Unprecedented times like these bring massive challenges. Yet even during a crisis like the novel coronavirus (COVID-19) pandemic, businesses need to consider strategic plans and continue to invest in their brands. While sales may be down, it’s important to maintain—or increase—your share of the market. Continuing to invest in advertising will help set your company up for success when life eventually settles into a new normal.
Marketers also have the unique opportunity to increase their share of voice as others are cutting campaigns. Budget cuts are reducing spend for many marketing tactics by 40% or more, even though TV consumption in the U.S. was up by 29% through the month of March and adults are spending 70% more time on their smartphones.
为了帮助营销人员在这一颠覆性时期制定明智的广告战略，并更好地定位其品牌以抢占市场份额和话语权，他们必须考虑以下五点：
1. Don’t cut (all) spending on advertising.
削减广告预算，直到情况稳定下来，这在当前很有诱惑力，但对大多数公司而言，这实际上会产生负面的下游影响。不要落在后面。
根据尼尔森（Nielsen）的定制分析，平均而言，品牌在一年后会实现其营销努力的 47%。这意味着，未来几个月减少广告投放可能会对秋季及以后产生重大影响。此外，当品牌再次加大营销力度时，现在停止投放广告的品牌发出的信息可能会降低效果，从而可能降低长期销售额。
2.利用不断变化的媒体消费习惯。
随着大多数人开始某种形式的居家生活，媒体消费也在发生着动态变化。从未有如此多的人突然改变他们的日常工作和个人生活习惯。
In general, overall media consumption is going up, increasing a brand’s opportunity to create meaningful, loyal and long-lasting relationships with consumers. In mid-March, total use of television in the U.S. was up 18% compared with early March. During that same time (March 13 to 31), daily app usage increased significantly as COVID-19 spread across the U.S. compared with the first two-and-a half months of this year (Jan. 1 to March 12).
面对所有这些变化，品牌有机会重新评估其传统媒体渠道，识别目标市场的媒体消费变化，并做出相应调整。
3.立即获取广告价值。
It’s always good to land bargains when you can. And with all the disruption that the COVID-19 outbreak has brought, CPM has declined in many segments, reducing the cost to engage with new audiences. If you continue to invest in advertising when CPM rates are lower, it can lead to higher returns in the long run while reaching new markets today.
4.考虑改变战略和信息传递。
很少有公司能继续沿用几个月前的广告和营销计划。COVID-19 颠覆了广告内容，改变了品牌的信息传递和广告策略。从 3 月 16 日到 3 月 23 日，提及该流行病的广告增加了一倍。
For brands, it’s critical to be seen as a source of stability during these times and to emphasize how they are assisting customers in riding out this storm. Brand messaging pivots fall into one of a few core themes: charitable relief, frontline assistance, reinforcing public health messages, promoting a new advantage and digital reinvention.
寻找新的品牌信息传播方式可以帮助你保持知名度，弥合新常态下的差距，并帮助你留住客户。
5.现在比以往任何时候都更需要利用分析。
In the current environment, using analytics is important to ensure you’re deploying every dollar effectively. According to Nielsen’s long-term effect model benchmarks, having the right data, methodology, insights and activation can lead to, on average, a 7x return on the cost of the analytics program itself.
如今，正确的分析程序需要具有适应性，并同时考虑营销和非营销因素。了解从地方到国家层面对品牌的影响，并预示对库存、供应链和消费者信心的潜在干扰，这些都至关重要。
灵活性也很关键。虽然您必须考虑营销工作的长期影响，但随着环境的不断变化，您也需要快速获得数据，以便采取短期行动并进行日常评估。要想真正最大限度地做出制胜决策，可以考虑使用定制洞察。通过正确的本地品牌和垂直定制，品牌的投资回报率可提高 40%。
机遇在前。你准备好了吗？
寻找新常态意味着即使在急剧变化的环境中，也要为未来的增长做好规划。广告商如果能加倍努力实施营销计划，并致力于渡过难关，就能保持其品牌知名度和市场份额，从而长期保持其在消费者心目中的地位。
This article was originally published on ClickZ.
