Digital tips for the next phase of COVID-19

Two months into Covid-19, there has been a shift in how people consume information, and many brands have had to adapt their marketing. This is especially true in the digital world.

Demand for entertainment, remote work, homeschooling, and other digital content has increased significantly. Based on our analysis of Nielsen and Comscore data, organic search in Puerto Rico is up by +35%, gaming by +40%, streaming by +20%, and video conferencing by +230%.

So, how can your brand adapt to these new trends? How can you make an impact in this “new normal”?

Here are some tips: 

1. Humanize your customer’s digital experience

Whether you communicate on Facebook, LinkedIn, Twitter, your website, a newsletter, or a blog, always remember what people have on their minds right now: economic uncertainty, job insecurity, health concerns, family relationships, and maybe even personal losses.

We can’t continue to say the same things in the same way. Our reality is not the same anymore. In these times, consumers want to know that you care. So, think carefully about the language and messages you use.

What has always been true in communication, is especially true right now: the more empathy you have, the more you’ll connect with your audience.

2. Context is key

During this pandemic, people are craving both information and entertainment. The more you satisfy these needs, the more relevant your communication will be. 

Google analyzed key media principles and shared these recommendations:

• Create local content

• Ask yourself: what is your consumer looking for?

• Focus on the key purpose of the platform you’re using. For example, search tools help people find information, YouTube lets people find inspiration and how-to’s, and Google Meet educates through live streamings or digital lessons.

3. Use a variety of formats

According to Nielsen, desktop usage in Puerto Rico has increased by +27% and mobile by +8% during the lockdown. We used to focus our digital efforts on mobile devices but the increase in desktop usage is significant.

Obviously, people are spending more time at home, video conferencing and even working from home, so why watch a video on your phone’s little screen when you’re sitting in front of a computer?

For brands, this means thinking in different ad formats and sizes when creating a digital campaign, especially a contextual campaign. Variety leads to more reach and frequency.

4. Help the Community

When people are suffering, the best way for a brand to stand out is to help. Now is the time to assess which sectors are most vulnerable and show leadership.

Think of ways your brand can be of service and make an impact. Google recommends we ask ourselves: in what ways can our brand be helpful to people and businesses in this moment of need?

5. Live events

According to CNBC, the longer social distancing is a part of this new reality, the more likely it is that virtual artist performances will become an essential part of streaming services such as Netflix and Amazon Prime.

Forbes reports that, as millions of people go online for entertainment, internet success stories among artists have increased by +50% to +70%, according to preliminary statistics. Transmission has also increased by at least +12%.

One example of this phenomenon was Tommy Torres’ first virtual concert on YouTube, where it reached 628,000 people around the world. 82% of the audience were Puerto Rican. This shows why live events are a new way in which brands can connect with their audiences.

6. Influencers

This lockdown has caused people to spend much more time on social media. Therefore, a genuine presence on social networks is key for your brand.

Brands must connect with consumers individually, have a personal approach. And influencers can help. Power Reviews recommends the use of “everyday influencers”, which means influencers who are relatable and trustworthy. As they put it, people that could be your neighbor, brother, college roommate, or your mom’s friend.

For example, influencers are being used to promote local clothing boutiques, accessories, beauty products, desserts, food, among others. There has also been an increase in alliances with dermatologists, physical trainers, psychologists and other professionals.

7. E-commerce

As shoppers stay at home, many stores have reinvented themselves and opted to improve or create online stores.

According to Zoovu, consumers need online guidance and assistance to mitigate this extremely stressful time. It is in every retailer’s best interest to support each individual customer’s needs while removing shopping anxiety.

It has become evident that retailers need to adopt new strategies to effectively support the surge of new customers and the increased reliance on e-commerce.

Joe Pine, author of “The Experience Economy”, believes that consumers will return to stores, malls and social gatherings places after the crisis passes. However, consumers will rethink in-store experiences and expect a seamless, integrated experience in which offline and online complement each other.

Conclusion

In this unprecedented situation of Covid-19, we see a notable convergence between mass media and digital communication channels. The key to a successful campaign is the combination of both, we can no longer think of them as two separate “universes”. We must see the integration, since that is how the consumer is consuming the content.

Also, remember that digital platforms change constantly. Therefore, understand the importance of daily optimizations: you need to constantly monitor your campaign. Ads from a month or even a week ago, may not make sense today.

Brands need to make the most out of this situation and at the same time reinvent themselves to continue being relevant. Instead of seeing the situation as a problem, let’s try to see it as an opportunity to create new ways to connect with consumers!

For more on this topic: Digital Tips for Brands during Covid-19