How the Pandemic is Changing How You Should Market

How Marketing is Changing During the Pandemic

(other than talking about the pandemic) 

Yes things are changing. You’ve heard the words “new normal,” “unprecedented” and “zoom happy hour” more than you thought you ever would. While there’s a lot to unpack surrounding our current situation, we’re going to take a deeper look at what it means particularly for advertisers and businesses particularly trying to market themselves. 

We know things are really hard for some businesses right now and don’t want to go without mentioning we feel for you. For those who are fighting hard and those who are thriving, we want to share some insights into what we’re seeing in the world of marketing right now. For a high-level overview, check out our points below. To learn more about each one, keep scrolling.

• People are at home more which means we can expect people are receiving marketing in new ways. 
• Less time in the car means less time listening to the radio, as well as seeing billboards.
• More people at home using technology they didn’t - ie increase in voice search
• Increased time listening to podcasts and watching videos, therefore more time hearing podcast ads and seeing video ads
• More time online and on social media, resulting in updates like Facebook Shop and Instagram Shop.
• The world of fitness is evolving. At-home workouts and amateur bloggers are now taking the world by storm.
• Overall, people seem to be more receptive to things that aren’t constantly talking about the pandemic, doom, and “what the future may hold.”

Check out our infographic here but keep scrolling for more depth information. 

To dive a little deeper into each of these and what that means for you, keep reading. 

• People are at home more which means we can expect people are receiving marketing in new ways. 
  
  This one’s a little vague but it’s worth noting as a whole. Think about Times Square right now. According to Investopedia, “a Times Square billboard cost for a day can start at $5,000 and go up to well over $50,000. Moreover, it can cost up to $3 million per month to advertise on Time Square's largest billboard.” And guess what? No one is there right now to see these millions of dollars go down the drain. 
   
• Less time in the car means less time listening to the radio, as well as seeing billboards.
  
  How many times have you been in the car recently? For some people, they used to commute every day in their car and see billboards, listen to local radio, and hear ads. Now, most of those people are at home, and what little time in the car is spent enjoying the novelty of being somewhere other than their house. 
   
• More people at home using technology they didn’t.
  
  Since we don’t have anyone else to talk to, Alexa and Google Home have become nice companions for us. While people are spending more time at home, as well as more time thinking due to boredom in general, we’re seeing Voice Search numbers increase. People are asking more questions, ordering more things, and taking advantage of things like voice search the way companies hope they would.
   
• Increased time listening to podcasts and watching videos, therefore more time hearing podcast ads and seeing video ads
  
  Anyone else pick up a bad YouTube habit during this time? Or maybe you’ve started binging on new podcasts. You’re not alone. People are seeking new ways over entertainment and podcasts and videos may be the answer. That means users are exposed to more and more ads. Depending on the platform, there are different types of sponsorships, ads, and pop-ups that come, whether it’s in the middle of your favorite Stuff You Should Know podcast episode or Neil Patel’s latest SEO video.
   
• More time online and on social media, resulting in updates like Facebook Shop and Instagram Shop.
  
  We recently shared about Facebook’s plan to roll out Facebook and Instagram Shop. As they saw ad numbers decrease, yet user numbers increase, they quickly adapted to offer a way for businesses to get in front of their audience. As this rolls out in early summer, we’ll start to see how and if people will use these.
  We’ve also seen a number of apps increase ads on new platforms like TikTok. Users on TikTok are now doing sponsored videos where they point users towards new games, apps, and etc. Some would say Tik-Tok is having a “moment,” and advertisers are attempting to take advantage of this.

• The world of fitness is evolving. At-home workouts and amateur bloggers are now taking the world by storm. 
  
  Workout and fitness bloggers are like most other influencers - they have the opportunity to make money off of affiliate links, sponsored posts, and more. But now more than ever are workout bloggers hitting the scene. Many previous gym-goers are seeking ways to stay motivated and one way to do so is by following your favorite fitness gurus Instagram. What does this mean exactly? While we don’t know for sure, you can bet brands will try to get in on these with the potential for sponsored workouts, outfits, snacks, posts, and more.
   
• Overall, people seem to be more receptive to things that aren’t constantly talking about the pandemic, doom, and “what the future may hold.”
  
  Yes, life is weird right now. Really weird. And we know that and you don’t have to keep telling us that. While many seek for answers, people are also okay just hearing about something that isn’t making guesses at what the future may hold. Give people a reason to enjoy themselves during this time. Again, obviously be sensitive but remember not everything you share, post, or market has to make a reference to what’s going on. Give people some sense of normalcy while also giving them the opportunity to connect with your brand further. 

Alright, I’m going to say it… we don’t know what the future holds (I’m sorry!) but there is so much opportunity out there to pivot, remarket, and take new steps to put yourself in front of your customers. Take these changes into consideration and figure out what they mean for you and your business.

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