Post by account_disabled on Mar 11, 2024 4:20:19 GMT
The spread of the pandemic is having a profound impact not only on the lives of individuals, but also on corporate organizations. Both those belonging to sectors that will be negatively affected and those that will benefit from it. Are mandatory shutdowns and working from home sowing the seeds for a new way of doing business or will they remain just an indigestible parenthesis? And will marketing, the subject of this little public notebook of mine, be strengthened or weakened? Having had the opportunity to chat with the CMOs of various companies, I tried to draw a matrix of the different approaches to marketing and communication that can be had during emergencies.
The media scenario: hyperconnection and entertainment The forced stay India Mobile Number Data within the home has increased the time spent in front of the TV and the desktop. At the same time, the opportunities for listening to the radio and using mobile devices have decreased (when at home you use them connected to WiFi). In Italy , Internet traffic has grown by up to 40% and is mainly directed towards information sites , social media (+30%), instant messaging, videos (especially live streaming) and games. We have entered a dimension of hyperconnection, in which the demand and supply of entertainment reach new levels of intensity. In this scenario, 45% of companies will cut marketing activities , 49% will reduce investments in advertising, 33% will postpone the launch of new products.
Events and Out of Home will certainly pay the price, but also the press and TV. The emergency marketing matrix To describe the impact of the Coronavirus on companies I try to use a two-dimensional matrix, one to represent the psychological state of management (from the fear that produces various degrees of paralysis to slowed down dynamism) and the other to indicate the approach to marketing, the result of corporate culture and the propensity for innovation (from organizations that are anchored to more traditional behavior up to those more inclined towards experimentation). the marketing matrix for emergencies and crises scared companies : these are those that experience the arrival of the virus as a trauma, regardless of the real impact on turnover. Their culture is more static and the investment in marketing is traditional. At this moment, fear can turn into paralysis for them.
The media scenario: hyperconnection and entertainment The forced stay India Mobile Number Data within the home has increased the time spent in front of the TV and the desktop. At the same time, the opportunities for listening to the radio and using mobile devices have decreased (when at home you use them connected to WiFi). In Italy , Internet traffic has grown by up to 40% and is mainly directed towards information sites , social media (+30%), instant messaging, videos (especially live streaming) and games. We have entered a dimension of hyperconnection, in which the demand and supply of entertainment reach new levels of intensity. In this scenario, 45% of companies will cut marketing activities , 49% will reduce investments in advertising, 33% will postpone the launch of new products.
Events and Out of Home will certainly pay the price, but also the press and TV. The emergency marketing matrix To describe the impact of the Coronavirus on companies I try to use a two-dimensional matrix, one to represent the psychological state of management (from the fear that produces various degrees of paralysis to slowed down dynamism) and the other to indicate the approach to marketing, the result of corporate culture and the propensity for innovation (from organizations that are anchored to more traditional behavior up to those more inclined towards experimentation). the marketing matrix for emergencies and crises scared companies : these are those that experience the arrival of the virus as a trauma, regardless of the real impact on turnover. Their culture is more static and the investment in marketing is traditional. At this moment, fear can turn into paralysis for them.