Companies must optimise marketing campaigns to adapt to changing consumer behaviour amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 23, 2020, 7:35 AM GMT+0

Contextual ad placements and activism’s role in marketing could impact brand strategies in 2021.

Despite consumer confidence and ad spend slumping in 2020, in-home media consumption has grown, as per Kantar’s 2021 Media Trends and Predictions report. The report states with audience behaviour being more complex this year, decrypting it will be a challenge for companies.

Understand and monetise total audiences given their back and forth between video-on-demand platforms and subscription services. Advertising will witness increasing importance of influencer-based content. Also, ecommerce capabilities coupled with social media could offer more tangible and immediate revenue streams.

Further, as TV viewers reprioritise family dynamics, TV will become a gathering point for families. Brands would have to adopt hybrid strategies to measure ad effectiveness and ROI, and leverage data in marketing and campaign management to make the most of limited budgets.

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