interactive

Rise Interactive is a digital marketing agency specializing in digital media and advanced analytics. The agency is a strategic partner helping marketing leaders allocate budgets most efficiently and create more relevant experiences for their customers. An award-winning agency, Rise has been recognized as a leader in the digital marketing space and has received industry recognition for explosive growth, excellence in digital marketing, and company culture.

OTHER ARTICLES

Neuromarketing and Its Significance in B2B

Article | August 16, 2021

The biggest challenge in B2B marketing is to understand the consumer’s preferences and perform accordingly. Marketers found that the consumer’s mind changes arbitrarily towards making decisions. Neuromarketing has become a boon for marketers. It is a part of marketing that assists in understanding consumer’s brain responses with the help of specialized medical equipment while making decisions in purchasing.According to Mordor Intelligence, the neuromarketing market value was USD 1,158.37 million globally in 2020, and it is expected to be USD 1896.1million by 2026. Emotions, thoughts, actions, consciousness and insights are the essential components of the human brain that play a crucial role while making decisions. What is Neuromarketing? Neuromarketing is a strategical approach to understanding the human brain and behavior towards advertising. It is possible by studying sentiments with the help of medical equipment. North America has become one of the most prominent countries utilizing neuromarketing to comprehend aspects of customer satisfaction. They also utilized it to perform customer behavior investigations and modernize technology. How Does Neuromarketing Work? Neuromarketing is an expensive strategy that requires advanced technology to execute in a result-driven manner. So let’s dive deep into the digital transformation of neuro marketers' strategies to perceive consumers’ sensorimotor, cognitive, and affective responses. Functional magnetic resonance imaging(FMRI) FMRI calculates brain functions. It identifies blood flow in the brain connected with increased neural activity. Thus, it helps to discover consumers’ emotional and behavioral responses. FMRI is highly effective in finding out consumers’ engagement with the respective brand. Thought, speech, sensation, and movement can easily be examined through FMRI. Electro-encephalogram (EEG) EEG is a non-invasive electrophysiological method where EEG electrodes are put down all over the head to identify electrical activities of the brain. EEG can’t examine a single neuron; it requires neuron networks to experience more brain activity. Facial Action Coding System Facial action coding analyzes human instant action and emotions such as anger, happiness, sadness, etc. Neurologists believe that examining different facial muscles assists in understanding consumers’ behavioral activity. Biometrics Research Biometric is an enormously powerful and instructive research medium to examine skin conductance, eye tracking, etc. It helps to understand what grabs consumers’ attention, confuses them, and recalls them. Biometric research allows marketers to improve their designing process, ads, packaging, branding, etc. Benefits and Challenges of Neuromarketing Neuromarketing provides a new view to marketers. It allows marketers to be more attentive to their brand image, such as logo, branding, designing, etc. In addition, it helps marketers to approach the audience with the emotional and desired content that can easily capture their attention and convert them into long-term customers. With the help of neuromarketing, brands understand the decision-making process of consumers and act accordingly. Undoubtedly, there are innumerable advantages of implementing a neuromarketing strategy, but there are some challenges. One of the biggest challenges is having top-notch quality medical equipment. Without having specialized medical equipment, it isn't easy to get reliable data. In addition, marketers are also facing a scarcity of veteran neurologists. Valuable Statistics around the Neuromarketing The US market research industry is one of the most prominent industries. According to the Mordor Intelligence survey, the industry produced approximately USD 47 billion in revenue. Behaviors analysis,consumer gratification, and media audience measurement were the essential components of projects. As per the report of 360 market updates, the neuromarketing technology market size is forecasted to reach US$ 63 million by 2027, from US$ 31 million in 2020. The same report also says that neuromarketing technology is evolving and researching different parameters to know more about brain response. Walker did a study;86% of buyers will pay more for a better customer experience. It shows that the marketing strategy needs to be created so that consumers take it positively. If the company’s customer service is exceptional and provides personal attention to the customers, approximately 78% of customers will remain with the company after a mistake found by Salesforce Research. According to the report of Microsoft, about 90% of Americans believe that customer service is an essential part of deciding whether or not to do business with a company. These statistics indicate that the different industries are entirely focusing on enhancing customer experience in every aspect. Naturally, therefore, they are investing in neuromarketing. Final Thoughts The demand for neuromarketing is exponentially increasing, and different industries,such as BFSI (Banking, Financial Services, and Insurance), retail, scientific institutions, digital solutions, etc., are paying attention to it. As a result, it has created various opportunities for marketers to discover more and more about marketing tactics. Eminent businesses that adapted neuromarketing consider it the most effective, significant, and result-driven advertising strategy to enhance customer experience by understanding their expectations, behavior, and decision-making. These factors help brands to understand consumers in a better way and build robust connections with them. Frequently Asked Questions Which are the industries investing in neuromarketing? Education, retail, pharma, science and technology, etc., are the industries capitalizing on neuromarketing. Other industries are also leaning towards neuromarketing. What are the significant advantages of neuromarketing? Neuromarketing assists in understanding the customers’ requirements and perform accordingly. It also helps to drive positive ROI. What are the essential neuromarketing tools and techniques? Functional magnetic resonance imaging, Electro-encephalogram, and Biometrics are the essential neuromarketing technique that helps neurologists to understand consumers’ behavioral activity. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Which are the industries investing in neuromarketing?", "acceptedAnswer": { "@type": "Answer", "text": "Education, retail, pharma, science and technology, etc., are the industries capitalizing on neuromarketing.Other industries are also leaning towards neuromarketing." } },{ "@type": "Question", "name": "What are the significant advantages of neuromarketing?", "acceptedAnswer": { "@type": "Answer", "text": "Neuromarketing assists in understanding the customers’ requirements and perform accordingly. It also helps to drive positive ROI." } },{ "@type": "Question", "name": "What are the essential neuromarketing tools and techniques?", "acceptedAnswer": { "@type": "Answer", "text": "Functional magnetic resonance imaging, Electro-encephalogram, and Biometrics are the essential neuromarketing technique that helps neurologists to understand consumers’ behavioral activity." } }] }

Read More

Best Practices for Running a Virtual Sales Meeting

Article | August 16, 2021

Video conferencing has become the new normal in the midst of COVID-19. And seeing as how virtual sales meetings were already a trend before the pandemic, it stands to reason that digital meet-ups will likely be the standard for sales interactions in the future. A virtual sales meeting is a carefully orchestrated experience, and running a meeting from a laptop in your dining room might feel like an unnerving lack of control. While there are indeed many differences between in-person and virtual settings, a sales meeting held online can still engage prospects, nurture leads, drive deals and maintain relationships. It’s important to understand the best practices for running a successful sales meeting. That way, you can more easily train and coach sales reps on how to thrive in the virtual environment, which will be a key skill moving forward.

Read More
CONTENT MARKETING

7 Ways to Create a Strong Brand

Article | August 16, 2021

A lot of our clients want to create a “strong brand” – a very vague term that gets tossed around a lot. What is a brand anyway? I like Seth Godin’s definition: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. I also like my definition: Your company’s brand is what people say about it when you’re not there. If a majority of your company’s clients come from word of mouth, I guarantee you have a strong brand. So, what does it take to create a strong brand? Time (and effort) You cannot create a strong brand overnight – even if you’re a Kardashian. It takes time and effort to build awareness and a reputation. When I first launched my company, I networked constantly. I met some of my best clients that way, but my god, I had to endure a lot of ridiculousness. I was once cornered by two government contractors who decided to play “define that acronym” – their idea of a fun game. I went to countless one-on-one meetings at Starbucks that turned into sales pitches and sat in rush hour traffic (there’s a reason I work from home). After a couple of years, the word-of-mouth referrals started rolling in. And I stopped going to networking events. An interesting personality As the business owner, you are the face – and personality – of the brand. This is not the time to be timid. Own who you are and let your freak flag fly. People will remember you – and that’s a critical element of a strong brand. Worried you’ll scare people away? Don’t be. If people like you, they will work with you. If they don’t, you don’t want to work with them anyway. People remember me because I tell it like it is while making them laugh at the same time. What do people remember you for? (Go ahead and ask your favorite people if you don’t know.) A community (preferably in person) In our digital world, it is hard to build a community – but it is doable. The trick? Make it easy for people to participate. Ask them questions and allow them to share their ideas. If you use Facebook for marketing, host Facebook Live chats or create a Facebook Group. But my favorite way to create community? Host regular meetups with hand-selected people once it’s safely to meet in person again. There is NO substitute for interacting face to face. (Yes, I know I just finished telling you how much I hate networking. This is different, as it’s much more selective; you more or less control who’s there. Invite the people you like and ask them to invite the people they like.) A phenomenal experience A great experience doesn’t mean showering your clients (or customers) with confetti and handing out free Champagne. It means making every interaction with you, your team and your products/services a delight. It means people love you so much that they will talk about you every chance they get. It also means you … Do what you say you’re going to do How many times have you been disappointed by a company’s product/service or your interaction with them? From useless customer service reps, to dirty bathrooms, to products that don’t work as advertised, we tend to have really low expectations. When you keep promises, you will stand out as a hero. All you have to do is keep communication open, stick to the budget, meet deadlines and actually deliver what say you will. Stick to your message When people ask, “So, what does your company do?”, how do you respond? Do you have the same answer every time? Is it clear and concise? Sticking to one message – generally, your value proposition – makes it easy for people to talk about you. Repeat it enough, and they’ll learn your message and be able to recite it. Maybe not word-for-word, but close to it. Be consistent Consistency is so important for a strong brand: consistent quality, consistent experiences, consistent customer service, consistent marketing. Consistency means you are dependable and trustworthy. It means people are confident you will do what you say you will. Imagine getting an email from a new-to-you-brand. You like what you see in the email, so you click over to their website – and you have no idea where you are. The look and feel are completely different. You start doubting this company. Are they also inconsistent in the quality of their work? Do they even know what they’re doing? If you are inconsistent, you will sow doubt in the minds of your potential customers and tarnish your reputation. Don’t take the chance! Here’s some homework for you: Think about your favorite brands. What do you like most about them? How can your brand emulate them? Creating a strong brand is work – but the payoff is worth it.

Read More

5 SEO Mistakes Companies Make: What to Know Before Leslie To’s Engage Session

Article | August 16, 2021

On August 7th, Leslie To is sitting down with the folks at SEMpdx as part of their Engage VIRTUAL Conference to discuss the worst SEO mistakes that brands are still making in 2020. Leslie has over a decade of experience in SEO and is a regular on the SEO speaking circuit. SEMpdx is a non-profit organization that focuses on supporting the digital marketing community. She shares information on how these mistakes are inhibiting growth and provides insight on how to make proactive changes to your SEO strategy.

Read More

Spotlight

Rise Interactive

Rise Interactive is a digital marketing agency specializing in digital media and advanced analytics. The agency is a strategic partner helping marketing leaders allocate budgets most efficiently and create more relevant experiences for their customers. An award-winning agency, Rise has been recognized as a leader in the digital marketing space and has received industry recognition for explosive growth, excellence in digital marketing, and company culture.

Events