#AdponeAnswers: How to manage advertising during Covid-19?
Many questions surround the topic. This are for sure the most sought answer: What to do? Should we continue advertising? Should we change strategy?
We gathered three experts opinions to guide us.
Pau Llambí - CEO at Marketers Group
My suggestion is: keep advertising but not in the same way.
I advise taking advantage of the cost of the keywords that we wanted at some point and making a bid on them.
In this way, a lower expense is obtained with a higher revenue. Now what is the role of conversion? Many companies ask me about monetization, since they very possibly do not monetize this investment.
My answer is that it is about monetizing in another way. It's about gaining visibility, and there are different ways to do it. One of them is betting on the streaming trend, a content that audiences want to consume nowadays.
The other is to give visibility to lead magnets. This can be done by conducting a webinar, an ebook, via email. The goal is to obtain data and then carry out a remarketing.
This is a time to plan for the medium-long term. It gives us the opportunity to rethink strategies, to get to know consumers, to obtain real data and to test.
Adam Abadías - Independent E-commerce and digital project director
It is not about debating whether it is a good time or not, but there are many variables that make advertising an opportunity or a waste.
In the case of education, for example, the variable "the more hours, the more interest" is found. In this sense, education can take advantage of advertising on the Internet for 2 reasons: for traffic at its discretion but also for quality traffic.
This applies to almost all sectors, if the strategy is based on more marketing and / or branding objectives.
Brands have a great opportunity to "fill in" the first steps of the conversion funnel: awareness, opportunity, connection, and more. It is ideal to work a strategy always with a medium-long term vision.
What is evident is that internet traffic has risen although saturation also. Therefore, at this point being creative is vital and will ensure much greater success in campaigns.
Scott Kronick - Ogilvy Asia
During a crisis, marketers & communicators must DRIVE the communications instead of letting the issues define how we respond.
This is not a time to try to market or sell, but rather it is a time to reinforce the values that define leading organizations. What can be done given the various objectives we are working to address? It all comes to down communicating effectively.
Using your expertise or brand capital to help during a crisis is not about commercial advantage or profit. It is about doing the right thing for society and showing a company’s true values and citizenship.
Alex Martinez - Founder Adpone