Agensi dan penerbit akan menghadapi perubahan paradigma dalam beberapa bulan ke depan seiring dengan penyelarasan kembali prioritas pemasaran sehubungan dengan wabah virus corona (COVID-19). Pengiklan akan menuntut mitra media mereka, ke depannya, untuk mendorong nilai di bagian bawah saluran pembelian.
Kecepatan perubahan rencana pemasaran dapat membuat banyak perusahaan lengah dalam beberapa bulan ke depan. Banyak agensi dan penerbit telah mengelola pemotongan anggaran iklan karena upaya untuk memperlambat penyebaran COVID-19, seperti musim olahraga yang dibatalkan atau Olimpiade yang ditunda. Namun, dampak ekonomi dari langkah-langkah pembatasan sosial dan pembatasan hidup kemungkinan akan mengubah fokus pemasar di masa mendatang.
And when marketers choose to cut advertising budgets in recessionary periods, there are consequences. A recent article published by Nielsen notes that, by maintaining ad budgets at pre-recession levels, an advertiser’s share of voice actually increases when economic headwinds are more challenging.
Namun dengan banyaknya bisnis yang merasakan kesulitan, mereka akan semakin mencari agensi dan vendor untuk membuktikan nilai di bagian bawah corong pembelian. Pergeseran serupa terjadi selama Resesi Besar ketika platform teknologi iklan baru menyediakan metrik front-end dan back-end. Hal ini memungkinkan pemasar untuk mengklaim bahwa anggaran iklan mereka ditargetkan dengan lebih baik untuk menjangkau konsumen yang relevan.
Vendor yang menyediakan solusi semacam ini diluncurkan selama Resesi Besar atau kemampuan penargetan mereka menarik minat pemasar mengingat kebutuhan untuk meregangkan anggaran iklan yang lebih kecil. Pertimbangkan evolusi beberapa penawaran khusus yang menjadi arus utama selama era ini:
Data targeting: Emerging from the Great Recession, companies specializing in third-party targeting became staples in the business by the early 2010s. These companies leveraged third-party data to identify consumers who marketers considered more relevant (such as through in-market, psychographics, etc.) and sold their data through multiple platforms and networks. This capability garnered significant traction in display media, which combined efficient banner inventory with smarter targeting strategies.
Programmatic advertising: As companies like Google invested big money in ad servers toward the end of the 2000s, it set off a stampede of start-ups to service the demand for ad serving. And some of the companies that launched during this time went on to become key players on the display side of the business. Programmatic display grew from $10 billion to $27 billion between 2014 and 2017, respectively.
Nielsen research has found that short-term cuts to ad spend could have long-term consequences, as on average 50% of the impact of marketing is realized after one year. Nevertheless, the impacts of COVID-19 may force marketers to work with smaller ad budgets in the months ahead. If this proves to be the case, they will again look to companies who can provide immediate solutions at the bottom of the funnel. But unlike the Great Recession, there are tools and metrics available today that can be leveraged immediately.
Agensi dan penerbit yang beradaptasi dengan cepat akan lebih siap dalam jangka pendek ketika ada peluang. Berikut ini adalah lima strategi yang dapat dilakukan oleh para manajer untuk memposisikan perusahaan mereka dengan lebih baik:
Look for third parties who can validate ROI metrics: Working with independent companies who are credible and can track consumer location (at the store level), or can measure sales in any capacity, is worth consideration. Providing marketers with the means to measure bottom-funnel metrics can provide leverage during negotiations.
Empower marketers to leverage first-party data: Providing marketers with the ability to reach identifiable first-party customers (i.e., those who have bought from or visited the client’s website) represents an advantage during economic downturns. The ability to deliver reach, in tandem with connecting marketers to consumers who already purchase their products, represents a powerful one-two punch.
Backend metrics to gauge consumer sentiment: Providing the means to measure the impact of an ad campaign, on the backend, will soon represent a priority. Being able to do so can insulate an agency/publisher from budget cuts. Even at the top of the purchase funnel, publishers who cannot provide any backend measurement will be challenged to maintain existing budgets in a post COVID-19 world.
Real-time analytics—connecting the dots between exposure and sales: The ideal solution connects the dots between ad exposure and real-world sales. This is available in several vertical industries but not all. Getting ahead and investigating this capability will provide agency teams with the means to offer smarter business solutions to their marketing clients.
Identify areas on a client’s website that deliver results: Advanced KPIs (ROAS/ROI) play a bigger role today compared to the Great Recession era. When it comes to website visits, do you know what part of the client’s website is driving the highest return on investment? Working with vendors that can identify the most valuable real estate on a client’s website can position your agency as a forward-thinking organization. And, if your company can offer competitive intelligence on the sales side of the equation, that will resonate even more so with marketers.
Seperti yang terjadi pada masa-masa penurunan di masa lalu, belanja konsumen akan bangkit kembali dan menstabilkan perekonomian. Akan tetapi, anggaran pemasaran akan tertinggal seperti yang selalu terjadi karena kehati-hatian yang dilakukan perusahaan selama dan setelah periode resesi. Agensi dan penerbit yang menyediakan solusi di bagian bawah saluran pembelian saat ini akan melindungi diri mereka sendiri dan memposisikan perusahaan mereka untuk berkembang ketika ekonomi kembali ke kekuatan penuh.
