The past couple of years were rough, but also exciting in so many ways. All the changes we’ve been through generated a series of reactions and pushed many industries ahead. And the one of advertising, communication and digital marketing had the most to gain.
The past couple of years were rough, but also exciting in so many ways. All the changes we’ve been through generated a series of reactions and pushed many industries ahead. And the one of advertising, communication and digital marketing had the most to gain.
Take crisis communication, for instance. Businesses all around the world either did it for the first time or disappeared. The switch to all-digital was a challenge for so many companies. And the list goes on. But despite the context that generated this, evolution cannot be ignored, nor can the exquisite, creative, innovative and technology based strategies business owners chose to fight against COVID-19 crisis. Here’s some of the ones you should really rely on for boosting your business’ image:
Commercials and advertisements
Not the way they used to be. Not necessarily in the well-known places you were expecting to see them. But still there, still efficient. Today’s commercials and advertisements may not have the same old Campbell’s Soup approach and focus more on emotions instead. They may not appear so much in magazines and newspapers. Instead, business owners are more and more open to new ways to promote their products and services and use technology to their advantage – that’s why you’ll find out that cryptocurrency friendly billboards are now a thing. “Overcome and adapt” was the crisis communication specialists’ advice for business owners – and so they did.
Media and advertising supports and services
In the 2000s we still had the written media. Now, not so much. There are still some magazines and newspapers some businesses rely their strategy upon, but those are usually niched and exclusive, such as Financial Times. Digital is the new age. We still have billboards, but they are, as well, different from what we knew before – not only digital, but now you can easily access services such as DOOH (digital out of home), as TPS Engage provides. The services and supports evolved – and so you have to, in order to keep up with your audience.
Social media
Viral content is still a thing, but it’s hard to get it right. So we can observe more and more businesses are now switching to an educational role and embracing the responsibility of being there for their audience. Practical advice, how to’s, tutorials and FAQs are the most common ways a commerce can use this recipe in their favor, as “good morning” posts are no longer an option for our days.
Ads automation
Programmatic Display Ads, even though available for about 15 years already, have won more and more ground in the past couple of years. Businesses still split this ground with performance marketing – and that’s ok! – but they can now rely more on automation. We haven’t reached the point where machines (or software, in this particular case) can effectively replace all humans, but we’re going forward and getting closer and closer to it.
Crisis brings change. And opportunities. So happened with the COVID-19 crisis, even in areas where the first moves were defensive, such as advertising and marketing. But what this situation did for both domains is quite fantastic and business owners should take advantage of all these marvellous new features.
@TechmashUK @Biz_Nooz #Biz_Nooz #TechmashUK
