DIGITAL CONTENT EXPERIENCES
WILL COME
OUT OF THE
CRISIS STRONGER
THAN EVER
DIGITAL CONTENT EXPERIENCES
WILL COME OUT OF THE CRISIS STRONGER THAN EVER
With events and roundtables being canceled in all industries across the globe, advertising recession following an incumbent economic recession (with AirBnB, Mark&Spencer and other big brands cutting ads investments), a significant reduction of podcast consumption, and no indication when all of them may be able to start up again, online content experiences are going to be vital to support brand awareness and lead generation.
In response to Coronavirus, and amid the fear of attending and sponsoring large events, many marketing teams are now forced to switch gears and think of alternative tactics away from event marketing, to accelerate pipeline while keeping the health of others in mind.
And they are turning to Content Marketing to stay engaged with their customers.
Content Marketing has evolved from being just blog posts and editorial strategies. It’s a holistic approach that provides a complete content experience and relies on a broad range of Digital Marketing tactics such as email marketing, social media, SEO, interactive content, and paid media to keep and enhance engagement with customers.
During the outbreak, maintaining brand credibility with public interest content and ads should be prioritized over any sales promotions and product-driven communications.
During the outbreak, maintaining brand credibility with public interest content and ads should be prioritized over any sales promotions and product-driven communications.
DAN RECOMMENDS
Dentsu Aegis Network in an advisory update, recommends the following media mix:
DAN RECOMMENDS
Dentsu Aegis Network in an advisory update, recommends the following media mix:
MINIMIZE OOH
CINEMA, AIRPORT, RAILWAY
No one knows how long this will last — three, six, twelve months? It is realistic to think that most B2B companies are going to miss 2020 revenue goals by 50% or more.
INCREASE DIGITAL
OFFICIAL MEDIA, SHORT VIDEO, SOCIAL, NEWS AND INFO SITES.
This is the time to scale up content. Content is the thing that gets people to know/like/trust your brand. And if you do content right over the next 3-6 months, you can build relationships with people who will be your future buyers in Q4 and beyond.
MAXIMIZE THE USE OF ONLINE VIDEOS
STREAMING PLATFORMS AND OTHERS
Content is the most important marketing asset during a crisis and in a struggling economy.
Just because people might not be buying in your industry doesn’t mean they don’t want entertainment or education from your brand.
No one knows how long this will last — three, six, twelve months? It is realistic to think that most B2B companies are going to miss 2020 revenue goals by 50% or more.
MINIMIZE OOH
CINEMA, AIRPORT, RAILWAY
INCREASE DIGITAL
OFFICIAL MEDIA, SHORT VIDEO, SOCIAL, NEWS AND INFO SITES.
This is the time to scale up content. Content is the thing that gets people to know/like/trust your brand. And if you do content right over the next 3-6 months, you can build relationships with people who will be your future buyers in Q4 and beyond.
Content is the most important marketing asset during a crisis and in a struggling economy.
Just because people might not be buying in your industry doesn’t mean they don’t want entertainment or education from your brand.
MAXIMIZE THE USE OF ONLINE VIDEOS
STREAMING PLATFORMS AND OTHERS
“Content is the most important marketing asset during a crisis and in a struggling economy."
DAVE GERHARDT, PRIVY.COM
“Content is the most important marketing asset during a crisis and in a struggling economy."
DAVE GERHARDT, PRIVY.COM
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