COVID-19 is shifting consumers behavior. How these new trends will redefine the advertising industry?
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As marketers, we put enormous effort in order to navigate correctly brands in times of Crisis like COVID-19. But first, we need to understand how consumers react. What media are they consuming? Questions that need to be answered before we make a plan. [References] Nielsen: https://tcrn.ch/2x6bixh [References] AdWorld: https://bit.ly/34fOhnV [References] NY Times: https://nyti.ms/2JGZsfL [References] ΑΠΘ: https://bit.ly/3e1G0Ir [References] Skroutz: https://bit.ly/2wXRM6h [References] BCG: https://on.bcg.com/2RfeLk0 [References] AdWeek: https://bit.ly/2JKMX2R [References] Ierax Analytix: shorturl.at/mrVXZ
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COVID-19 is shifting consumers behavior. How these new trends will redefine the advertising industry?
- 2. Hey there I’m a marketer by choice <3
- 3. COVID-19 formed a new reality to all of us
- 6. MEDIA consumption is starting to climb in the most impacted markets
- 7. Source 1: TechCrunsh Source 2: AdWorld mediaconsumptionworldwide +25h/per week (+3 hours) 7.1h /per week in China (+1 hour) +13% growth of print in Ireland
- 8. Source 1: TechCrunsh Source 2: AdWorld Source 3: ΝΥΤ mediaconsumptionworldwide +57%app installs in Italy +66%use in Italy (+53% growth of streaming globally) +50% US traffic growth websites (related to COVID-19)
- 9. Source: amna.gr greekmediaduringCOVID-19 7/10didn’t shift their beliefs regarding to media during COVID-19 8/10seek scientific information about COVID-19 41% changed their media consumption seeking more accurate information
- 10. Source: amna.gr greekmediaconsumption 40% does not consume print media at all (magazines, newspapers) 30%does not consume radio at all 9/10 use internet sources for their daily briefing
- 12. Source: skroutz.gr, 2020 greekecommercelandscape 41% sales growth generated from Skroutz (a Greek price comparison and marketplace website) +70,4% Hobby-Sports +54,3% Health and Beauty +43,7% Technology +35.6% Home -35,4% Fashion -8,6% Auto-Mot
- 14. 1. 2. 3. 4.how to protect myself? do you trust the brand? how well will u respond? consumer & brand HAND LING #CRISIS
- 15. want the brands to serve as educators and offer vital info Source: adweek.com, 2020
- 16. want to know how a brand manages the COVID-19 crisis Source: adweek.com, 2020
- 17. state that the crisis handling on the brand’s side will impact the likelihood of buying Source: adweek.com, 2020
- 18. believe that a brand should place people over profit Source: adweek.com, 2020
- 19. NOW
- 20. great changes coming both on the ecommerce and the distribution side Source: ierax analytix, 2020
- 21. monthly spend on super markets. 50€ on average per visit Source: aueb.gr, 2019 *
- 22. Source: ierax analytix, 2020 expectation of shifting the consumption on familiar and perceived as healthy products
- 23. Source: ierax analytix, 2020 “loyalists” will take the safe round. Strong customer bases will keep brands alive
- 24. Source: ierax analytix, 2020 CSR will not pay off right now but in the future
- 25. WHAT YOU DO IS WHO YOU ARE
- 26. thank you!