COVID 19 has changed so much in so little time. It has changed the climate, rivers, pollution, everything. It has even forced people to stay and work from home. Due to this, many businesses have taken a financial hit, as not all of them can implement work from home.
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It’s chaos all over the world, and to maintain serenity in such trying times, we have to do our part. As a Digital Marketing Associate, I have been asked many times, how the marketing industry is coping up with this pandemic and what necessary steps must be taken to exercise safe and responsible marketing during COVID 19.
In this blog, I am going to tell you about five tips with the help of which you can do the same. So, let’s get started.
1. Show Your Sensitive Side
In this current pandemic, it is crucial for you to be sensitive in your advertisement. Every person is impacted by the COVID 19, so there is more chance than normal that you may come off as negative, which may impact your campaign.
Steer clear of the humor or any other types of witty comments in your advertisement. It is not the time to win people over by making a joke; they might find it unpleasant. You have to be more serious, show your audiences that you are genuinely concerned about the ongoing situation.
Being serious doesn’t mean that you can’t mention the bright side. You can still do that by understanding the difference between positivity and humor. If you are having trouble grasping this well-balanced ad idea, you can take the help of an ad spy tool, which will let you see how your competitors are targeting their audiences.
That being said, choosing the best ad spy tool is never easy. There are so many options available on the internet that choosing one becomes difficult. Don’t worry, I have an answer to this question as well, in my opinion, the best spy tool that you can use currently is PowerAdSpy.
PowerAdSpy is a great analytic tool that helps you dig deep into the competitor’s social media ads. It lets you see and tally all the information regarding the live ads from over 20 countries.
Here’s how you can spy and analyse ads using PowerAdSpy –
2. Texts & Images
As we all know, images and texts which we use make a huge impact on digital advertisements. Therefore, you must think about changing these two factors according to the current scenarios. You can take the following precautions:
- Refrain from using images that showcase large people gathering or crowd. Avoid using a pic of any public place or office, where you can see a large number of people.
- Avoid using phrases that ask people to shake hands or get in touch with other people. As you all know, we all are following the social distancing rule, and these messages contradict this rule.
Using images that showcase crowded places might have a negative impact as the current scenario states that we should stay away from other people as much as possible. It has become a state of mind for all of us, and whenever we see a picture or video showcasing the same scenario, we immediately go to the negative space in our brain and dislike that pic.
3. Credible Sources
Maintaining your audience’s trust that you worked so hard to gain is crucial while marketing during COVID 19. And to ensure you don’t lose that trust, you must re-evaluate your sources and consider their credibility, as if they turned out to be bad, you may lose your audience.
Inaccurate information has been on the rise during this pandemic. There are lots of people out there spreading wrong fake news, and it is impacting the judgment of people. Incorrect information also creates chaos, the prime example of this was seen on 14-04-2020 in Mumbai at Bandra railway station thousands of laborers gathered due to the fake news which spread through the internet like wildfire stating that the buses are ready to take the migrant workers home.
Therefore, you must be careful with the information you use in your advertisement and ensure to avoid any controversy.
Offers are the thing that keeps your audience loyal to your products, and it brings new leads as well. Thus it is important to keep the offer trend going on during COVID 19. Just like the above three, this one also needs some changes according to the current scenario.
In offers, you have to take care of the CTAs that you use. It should not show that you are excited, like “Don’t miss out on this amazing deal! Hurry Up!!” or something in these lines. The CTAs should be neutral like, “Call now,” “Book today,” etc.
The reason behind this is that such CTAs won’t attract lots of customers as there is no urgency when it comes to anything other than COVID 19 currently. Your message will be seen, but it won’t generate any fruitful outcome.
You can use PowerAdSpy to see what the leading brands are using in their CTAs. You merely have to type the relevant keyword in the search bar according to your preferences, and it will display every Facebook ad relevant to that phrase.
Here’s A Video Showcasing The Complete Process To Do It Successfully:
5. Display How Can Your Brand Help
The best way to connect with people in such scenarios is to show them how your brand/product is helping people who are stuck at home to transform their lives. Build a good story and showcase them through single or multiple ads.
How to do that?
Well, for starters, you can tell people how your brand/product helps them to kill time while staying at home, or how it helps the working individuals to work from home efficiently. Point out the key factors and show your brand’s potential.
If your brand or product doesn’t help people deal with quarantine directly, you can highlight how it entertains, educate, or inspire people who are stuck at home doing nothing, people like, students, or old folks.
We Will Overcome This
The only way to fight this virus is to stay at home and urge others to do the same. The vaccine is still a year away from us, so we have to take every precaution that we can. But the economy can’t be shut down for a year, people have to go out for work and lead a normal life along with Coronavirus.
You also have to be prepared for the scenario where things start to open, and people are again down in the market buying goods. But, until then we have to change our marketing strategies keeping in mind the tips mentioned above.
Marketing during COVID 19 may seem a bit too drastic thing to do, but it will help you stay afloat in the marketing business. It is also good for the economy of your country as the tax that you pay from your revenues will help your government to help the people in need.