Digital Advertising Advice For A COVID-19 World

It’s a harsh truth that when a downturn comes rolling in like a bull in a china shop, the first budget to feel the belt getting tightened is the marketing. COVID-19’s a downturn, but it’s not like the older ones; people are still buying, shopping, and interacting with companies and their brands. Lots of sectors have had to cut their expenditures, with many having to adapt their marketing strategies to adapt, with varying degrees of success.

To the benefit of YouTube algorithms, king kong advertising review, and the like digital marketing have become more important than ever when it comes to driving sales, generating leads, bringing traditional customers over to digital, and building up the brand, complimented by the return of linear TV.

But even digital marketing hasn’t been unaffected by the COVID-19 pandemic, with marketing efforts having to change up. There are things that can be done to take advantage of the current economic climate, and here are a few of them.

Invest in better transparency.

There aren’t specifics on the numbers, but estimates say that only about half of an advertising budget actually reaches the publisher, the people they’re supposed to go to. The rest gets taken by tech tax, DSPs, fees, and the like. The adtech sector has been dealing with transparency and accountability problems even before COVID-19.

But with budgets being so tight now, that kind of waste simply isn’t an option anymore. As a result, more and more companies are turning to investments and projects that help improve the transparency of their ad expenditures, informing them and the customers of where their investments go, what’s lost, and what the returns are.

Part of this includes talking to advertisers and publishers in the industries, in order to see where hidden costs are cutting into the budget, as well as talking to others in the industry, not just to improve king kong advertising review and the like, but improve supply chain transparency.

Context is king.

Third party cookies have long since been the way for marketers to find audiences and shape their messaging. That won’t last long, however, as Google announced that they’ll be phasing out all third-party cookies on Chrome by 2022.

With regulations and the cookie dying out, contextual advertising, which focuses on the context that an ad shows up, has become the accepted method. With brands hoping to avoid near stories relating to the worst of COVID, the resurgence of contextual marketing has been a boon, with marketing efforts focused on appearing at the right places to offer services to customers.

Listening and learning.

Just as reaching people at the right time has become more paramount than ever, so too are the statements and messages that brands make. Customers are now a bit savvier to the tone of marketers, which is why more and more have been paying attention to the challenges that their potential audience have been facing throughout the pandemic.

According to people in the industry, the key now is to take a creative approach, listening to what people say and researching on customers to create messages for advertising. These messages, done right, are helpful; showing support to people in these trying times, without coming across as condescending or exploitative and opportunistic.

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