This E-book highlights the benefits of targeting the household in these Corona-times where “Home Is King”
The upheaval has been immense. In less than a week our home and work routines have been upended, and everyone is scrambling to adapt.
Online is King
One of the hardest aspects of self-isolation is keeping the household well-stocked.
To begin with, most families eat one, if not two, meals outside of the home each day.
With everyone home, supplies are depleted more quickly, yet many local stores are closed or have been picked over by panicked shoppers (for some unfathomable reason, much of the world is convinced that COVID-19 has put an end to the production of toilet paper!). Empty shelves are a fact of life.
For many, online retail has been the only option. According to Digital Commerce 360, “Online sales have increased 52% compared with the same time frame a year ago, and the number of online shoppers has increased 8.8% since the coronavirus began.”
Digital has also been instrumental in keeping us sane. Over the past few days, we’ve seen many creative ways people are leveraging social media to keep us entertained and engaged as we self-isolate, including Twitter-based film clubs and Big Kitchen Disco. School musicals have been moved to YouTube (and have found much bigger audiences). It’s difficult not to be awed by the ingenuity of humankind armed with a device and internet connection.
Of course, the online world will always have nefarious players.
Today we see quacks selling bogus cures for coronavirus and other hoaxes while others peddle conspiracy theories, like COVID-19 was made as an attempt to force vaccines on us.
Accredited news media has never been more important, and it’s a role they’re stepping up to with aplomb.
For instance, newspapers like The New York Times, The Guardian, Le Monde, Die Welt, allow free access to all of its coronavirus coverage.
Social scientists and marketers alike understand just how much people are creatures of habit. We shop at certain stores and favor specific brands because that’s what we’ve always done. But COVID-19 driven restrictions are forcing us to change, opening up a rare opportunity for brands to win new customers.
The target audience implications
Just when marketers need to advertise the most they’re finding the tools they relied on -behavioral, intent and in-market targeting – are no longer relevant. Why?
To begin with, consumer behavior has changed dramatically. We’re checking news sites much more frequently to keep up-to-date with the pandemic.
Additionally, household characteristics cover the entire market, allowing you to get your message to all people who are home isolating and consequently open to forming new shopping habits.
Division of the Internet for better targeting
Saving the Value Chain
Stanford University economist Paul Romer once remarked, “a crisis is a terrible thing to waste.” Every crisis presents an opportunity for people, brands, and organizations to learn and grow. The COVID-19 crisis has been fast and brutal, bringing entire industries like travel, hospitality, and cruise lines to a screeching halt. Others, such as restaurants, bars, and live entertainment have been extremely curtailed.
Focus right now is on saving the value chain, which means finding creative ways to keep your business afloat as we weather the storm, and expanding your customer base. Those that will survive and thrive are the companies that invest in marketing and advertising and find innovative ways to service and entertain their customers online.