COVID ad research Archives

October 15, 2020

Learning from the pandemic: 5 direct marketing survival facts

While the term “new normal” has become a cliché, it’s an apt description for the pandemic’s impact on daily life. We are resilient creatures and we’ve quickly adapted to living with COVID-19 in ways that will forever change the way we think and act. Looking ahead, marketers need to recognize that much of the new normal is here to stay. Consider how these 5 facts and trends may affect your marketing plans: 1) The value of E-commerce cannot be overstated. This comes as no surprise but it’s important to note that the lockdown has forced traditional brick-and-mortar retail shoppers to become more comfortable with online shopping. At the height of the lockdown, there was a 66% spike in global daily e-commerce sales. If you sell directly to the consumer via your website, now is a critical moment to ensure that your shopping experience is optimized. 2) Technology’s role in customer relationships is...

May 4, 2020

in Marketing

by Patricia Uhrich

Research update: Advertising best practices during COVID-19

Since our last post, we’ve digested a new report from Phoenix Marketing International who are closely monitoring the pandemic’s impact on advertising and viewer engagement. Unlike the daily knee-jerk moves of the stock market, the world of marketing has been more predictable and steady. That’s good news for those of us in charge of messaging and media. Looking for sense of normality? This chart which broadly compares the effectiveness of today’s COIVD and Non-COVID advertising to pre-COVID levels is quite satisfying...

April 15, 2020

in Marketing

by Patricia Uhrich

Research on advertising during COVID-19 reveals new best practices

Deciding if and how your advertising should address the global pandemic is unnerving. We’ve entered new territory without a map or even a guide star. Fortunately, researchers are beginning to provide recommendations that will prove invaluable on the journey ahead. Last week, Phoenix Marketing International released a report on advertising during the COVID-19 crisis. Their propriety metrics show that little has changed in terms of advertising’s ability to break through and communicate the brand. Ad memorability (next-day recall of the ad), brand linkage (ability to identify the advertised brand), and brand memorability (ability to recall ad content and brand) are holding steady. That said, the report warns that our increasing consumption of broadcasts could dilute our attention and therefore all of the above metrics. The burning question: How do consumers feel about advertising during COVID-19? According to the report, 40% of consumers agree that it is important for brands to continue advertising...

COVID ad research Tag

Learning from the pandemic: 5 direct marketing survival facts

Research update: Advertising best practices during COVID-19

Research on advertising during COVID-19 reveals new best practices

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