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How to Navigate COVID-19’s Media Shift

Apr 24, 2020

The spread of COVID-19 is having a major impact across all industries in San Antonio and across the globe. While we have not experienced a crisis exactly like the coronavirus in recent history, we have persevered through other crises that led to heightened levels of anxiety.

Noisy Trumpet understands the situation companies are in during these unprecedented, uncertain times. The marketplace has changed dramatically and consumer behaviors are evolving. During this crisis, Noisy Trumpet is helping clients navigate the changing marketplace and continue to connect with their target audiences through a variety of digital marketing and PR tactics so that they can continue to thrive despite “the new normal.”

Consumer Behaviors and Media is Shifting; Your Marketing Strategy Should Too

With much of the workforce now working from home, there have been major changes in media consumption habits. People are spending more time on digital channels than ever before. These changes include:

A 200% increase in Connected TV (CTV) consumption since March 1st, 2020.
80% of consumers say they consume more content since the outbreak.
60% of consumers who are staying indoors are also watching films, news, and general programming via connected devices.
Audiences at home are consuming media at a 60% higher rate.
44% of consumers say they are spending longer time on social media.
There has been an 18% increase in total ad call volume compared to March 2019.
Email open rates have risen by up to 25% week-on-week in retail.
CTV news viewership has increased nearly 50% since the outbreak began.

This change in media consumption presents a unique opportunity to tap into digital marketing and PR tactics while users’ attention is captured. From PR campaigns and content creation to social media and digital advertising, Noisy Trumpet specializes in creating powerful marketing solutions that drive results for our clients. We are monitoring these changing trends to help our clients create a road map to success.

To help your company navigate through these challenging times, below are five tips to incorporate into your marketing strategy in light of COVID-19.

1. Stay Positive

For many of us, this is a time of unease with the coronavirus and news changing rapidly. It is important to stay positive, not just for your own wellbeing but also for your brand. Brands who continue to be a resource and produce positive content are able to cultivate loyal customers. This crisis will end, and when it does, it is important that consumers see your brand as one that was present and supportive during the difficult times. Be honest and genuine in your communication. Highlight your community presence – more than ever consumers want to purchase from philanthropic companies who are giving back to their communities.

Noisy Trumpet supports the San Antonio Food Bank

2. Keep your Brand Presence

Some companies may feel the pull of economic pressures and decide to cut their marketing and communications budgets. This is unfortunate since now more than ever, audiences are house-bound and consuming media at rapid rates. Even if you have to pivot your messaging from earlier plans, keep up your brand presence across all channels and mediums.

Influencer Marketing Hub surveyed 35,000 consumers about their views on brands advertising through the COVID-19 crisis. Only 8% thought brands should stop advertising. However, your messaging should pivot with the changing times. Re-brand materials with a softer, more positive message that shows your connection to the community. 75% of consumers think brands should inform people of what they’re doing, but keep in mind 74% think companies should not exploit the situation. Use this time to strengthen brand awareness by providing your community with online resources and content. Ignite genuine conversations with your consumers. We’re seeing clients support their consumers by sending personalized video messages, providing at-home workouts, and much more – even if it doesn’t contribute to the bottom line right now. When this time is over, consumers will remember the brands that sustained communication and showed empathy during this difficult time.

Noisy Trumpet assists SA YES in providing resources for at-home learning

3. Think Outside the Box

Social behaviors have changed and right now that is ok. Because large gatherings and special events are not possible, we have seen cancelations of major events such as South by Southwest, nonprofit galas, and even the postponing of the 2020 Tokyo Olympic Games. These cancelations can be devastating to the organizers and attendees alike. We encourage organizers to think outside the box and find ways to keep your audience connected. If customers can’t come to you, bring your service or product to them digitally. Rely on digital marketing to help create an online alternative that will engage your customer base and keep your company on the forefront. This could include tactics like leaning more heavily on e-commerce storefronts and virtual events.

During this crisis, Noisy Trumpet has been able to help one of our nonprofit clients shift from a 1,000-guest gala to an online auction. The nonprofit depends on donations raised at their annual event to support their operating budget for the rest of the year. Through digital marketing, Noisy Trumpet was able to promote the online auction and secure over 90% of the donations they typically receive at their in-person event – at significantly less cost to them.

Noisy Trumpet helped transition San Antonio Sport’s Hall of Fame Tribute to an Online Mega Auction

4. Email and Post it – Engage your Audience

The cadence of consumer lives has changed. In the past, digital research could tell you the best days and times to send certain correspondence. Since the COVID-19 outbreak, consumers’ days are not as scheduled – people are checking emails and social media accounts at all hours of the day. We encourage companies to continue sending e-blasts and keep customers engaged. People have more time on their hands right now and email open rates have increased up to 25%, with daily email open rates generally increasing by 5-10% each week.

Social platforms such as Facebook, Instagram, and Twitter have seen a rise in usage as well. People are using social media to help them stay connected with family and friends, get news updates, and consume entertainment. Viewership is at an all-time high and yet, according to Influencer Marketing Hub, 74% of brands are posting less on their company’s social accounts. Don’t hesitate to engage your audience on social media! Post relevant information, use video and make it personal. Involve your audience in polls, highlight the best local take-out, or ways you are paying it forward.

Now more than ever, your audience wants to see that we are all living a shared experience. They have the time to read your emails and content so email and post it.

Noisy Trumpet supports Olympia Hills Golf & Event Center’s Family Meals To-Go

5. Now is the Time

If your company has not yet taken the leap into the digital field, now is the time.

Audience and attention rates are at an all-time high. Time online – including online shopping – is increasing. Now is the time to help users find your products and services and to choose your company over competitors by getting your name out there. But you can’t do that if your social presence is lacking or your website is hard to find, outdated, or nonexistent.

If you have a digital presence, now is the time to step up your marketing efforts.

Remind consumers why your product and services are still relevant and needed. Even though times are constantly changing, your business is still important and your customers are restless at home. Keep up your SEO strategy by continuing to post relevant content. When normalcy resumes you want to make sure you are still at the top of Google’s SERPs. Take it a step further and do an SEO audit to make sure your strategy is still applicable.

Talk to your agency about expanding to newer advertising options like Connected TV (CTV) and Over-the-Top (OTT). CTV and OTT provide users a different way to watch TV across multiple types of screens with no cable or satellite subscription required (like Apple TV, Roku etc.). Currently, consumers are seeking digital entertainment options and streaming services. From March 16th through the 22nd, viewers spent about 40% more time streaming both ad-supported and subscription TV compared to the previous week, according to data from Vizio Inc. CTV and OTT are able to align your brand with a highly engaged audience based on their consumption habits.

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