Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Responding to Coronavirus: How marketers can leverage digital responsibly

194 views

Published on

The novel Coronavirus spread across the globe has led to significant business impact, leaving no business untouched. In terms of responsiveness, brands should take note of how consumer behaviour has changed. With people spending more time at home, brands – B2B or B2C - can leverage the digital medium, especially mobile, to connect with their customers. As data directs, brands should closely monitor media consumption habits and patterns to better allocate media spends and contextualise their messaging. However, advertisers should be sensitive to the situation when designing their digital brand messaging and advertising – by using the medium more responsibly. Join us as LinkedIn and InMobi explore how advertisers can leverage digital responsibly during these challenging times.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Responding to Coronavirus: How marketers can leverage digital responsibly

  1. 1. Responding to Coronavirus: How marketers can responsibly leverage Digital
  2. 2. About the Speaker Rajesh Pantina Head of Marketing, APAC
  3. 3. 1. The COVID-19 Impact in India 2. Life in a Metro: The Offline Shift 3. Peaking App Usage: The Online Movement 4. Navigating this New Reality Content
  4. 4. The COVID-19 Impact in India -300 -200 -100 0 100 200 300 400 500 600 700 800 30/01/2001/02/2003/02/2005/02/2007/02/2009/02/20 11/02/2013/02/2015/02/2017/02/2019/02/2021/02/2023/02/2025/02/2027/02/2029/02/2002/03/2004/03/2006/03/2008/03/2010/03/2012/03/2014/03/2016/03/2018/03/2020/03/2022/03/2024/03/2026/03/20 TotalNumberofreportedCOVID-19cases Rise of COVID-19 Cases in India Number of Total COVID-19 Cases in India Number of New Cases Linear (Number of Total COVID-19 Cases in India) Sources: Deccan Herald - https://www.deccanherald.com/national/coronavirus-live-updates-11-new-cases-in-maharashtra-3-in-punjab-indias-tally-climbs-to-274-799686.html#45, covidout.in - https://covidout.in/ India Today -https://www.indiatoday.in/india/story/coronavirus-in-india-tracking-country-s-first-50-covid-19-cases-what-numbers-tell-1654468-2020-03-12
  5. 5. Key Events in the Timeline of COVID-19 in India • First case reported in Kerala. • 30 cases reported. • Maharashtra CM asks people not to gather in large crowds. • Visa restrictions kick into effect. • People rush to buy masks and hand sanitizers. • Private and Government schools up to class 5th to be shut till March 31st • Paytmshuts down Gurgaon office for 2 weeks. • Maharashtra: BMC sets up 24*7 number for Corona virus related queries. • Number of COVID-19 cases cross 100,000 globally. • Karnataka on high alert. • Prime Minister announces Janata Curfew • Guidelines announced including mandatory work from home measures for all, those over the age of 60 and below 10 asked to stay home, essential services to continue • Prime Minister announces 21-day mandatory lock down January 30th March 24thMarch 5th March 11th March 7th March 19th • WHO declares Coronavirus crisis a pandemic. • India suspends all tourist visas fromMarch 13 – April 15 to prevent spread of Coronavirus.. • Union Home Ministry invoked clauses of Disaster Management Act, 2005 for containment of Coronavirus. March 29th • India records 1000 cases
  6. 6. Life in a Metro: The Offline Shift How has life in the top metropolitan cities changed in this period?
  7. 7. Major Indian airports witness gradual decline from March 1 1 2 3 News about exponential rise in reported cases in Italy and Iran trickles in by the first week of March. Companies issue advisory against international travel for their employees. Airports with international operations see significant drop starting first week of March. 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar Delhi Indira Gandhi International Airport 32% 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar Bengaluru Kempegowda International Airport 27% 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar Mumbai Chhatrapati Shivaji Maharaj Airport 16%
  8. 8. 14-Feb 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb 28-Feb 01-M ar 03-M ar 05-M ar 07-M ar 09-M ar 57% Restaurants Footfall trend in restaurants 1 Restaurants see a drastic dip as consumers avoid crowded spaces and take to ordering or cooking at home. 2 With the panic spreading across the world and rise in reported cases, Maharashtra and Karnataka governments take preventive measures to enforce social distancing. COVID-19 Response
  9. 9. Religious Visits (Maharashtra) 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 50% Footfall trend in religious spot across Maharashtra 1 COVID-19 Response Since 6th March, with major locations closing, the trend shows further decline in visitors. As gathering in crowds larger than 10 people are discouraged, visits see a dip. 2
  10. 10. Tech Parks 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 36% Footfall trend in tech parks 1 COVID-19 Response Post the initial news breakout of COVID- 19, tech parks see a steady decrease in the number of people working from their offices.
  11. 11. Peaking App Usage: The Online Movement How has content consumption changed in this period?
  12. 12. Flight tracking and booking app usage hits the roof Highlights 1 2 The growing panic leads to continuous monitoring of flight operations by concerned citizens. With a spike in number of reported cases in India, consumers take to cancelling or delaying their flight plans. 14-Feb 18-Feb 22-Feb 26-Feb 01-Mar 05-Mar 09-Mar 13-Mar In-appusage 400% Audience Intelligence Powered by
  13. 13. Arcade, Strategy and Trivia apps see growth in adoption 1 Post the initial news breakout on COVID- 19, there has been a gradual increase in the usage of Gaming apps. 2 COVID-19 breakout 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar Spike in traffic is primarily seen for Arcade, Strategy and trivia apps. Top Contributors In-appUsage 110% Highlights Audience Intelligence Powered by
  14. 14. Image and Video editor app usage peaks due to remote working 1 As social distancing becomes the norm, content creation grows through the roof with user engagement at unprecedented rates 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar Week of Valentine’s Day In-appUsage 60% Highlights Audience Intelligence Powered by
  15. 15. Books & Comic apps gain popularity as schools shut down 1 Usage of Books and Comics were constant until the first week of March, post which there is a steep increase in usage. 2 Online learning and reading becomes popular as schools around the country come to a close App Usage Trend Schools and Colleges shut down 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar In-appUsage 200% Highlights Audience Intelligence Powered by
  16. 16. Web browsing apps are the biggest source of information 1 Mobile becomes the go-to-device and destination for consumers seeking the latest news, information and updates. Mobile-first Searches 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 05-Feb 12-Feb 19-Feb 26-Feb 04-Mar 11-Mar In-appUsage 37% Highlights Audience Intelligence Powered by
  17. 17. Navigating this New Reality How can brands respond? Should they respond?
  18. 18. The Current State of the Industry: Confusion
  19. 19. Embrace purpose-led communications to help your consumers in their moment of need 1. Long-term Approach: Marketing and Advertising responsibly 2. Mental Brand Equity: Addressing core concerns in times of uncertainty 3. CSR/ PSA Initiatives: Driving awareness through information Purpose-led Brand Communication
  20. 20. Leveraging owned and earned media to stay connected Hi there, Social E-mail Video
  21. 21. Providing reassurance in times of uncertainty Source: Zomato Facebook Page Zomato introduces contactless delivery for Indian citizens Leverages owned, earned and paid media to reassure consumers
  22. 22. Providing reassurance in times of uncertainty
  23. 23. Engaging consumers on their preferred channel: Mobile Source: InMobi
  24. 24. Delivering impact through creative innovation Source: Netflix • Is this appropriate? • Is this going to upset people? • And, ,most importantly, is this going to address a core concern of the consumer?
  25. 25. Leveraging digital channels to spread the word Source: Netflix and Anheuser Busch Twitter Pages
  26. 26. Utilizing digital channels to promote CSR activities Source: Miller Lite
  27. 27. Indian Government: https://www.mohfw.gov.in/ Global Marketing/ Advertising Guidelines and Advisories UK Govt: https://www.asa.org.uk/news/coronavirus- covid-19-advertising-responsibly.html United Nations: https://docs.google.com/presentation/d/1uR9gq1nC_ZYlGHkyaU7b RivTJ0gmtaxqZ5_4BvzcGnM/edit#slide=id.p
  28. 28. • Pledging ad dollar credits for brands that continue to push CSR/ PSA advertisements during COVID-19 • Pledging ad dollars to advertise and promote information from WHO/ UNICEF in partnership with Amobee to fill ad spaces with PSAs • Helping regional governments spread the word by leveraging our mobile advertising platform • Partnering with government bodies for CSR activities wherever possible across Asia Pacific InMobi is partnering with brands across the globe to #FightCovid-19 For any further information, please reach out to us at: mobilemarketing@inmobi.com or fightcovid19@inmobi.com
  29. 29. InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. Powered by ● Mobile Intelligence ● Transparent ● Always On ● Integrated InMobi Marketing Cloud Understand & Identify Engage & Acquire

×