Three ways the COVID-19 pandemic has changed digital advertising strategies

Covid-19 has changed so much in the world in a very short period of time. It has completely transformed the way we interact with others, work, travel, and perform almost all daily activities. It should come as no surprise that it has also impacted marketing, yet many companies have done little or nothing to adapt their digital marketing strategies in response to the pandemic. 

According to a report by Advertiser Perceptions, a third of advertisers have completely canceled their campaign plans due to COVID-19-related disruptions. However, consumer spending is booming, and e-commerce sales are 30% higher than in 2019. Therefore, it's imperative to adapt digital marketing strategies to meet consumer expectations, rather than sticking to old plans or scrapping them altogether. Here are some ways digital advertising has changed in recent months and what marketers need to know to keep their strategies relevant.

1. The problem of truth in advertising

People have always been somewhat wary of marketing messages. It's no secret that many of the company's claims tend to be exaggerated. Truth in advertising is more important than ever these days. In the past few months alone, Facebook has had to remove more than seven million ad posts deemed "conspiracy marketing" related to information about Covid-19.

Digital marketers will be held to higher standards in the future, especially if their products are even remotely related to the pandemic. In May, Facebook placed restrictions on advertisers promoting products like disinfectant cleaners. This specific ban was lifted in August, but many online advertising spaces continue to remove misleading information that could be harmful to people's health or well-being.

Even if your company isn't promoting anything related to the pandemic, you need to be aware of the changes it's bringing to your marketing messages. Misinformation can spread like wildfire, and we're now seeing just how dangerous it can be.

Building trust with your audience is a key element of any digital marketing strategy. Your ads should focus on promoting accuracy. Be aware of your company's reputation and back up any claims or data used in your ads.

2. Possible reduction in local advertising space

Unfortunately, many small advertising outlets were hit hard (before and during) the pandemic. One important thing emerging from all of this is a stronger sense of community and a focus on local news and information. People are relying more heavily on local news than ever before. Media consumption has increased this year, and many are now preferring local sources to national ones. According to Pew Research, 23% of people are now paying more attention to state and local news outlets, and 61% are more interested in news sources than before. This presents an opportunity (especially for SMBs with limited budgets) to support small businesses and become hyper-local.
People are now turning to local news sources for information on events happening in their communities. This creates a golden opportunity for brands to connect with customers in their area while also supporting local advertisers and outlets. This is the perfect time to focus on localized content marketing through traditional and digital advertising. Utilize smaller channels that focus on targeted markets and increase your focus on local industries in which to advertise.

3. Adapting to the new normal

Advertisers must adapt their messaging to the new way the system operates (and how it will operate in the future). This means taking into account new trends and habits, such as social distancing, the importance of safety and cleanliness, or convenience by limiting travel and exposure. The most active brands are changing their messaging in response to the current pandemic. For example, food delivery services are now promoting "contactless" options, and airlines are creating ads showcasing new protocols to ensure traveler safety. It's still important that digital marketing messages remain relevant and aligned with customer interests and concerns. This requires greater creativity, but it's essential to focus on the ways the brand makes things easier, better, or safer for the masses.

In conclusion, to achieve better conversions, you need to constantly stay on top of new trends. Digital marketing is fast-paced, and things are and have been changing even more rapidly during the pandemic. Digital marketing strategies must keep pace to ensure customers remain engaged and your business continues to grow. So, you need to ask yourself: what changes do I plan to make to my marketing plan, what else has changed with your strategies this year?

Source: Marketingtechnews