We are here to help re: COVID-19
In light of the COVID-19 pandemic, the Viewpoint Digital Media Team and I would like to share what we are doing to help both our clients and team to navigate these unique times safely and calmly.
Please be assured that we have taken every possible precaution to handle these challenging events. While we don’t know if we’ll be working from our office or working from our homes in coming weeks, we have invested heavily in the latest technology in recent years, and this means we can keep assisting you with your business marketing and online reach no matter what may happen.
We are dedicated to helping our clients and have extended our working hours so that we can offer additional support during this period. In other words, it’s business as usual but with less physical meetings and handshakes.
As you may be aware, physical events such as business conferences, sporting events, and concerts have been cancelled and global markets are in free fall.
Some brands have already adjusted their working situation and marketing strategies and have since seen an increase in sales. Brands that are traditionally offline, we encourage you to innovate new online products in an effort to adapt to this new way of living whether it be short term or long term. Online shopping sprees are real!
Even during a time that feels like a downward spiral – there can be an opportunity to be seized.
FEELING THE EFFECTS
The most important factor of the pandemic is obviously the health of the population, but there are far more people affected than those who are unwell.
Businesses are feeling the effects of the virus and companies are announcing cutbacks one after another.
Currently, we are seeing digital media being consumed at a higher rate due to the online lifestyle of the post-COVID-19 consumer. Digital ads on Google and on various social media platforms and online video channels will continue to increase in the short-term media plan. We are seeing how spend is decreasing in certain industries such as the travel sector, retail, or events, however, many on-demand online services will likely increase advertising spend – especially in online channels. Services such as online food delivery services, streaming or online news outlets are benefiting from the higher online presence and will want to take a larger market share in a larger market and increase spend.
It is important to stay focused on the long-term and not shy away from new growth opportunities. Branding is best-worked long-term, cutting budget spend too much when not necessary could negatively impact the brand when the pandemic is over. We urge each client to please not forget this in the midst of a crisis – there could be an opportunity.
Or as Homer Simpson says a “crisitunity”.
Be ready for the recovery – prepare now for campaigns to reflect the optimism, for popped-up and expanded physical availability to capture resurgence of demand, and ready your promotions and incentives to capture a share of sales when they recover. But above all understand that weathering and not just surviving, but thriving, through change is what we all do now. That’s all our new normal and has been for a little while.
“This is a new time for everyone, not to mention the consumers”
TIME TO ADAPT
Since many people are working from home and staying indoors more now than just recently, we will see a new type of online behaviour.
Consumers will be online at times which we may not have seen before. Online activity and shopping could shift to mid-day when activity in normal circumstances is low.
The online activity could also be higher since there is a constant stream of breaking news. We are already seeing large telcos anticipate increased web traffic by providing additional data to customers for an increased 20GB data allowance over the next month.
Digital media will be cheaper as marketing budgets in certain industries are cut if there is a possibility, capitalising on this will have clear positive effects on share-of-voice.
With many affected companies decreasing their marketing budgets, we will most likely see a sharp drop in CPC (cost per click) prices due to a decline in competition. This is an ideal opportunity for some clients to acquire new customers at a lower cost than previously. Consumers spend more time reading or watching the news than ever before. We now have the opportunity to capture more eye-balls by advertising on these popular websites, at a lower cost than the pre-COVID-19 period.
“Adapt to your new audience”
For a brand, being online has never been as important as today. Try to treat your daily work like business as usual, but keep it digital, even if you have an offline business, you can still offer online services. Please reach out to explore these further.
In terms of Google Ads, we are re-analysing and locating your target audience and how their lifestyle has changed and mapping out how we should be targeting them.
We strongly advise not to stop your social media marketing. It is important to not only promote your brand but to also keep the community across what is happening in your business along with considering your target audience’s emotional context, what do they want to hear and how should we be communicating with them.
Do not underestimate how the COVID-19 has changed your customers and how it has affected their demands. There is no doubt that the COVID-19 has left its mark in history – the question is rather how much things will change?
We have now seen the effects on different industries and marketing efforts. More digital solutions need to be considered for all industries. Webinars, digital entertainment and virtual doctor visits, online fitness classes are examples of solutions to come when physical contact is restricted.
Even during a time that may feel like a downward spiral – there can be an opportunity to be seized and positive changes to be made.
Wishing you all good health and a swift end to this crisis.
Dominique, Greg and the VDM team