Hi everyone, listen to this week’s podcast talking to Monique Claassen; Client Service Director about Kantar’s research on the changing consumer behaviors and the impact of media channels.
Some key take-outs from this talk:
Brands have an important role to play during this crisis. They would have to adapt quickly and monitor what’s going on the ground.
Brand’s who are getting right so far:
- DSTV opening up free channel for viewers
- Howler sending out empathetic emailers understanding the state of the industry
- Google and Zoom promoting working from home apps which are free
- Brands are being very responsible – promoting digital banking, mobile, educational tips, payment holidays
Brands who need to play a bigger Role right now
- Insurance brands have been very quiet
- SME insurance does have insurance to cover them during this pandemic
- They need to reassure people
- Health Sector – Need to have a bigger VOICE
However brands need to be sensitive about they communicate. Remain Authentic:Stick to your brand purpose and values.
What are some of the Media Channels which will stay relevant right now?
- Local radio stations
- TV viewership increasing globally and in SA
- Increase in podcast and streaming
- Massive change in e-sports. Global subscriptions have increased.
- Mobile gaming in SA have increased by 23% in the last 3 weeks
- Don’t put all your investment on digital channels
- Digital comms need to be matched to relevant content
- Ensure that frequency capping is in place across all digital platforms
- Don’t disregard outdoor placements completely. Choose carefully. It’s not going to be zero.
- Apply the principles of how brands make it through times of difficulty.
- Focus on brand experience
IF YOU DON’T HAVE ANYTHING TO SAY, DON’T SAY IT
3 key take-outs
- Make sure your comms is targeted and relevant
- Think through the role of the channel within your media mix. Don’t disregard touchpoints. Consider all and choose carefully.
- Creative agencies should come up with solutions that are more creative. Use this time as an opportunity to test and do this differently.