The lockdown is prompting advertisers to revisit their strategy and also to modify their method of targeting their audiences. Video is more compelling than ever, as a medium of communication. People are spending more time consuming online video content day by day. It is now crucial for brands to better understand their audiences so that advertisers can leverage the visual medium.
How Brands are Engaging with Customers amid Lockdown
There is an increased frequency in online video consumption and people have also extended the range of their viewing preferences. On-demand consumption has witnessed a monumental shift. People are turning to online videos for entertainment as well as information. This is why brands need to incorporate online videos in various formats and at different stages in their communication strategy. Research has indicated that people are taking action after watching several learning videos online (with YouTube being the most common channel).
Online videos are efficient and convenient to use for customers. Advertisers can reach their audiences easily with this attractive, versatile, and shareable medium. Online videos boost social sharing; they build trust and credibility; they are a significant addition to the brands’ email marketing campaigns; they augment conversion rates, and they have far greater visibility on search engines than text or audio.
People’s behaviors keep shifting according to the changing circumstances. This is why brands need to be prepared to modify their marketing strategy. Consumer identity is paramount during present times. Brands need to correctly identify the people engaging with them in order to build long term relationships.
The current COVID-19 crisis has presented an opportunity for the brands for meeting the unique requirements of their customers along with serving communities. Most brands are choosing to present consumers meeting specific criteria with gated offers (including special discounts). The most obvious deserved recipients of most of these gated offers are the first responders, educators, and medical professionals.
Significance of Consumer Identity during Present Times
Brands need a mechanism in place for identifying these deserving consumers as well as for verifying those identities. The identifying markers generally include consumers’ names, street addresses, online profiles, email addresses as well as their chosen digital and offline channels. Most businesses make use of an external identity solutions provider that provides identity and support services. The businesses need to make sure that the solutions provider they choose is strictly adhering to the data compliance and privacy regulations. In turn, the provider needs to standardize and enhance the customer data as and when required. All this is essential for the brand messaging to reach the consumers for it to and make sense to them.