How to Bounce Back from COVID-19 Impact on Digital Marketing

What is Coronavirus or COVID-19?

Coronavirus or COVID-19 is a global pandemic announced by WHO (world health organization). Coronavirus was started from Wuhan, China. Now, the whole world is affected by a novel coronavirus outbreak.

Bounce Back from COVID-19 Impact on Digital Marketing

Bounce Back from COVID-19 Impact on Digital Marketing

Coronavirus impact on digital marketing, e-commerce & advertising? How to Bounce Back from COVID-19 Impact on Digital Marketing?

There is big and transformative impact on digital marketing. Companies has reduced budget on digital advertising.  Various industries has reduced budget on marketing too in all over world.

  • Organic traffic is down in most industries. Conversions were also down for most industries
  • Be fearful when others are greedy, and greedy when others are fearful
  • Communicate as per the context – Messaging and Tone
  • Anticipate and Adapt
  • Stay Connected
  • Increase your digital content efforts
  • Adjust your Marketing Strategy
  • COVID-19 and its impacts on Ad Spend

According to Statista, the advertising industry is looking at a $26 billion loss in revenue as of early March 2020 due to the coronavirus outbreak.

Ad spend declines up to 50% are expected across all channels, according to advertising professionals.

Media consumption during COVID-19

Media consumption has spiked all across the globe, with 36% users reporting that they watch more news, 27% watch more shows, 21% spend longer time social media, 18% engage in gaming, and so on.

Streaming is thriving, Conviva reports a 26% increase in streaming during the pandemic.

COVID-19 Impact: Ad shoots on a pause mode

The Association of Advertising Producers (ASAP) representing 75 producer members, that does approximately 90% of the advertising work in India has decided to hit the pause button. On Sunday, ASAP along with other film bodies Federation of Western Indian Cine Employees (FWICE), Indian Motion Pictures Producers’ Association (IMPPA), Western India Film Producers’ Association (WIPFA), Indian Film and Television Producers Council (IFTPC) and Indian Film & Television Directors’ Association (IFTDA), unanimously decided to cancel all shoots from 19 March to end of this month.

How Covid-19 is impacting the mobile marketing and advertising industry

The stats, that have started to pour from various research and analyst firms; India (and globally too)- news and social chatting platforms, music & entertainment – streaming TV and Video games, and TV are seeing higher usage and therefore, possibly, will get more ad spend in the current time period, to catch the attention of the USER. In the latest BARC data–the viewership of news channels in India grew by 57%, and the advertising on news grew by 21% to about 10 million seconds of free commercial time (FCT). Advertising on kids’ genre went 27% up while Hindi Movies genre and Hindi GEC witnessed a jump of 8% each, in FCT.

The Impact of COVID-19 on the Digital Advertising Industry

Sometimes it can be better to pause the campaign and redirect your efforts to online reputation management, social media, and SEO.

Source: VisualCapatalist.com
  • To focus less on conversions and build campaigns to drive awareness and engagement.
  • A lack of competition because many advertisers are pausing their campaigns. So people are more engaged, but they’re converting less.
  • A lot more audiences out there because people have more time.
  • Campaigns should be less about selling and more about educating customers and showing them what makes your business different.
  • Try to focus on educational, valuable content.
  • Provide your audience at home that is not conversion-focused, but will make their lives better
  • it’s important to be helpful. For some clients, it may be better to focus on other marketing efforts.

Current Advertising Trends

We took a look at our book of campaigns and noticed a few trends, however these numbers are subject to change in the next few weeks.

Facebook

Based on the last 30 days across all verticals we are seeing a drop in online conversions (form fills, purchases, appointment bookings)

  • Steady decline in average CPM & CPC (~40%)
  • Audience reach, engagement (shares/reactions/comments), and overall performance improved
  • Certain actions like add to cart saw a substantial increase, while online purchases fell

Search

  • Overall search volume is slightly up, our average daily impression share included
  • No noticeable increase in clicks or performance of ads
  • Search volume throughout the day appears to have a multimodal distribution
  • Display
  • Impressions and clicks saw a strong improvement
  • Overall on-site actions and visits plummeted

Video

  • Total impressions, completed views, clicks and their associate % rates (CTR/VVR) improved
  • Average CPV saw a marginal increase
  • COVID-19 and its impact on Digital Media Consumption in India
  • Consumers have had to change their lifestyles significantly as social distancing, working from home, closed schools and canceled travel/events disrupt daily routines.
  • News Consumption

Compared with the week of Feb. 10-16, 2020 visits to websites and mobile apps in the “General News” category increased by 61% in the week of March 16-22, 2020. However, most of the increase occurred recently: compared with the week of March 9-15, 2020, visits went up by 50% during the week of March 16-22, 2020.

General news site: visit index

Business / Finance site

Government site

Health information site index

Health Information Sites

Sports Sites

Travel agent site

Hotel site

Car Transport site

Airline Site Index

Online Gaming site

COVID-19 Impact: Advertising and Marketing

Digital Ad Business Withers Under COVID-19 Crisis

“It may be understandable for advertisers to shy from “negative” or “anxious” content like coverage of a pandemic,” says eMarketer. “But March 2020 research from Integral Ad Science suggests those concerns may be misplaced: Just 16% of US internet users surveyed said they would have a less favorable opinion of a brand whose ad was adjacent to coronavirus-related content. Almost eight in 10 respondents said such placement wouldn’t change their view of a brand.”

COVID-19 Impact: E-Commerce Performance Trends

  • Overall traffic is going down
  • OTT video is going boost
  • Leading brands are shifting from a reactive to proactive, contingency based approach that improves customer relationships using a positive message.

Coronavirus impact on SEO

For the past two months, the entire SEO community has been talking about the outbreak of the latest COVID-19 epidemic and its impact on organic traffic and performance. It has been observed that there is a significant decline in the biological performance of websites in various verticals. And at the same time, there are also many verticals where a significant increase in organic traffic has been observed. There are various new search engine result page (SERP) features that one can see emerging on various search engines like Google.

source: neilpatel.com

With increasing nervousness and uncertainties in the economy due to COVID-19, various businesses and industries have been heavily impacted. Several industry experts said that significant changes in organic traffic, as well as revenue, were observed from 12 to 16 March 2020.

One of the interesting developments of the epidemic has been that Google’s results page has begun to provoke many new panels related to ‘coronaviruses’. These panels provide users with information and data related to the disease. The content is generally taken from the website of the World Health Organization (WHO), the Centers for Disease Control and several other government bodies.

Google has started displaying an ‘SOS alert’ panel to indicate the state of emergency worldwide. It is one of the most effective ways to address COVID-19 emergency online and create a sense of urgency among users. Another interesting SERP feature is when a user searches for something related to ‘coronavirus’ that needs to follow security tips during this crisis on Google. These tips show a video that instructs searchers on how to properly scrub or clean them, along with other tips taken from the WHO website.

Additionally, an ‘Affected Areas’ panel is also displayed, which shows the areas that have been affected by the epidemic on the world map. One can easily see on this map how the epidemic is spreading around the world and its density is increasing in different regions of the world.

In addition, Google also shows a ‘Symptoms’ panel, before other biological results related to the search are displayed, where one can quickly see common symptoms of COVID-19. This list of symptoms is also drawn from the WHO website.

How will coronovirus affect long term?

COVID-19 is being called one of the biggest trends in Google’s search history. People are not only searching for information related to coronaviruses.

Social Media and Covid-19

The manner in which the COVID-19 epidemic has affected the world is sudden and brutal unprecedented. People’s lives and livelihoods have taken a downward spiral, with people forced to abandon themselves and maintain social distance. However, the silver lining is that the crisis will end if a vaccine or herd immunity develops. By this time, there will be new normal disruption, which is now being seen by everyone. How do our interactions with social media change or develop in such times? Is it time to leverage the power of social media to your advantage and question whether to take advantage of a situation or stay with your target audience? So, let us discuss some things on social media during such crisis. Remember, like never before in history, we had the power of the Internet and as a social, social media to move forward even during global epidemics like COVID-19. Let us count it and then instead of throwing up our hands in despair.

# Do not act in haste:

In times of crisis, it is normal to panic thinking about the uncertain future. And in most cases, the first instinct is to make hasty decisions without taking into account every aspect and crisis of your business. However, the result may be adverse for your business. For example, if you write posts that sell your products or services, your target audience is likely to feel surprised or, worse, angry. They may think that you are exploiting the situation for business gain. So, the first lesson is not to go on a tireless business drive, but understand what your audience must be thinking during such a crisis. Don’t go posting content on your social media profile like there is no tomorrow. Curate each post keeping in mind the potential reaction of your audience. Social media posts should strengthen your brand proposition and show the human side of your business. Instead of being over-trading, try to assimilate your customers’ concerns about the crisis by posting positive notes. If you have difficulty coming up with the right idea, get insights from social media posts of reputed companies.

# Ask questions about your brand:

Do not comment if you do not have a compelling case that your audience is watching you for ‘guidance’ in the early days of the crisis. Ask yourself questions such as – will your comment be seen as an attempt to milk the crisis or will your comment actually help your audience deal with the crisis? However, instead of sitting down, think about how your brand can help in such times. For example, can it participate in fundraising activities to help members of your audience overcome this crisis? Therefore, plan your activities in such a way that your profile increases among the target audience. A look at the World Health Organization’s Facebook page can guide you on how to send a message to www.facebook.com/WHO/.

# tonight:

During a crisis it is important to curate a well thought out and well thought out message, care must be taken as to how the message is conveyed. Remember, your audience may be inconsistently affected by the epidemic or be wary of its short or long-term effects. So, your message should not be inconsistent or out of place, say with memes, jokes or GIFs. It is advisable to use your social media platform to disseminate information on the epidemic. Yes, you can share a good sense of humor to spread happiness amidst disappointment.

# Wise Message:

There may be a trend among businesses and brands to share information about the epidemic to their target audience. However, the information must be accessed and taken from reliable sources. Your post should not be seen to spread panic with false or outdated information. Also, ensure correct use of hashtags as incorrect usage can cause problems. For example, using the # Covid19 hashtag should not be seen as promoting your brand yourself. Rather leave such hashtags for the authorities or brands concerned to deal with the crisis. Let us understand one thing that a crisis situation is not a marketing opportunity.

# business as usual:

It is possible that at some point the audience will be bored with the news about COVID-19. Rather they will seek normalcy. Your brand can then review its approach at that point and recalculate the strategy, especially with social media. Start with brand promotion instead of being business-centric

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