Advertisers should strategically run ads to foster customer relationships during the crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 08, 2020, 2:03 PM UTC

But, businesses should first determine how their ads can address consumers’ evolving concerns.

With people preferring to stay at home due to safety concerns after the COVID-19 outbreak, home media consumption has increased massively. This piece suggests advertisers should capitalise on this shift in media consumption by allocating the resources accordingly.

Advertisers should strategically create adverts that focus on most relevant activities, like encouraging people to regularly wash their hands. Using ads to empathise with the audiences can further help companies build long-term and meaningful connections with their consumers.

Integrating adtech-assisted tools can make it easier for consumers to engage with the brand. Companies should also ensure their advertising platforms allow consumers to interact with the advertisements through their mobile devices. It can help enable effective targeting as well as reduce leakage and ultimately improve marketing ROI.

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[5 minute read]