Marketing Strategies for the Second Lockdown

After a record daily high infection and death rate–16,774 new infections and 89 deaths in a 24-hour period–Europe is facing a second lockdown as Chancellor Merkel urges people to come together to slow the spread of the virus. According to CNBC, Germany has registered a total of 356,387 cases and 9,767 deaths. This will no doubt change consumer behavior, and advertisers must adapt to figure out marketing strategies for the second lockdown.

How to increase sales during a second wave

COVID-19 is changing human behavior across the world–with significant consequences for marketers. As more people study and work from home, there has been a massive shift in consumer behavior. According to a recent study from Ofcom on UK media habits, adults spent 40% of their waking hours in front of a digital screen, up 31% from 2019. This poses a great opportunity for marketers looking to increase their brand’s presence through TV advertising.

Advertisers must prepare for another lockdown. To maximize returns and customer retention, it’s imperative to utilize the right marketing strategies, such as TV advertising, digital out-of-home–(D)OOH–and boosting media.

Advantages of TV advertising:

  • Access to large audience(s)
  • Ability to target specific audience segments
  • Increase brand awareness
  • Strengthen customer relationships and engagement
  • Serve as a multichannel communication platform
  • 60% of consumers are more likely to make a purchase after viewing a TV advertisement compared to 40% for viewing ads online or via social media

Advantages of (D)OOH:

  • Cost-effective 
  • Short term preparation/planning
  • Expand reach to larger audience(s)
  • Custom audience targeting (i.e. hyper-targeting)
  • Visually captivating
  • Efficiently measure and analyse specific data (e.g. consumer behavior)
  • “The right message at the right time to the right target group.”

Advantages of boosting media:

  • Increase audience
  • Establish brand presence 
  • Develop partnership(s) with other brands 
  • Paid media compliments your owned and earned media

There is no doubt that these are trying times. Businesses are struggling and people are increasingly isolated from another and the once daily rhythms of their lives. Advertisers must be mindful of these difficulties, sensitive to their audiences, all while adapting their marketing strategies to meet changing behaviors and demands precipitated by the pandemic.

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