The entire world is currently focused on a singular topic: COVID-19. This is not only an unprecedented time in terms of the epidemic we’re facing, it is also one of maybe a handful of times in history where every country is working to reverse the same global problem. Every person, every company, every government is worried about the same issues: how to keep their communities safe, and prevent their economies from crashing.
While this feels like the perfect time for companies to panic, it is also a time where brands can learn what they are made of. It will push every brand to realize what their top priorities are, how their customer communications are working, and how well they can adapt to change.
Many of those in marketing have turned to past outbreaks like SARS to find patterns and data that can help brands this time around. The general consensus is to think about this in terms of individual companies. We can see from what is happening now that not everyone is being affected the same. Each brand individually must think about how their relationship with customers is changing right now, and how the health of their company is being impacted.
In a recent webinar from Nielsen, predictions about consumer attitudes showed trends in everything from grocery spending to sustainability opinions. But the underlying fact of it all was that the data is available to understand your audience, and you need to utilize it.
Analytics can not only improve your understanding of the marketplace, it can help you be nimble. Tracking analytics can help companies see a change in perception from the start, and provide an opportunity to course-correct if needed.
Two of the largest things that’s been seen with COVID-19 is the spike in people consuming media and the amount of young people playing video games. Is there a way to use either of those discoveries for your brand? Can you find a way to connect with consumers in a way that makes sense?
Along with data about trends with your consumers, it’s also important to track data and utilize data based on your communications. Testing advertising messages can be a great way to track audience perception, eliminating some of the guesswork. Strategic tests and implementation also helps utilize budgets in the smartest way possible, allowing brands to reach the widest and most interested audience.
These are unprecedented times for sure, but also a time where we have so much data and information at our fingertips. Use what you have to proceed down this path with care and confidence. Find where you fit in all of this as a brand, adapt quickly and communicate clearly, and create short and long term plans based on the data you have now. But remember just like everything else going on, be ready to change plans and steer down a new path if necessary. Agility and strategy will be key.