“During these unprecedented times” has become almost a meme-worthy sentiment. It’s clear the pandemic has had very profound impacts in all aspects of life, with everyone having varying experiences and varying degrees of obstacles to overcome this last year and a half. It’s no wonder the repetition of the same phrases and blanket statements in traditional advertising media outlets have felt disingenuous and impersonal while more brands are pushing their advertising dollars into digital based media.
Decline of the Traditional Advertising Model
Even before the pandemic we saw a lot of brand engagement headed towards non-traditional media. With an increase in the technology allowing for even more targeted, tailored and personal connections, brands have been utilizing digital media like social networks as a big part of their strategies. This trajectory towards non-traditional media has been placed into hyperdrive as COVID-19 pushes consumer media consumption to more and more non-traditional outlets and many brands are looking to get more bang for their advertising dollar by utilizing data driven resources.
With the initial shut down affecting the bottom line for most companies, we saw a pull in advertising dollars for traditional media outlets like television and print. As brands began pouring money back into advertising and marketing they’re taking a more targeted approach to get the most for their money. Digital outlets are generally more affordable and the data driven nature allows for increased analytics and specifically targeted campaigns.
Another benefit companies are seeing with digital marketing is the ability to have a more personal connection between brand and consumer. In a natural progression in advertising, people are responding more to an interactive presence with brands. It’s a two way communication system, rather than being talked at, they are a part of the conversation and in turn, a part of the brand itself.
This level of brand engagement goes beyond just social media interaction. It’s using the whole customer experience as a model for creating brand loyalty. Yes, great customer service and experience were always important aspects of building a successful brand, but as COVID-19 forced more and more experiences online, companies are rethinking the digital reaches of their brand experience.
If your brand is ready to tailor your marketing budget and strategy to an increasingly digital world, let’s have a chat!