COVID-19: Melacak dampaknya terhadap media dan perilaku konsumen

Saat kita memasuki tahun ketiga masa pandemi COVID-19, para pemasar yang cerdas tahu bahwa hubungan pribadi yang bermakna akan menjadi kunci kesehatan merek jangka panjang. Untuk itu, mereka harus fokus membangun dan mempertahankan kepercayaan dengan audiens mereka-serta saluran mana yang dapat dimanfaatkan dalam upaya tersebut.

While it’s important for brands to maintain balanced marketing strategies, marketers should be mindful of consumer sentiment as they allocate their media spending. For example, Nielsen’s 2021 Trust in Advertising study found that brand sponsorships are among the most trusted advertising sources among global consumers, yet most marketers don’t readily consider newer ad formats like brand integrations, sponsorships and product placements in their media planning. In fact, almost 34% of marketers surveyed for our 2021 Annual Marketing Report deemed these marketing formats as not important at all.

The word podcast was added to the Oxford English Dictionary back in 2005, but the term had yet to gain much traction in the media industry—as well as with the average consumer. Fast forward 16 years, and podcasting has blossomed into a burgeoning industry that provides brands with an opportunity to engage with a growing base of consumers that are very receptive to the engagement.

The transformation certainly didn’t happen overnight, but the rise in popularity of podcasts over the past six-plus years has effectively changed the landscape of the entire market. In addition to attracting rampant celebrity involvement and fueling original TV content, podcasts are attracting big ad dollars, with the Interactive Advertising Bureau (IAB) predicting that ad revenue will hit $2 billion by 2023, well above the $842 million generated last year.

Pada tahun 2020, banyak perusahaan yang memulangkan tenaga kerja mereka, beberapa di antaranya untuk pertama kalinya. Kini, perusahaan-perusahaan tersebut mengonfigurasi ulang penawaran, ruang kantor, dan protokol mereka, sebagian karena virus corona dan sebagian lagi karena tenaga kerjanya.

Dengan banyaknya tenaga kerja yang telah bekerja dari jarak jauh selama lebih dari satu tahun, prioritas dan nilai karyawan telah berubah. Hal ini telah mengubah tempat tinggal mereka, seperti apa ruang rumah mereka, bagaimana mereka mengatur jadwal harian mereka dan seperti apa kebiasaan media mereka.

In mid-2020, while many in the U.S. were in lockdown, the social justice movement erupted across the country. The lockdowns created a captive audience for the movement and helped carry the story to many who were already consuming more news than usual. This increased awareness has also sparked companies to re-commit to inclusion and diversity, and more importantly, consumers are holding them accountable to those commitments.

Ketika pandemi terus berdampak pada komunitas kulit berwarna secara berbeda, baik secara langsung maupun tidak langsung, merek dapat terus melihat pergerakan, tetapi juga reaksi, karena konsumen bergulat dengan pandangan mereka yang sangat berbeda.