Marketing in a post-COVID world

Amazon page

Analyzing the impact of COVID across consumer patterns, media prices, and messaging to adjust to the new normal

COVID-19 has put marketers’ agility and resilience to the test. It has prompted us to reevaluate strategies and reengineer plans to reflect new economic, societal, media consumption, and shopping dynamics.

Consumer Patterns

To see if we could identify macro impacts, we analyzed Kepler Intelligence Platform (KIP) campaign data across all of our clients and verticals. Not surprisingly, we found consumer’s total online usage increased substantially in the wake of COVID-19. Driven by this shift to online, we saw total online purchases and engagement increase for 80% of the businesses we analyzed. Lifts to core KPIs varied by client and goal type and ranged from 20% to 200%.

Media Prices

Meanwhile, as you have likely seen, media prices are declining across the board. According to our analysis, Facebook CPMs have dropped 30%; display CPMs are down 15–20%; and brand search CPCs are down 20%. For many of our clients, these price declines have allowed for sustained efficiency — even in categories that have seen response rates fall due to pandemic-driven changes to consumers’ shopping priorities.

Messaging

For all advertisers, we believe it is critical to express appropriate sensitivity and empathy for what consumers are experiencing … especially in geographies where COVID impacts are most acute. To help clients keep up with regional trends, we have added two state- and country-level data sources to the Kepler Intelligence Platform: The COVID Tracking Project and USAFacts. By showing COVID and campaign data side by side, our goal is to provide clients with up-to-date context as we jointly deploy regionally-appropriate creative and programs.

As we continue to see COVID-19 affect every aspect of our lives both offline and online, it’s worth revisiting your data repeatedly to optimize your budget and messaging strategies for the ever-changing environment.

Marketing in a post-COVID world

Article Source Link

Analyzing the impact of COVID across consumer patterns, media prices, and messaging to adjust to the new normal

COVID-19 has put marketers’ agility and resilience to the test. It has prompted us to reevaluate strategies and reengineer plans to reflect new economic, societal, media consumption, and shopping dynamics.

Consumer Patterns

To see if we could identify macro impacts, we analyzed Kepler Intelligence Platform (KIP) campaign data across all of our clients and verticals. Not surprisingly, we found consumer’s total online usage increased substantially in the wake of COVID-19. Driven by this shift to online, we saw total online purchases and engagement increase for 80% of the businesses we analyzed. Lifts to core KPIs varied by client and goal type and ranged from 20% to 200%.

Media Prices

Meanwhile, as you have likely seen, media prices are declining across the board. According to our analysis, Facebook CPMs have dropped 30%; display CPMs are down 15–20%; and brand search CPCs are down 20%. For many of our clients, these price declines have allowed for sustained efficiency — even in categories that have seen response rates fall due to pandemic-driven changes to consumers’ shopping priorities.

Messaging

For all advertisers, we believe it is critical to express appropriate sensitivity and empathy for what consumers are experiencing … especially in geographies where COVID impacts are most acute. To help clients keep up with regional trends, we have added two state- and country-level data sources to the Kepler Intelligence Platform: The COVID Tracking Project and USAFacts. By showing COVID and campaign data side by side, our goal is to provide clients with up-to-date context as we jointly deploy regionally-appropriate creative and programs.

As we continue to see COVID-19 affect every aspect of our lives both offline and online, it’s worth revisiting your data repeatedly to optimize your budget and messaging strategies for the ever-changing environment.

More News from Kepler Group

Amazon Delivers New Capabilities at unBoxed 2023

Amazon Delivers New Capabilities at unBoxed 2023

Explore updates from Amazon unBoxed on the evolution of Amazon DSP's measurement, connected TV, and creative AI capabilities.

Read MoreRead More

Measurability

Measurability

Why marketers are struggling to see the wood for the trees. How brands can use MMM to continue to measure digital marketing impact.

Read MoreRead More

Helping Champion Ask "What Moves You?"

Helping Champion Ask "What Moves You?"

Companies are increasingly partnering with Kepler to run holistic campaigns that build brand equity.

Read MoreRead More

Kepler Brings MMM to Kepler Intelligence Platform

Kepler Brings MMM to Kepler Intelligence Platform

KIP MMM will deliver high-impact performance and increasing value against a changing data privacy and measurement landscape.

Read MoreRead More

Kepler Partners with YouGov to Deliver Rapid Insights

Kepler Partners with YouGov to Deliver Rapid Insights

Leading research firm will enable Kepler clients to better understand their customers and execute more insight-driven campaigns.

Read MoreRead More

Be more octopus

Be more octopus

Brands who bring together their technology, measurement, and campaign management processes can establish an advantage.

Read MoreRead More