As agências e os editores enfrentarão uma mudança de paradigma nos próximos meses, à medida que as prioridades de marketing se realinharem à luz do surto do novo coronavírus (COVID-19). Os anunciantes exigirão que seus parceiros de mídia, daqui para frente, gerem valor na parte inferior do funil de compra.
A velocidade com que os planos de marketing serão alterados poderá pegar muitas empresas desprevenidas nos próximos meses. Muitas agências e editoras já estão administrando cortes nos orçamentos de publicidade devido aos esforços para desacelerar a disseminação da COVID-19, como o cancelamento de temporadas esportivas ou o adiamento das Olimpíadas. Mas as consequências econômicas das medidas de distanciamento social e das restrições de vida provavelmente alterarão o foco dos profissionais de marketing no futuro próximo
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.
Porém, com muitas empresas se sentindo prejudicadas, elas procurarão cada vez mais que suas agências e fornecedores comprovem o valor na parte inferior do funil de compras. Uma mudança semelhante ocorreu durante a Grande Recessão, quando novas plataformas de tecnologia de anúncios forneceram métricas de front-end e back-end. Isso permitiu que os profissionais de marketing afirmassem que seus orçamentos de publicidade estavam mais bem direcionados para atingir consumidores relevantes.
Os fornecedores que ofereciam esses tipos de soluções foram lançados durante a Grande Recessão ou seus recursos de segmentação despertaram o interesse dos profissionais de marketing devido à necessidade de aumentar os orçamentos de publicidade menores. Considere a evolução de várias ofertas de nicho que se tornaram populares durante essa época:
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.
As agências e editoras que se adaptarem rapidamente estarão mais bem preparadas no curto prazo quando surgirem oportunidades. Aqui estão cinco estratégias que os gerentes podem executar para posicionar melhor suas empresas:
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.
Como ocorreu durante as recessões anteriores, os gastos do consumidor se recuperarão e estabilizarão a economia. Os orçamentos de marketing, entretanto, ficarão para trás, como sempre acontece, dada a cautela que as empresas adotam durante e após os períodos de recessão. As agências e os editores que fornecerem soluções para o fundo do funil de compras hoje se protegerão e posicionarão suas empresas para prosperar quando a economia voltar a se fortalecer totalmente.
