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POWERSHIFT MARKETING THIS WEEK

April 28, 2020

THIS WEEK AT HOME – As many of us continue to shelter at home, here are a few more marketing tips and research thoughts. As always, contact me if you have any questions or topics you would like me to cover.

GOOD TIME FOR RESEARCH?

It may seem counterintuitive, but this is a great time to do online research. People are home, bored, using the internet a lot, and have plenty of time to share their opinions. Here are three more reasons you should be doing research right now:

REMIND PEOPLE YOU ARE ALIVE AND WELL – Let your people know that even during this time of social distancing you are thinking of them… that you care about their safety and look forward to their return.

SHARE A POSITIVE MESSAGE WHEN PEOPLE NEED IT THE MOST – Reassure everyone that even during this period, you are preparing to welcome them back. A survey is a nice way to invite them to tell you more about how you can do a better job of meeting their needs in the future.

STRENGTHEN BRAND LOYALTY – People love to talk about themselves. That is why customer surveys increase engagement and loyalty. By telling people they have value by asking for their opinions is a great way to build your brand.

We are doing several studies right now. We are gaining some great insight into post COVID-19 behavior. Contact me if you would like to explore conducting research. It is cheaper than you think.

ZOOMING IN ON COMPETITION

Family and friends have made Zoom a household word. The video communications firm has seen their usage go from 10 million to 200 million. Yes, they have experienced a host of video quality and security issues (Zoombombing), but their stock price is up 142%. It is no wonder that the elephants in the room have made them a target. Last Friday, Facebook announced a new service called Rooms that would let their 1.6 billion daily users run video gatherings for up to 50 people. Google has added a new viewing option for its Meet service that mimics Zoom’s popular Gallery View (pictures of everyone in the group chat). And Microsoft is adding new video capabilities to its Teams platform. I predict that video connecting will decline a bit once we are open, but it will become a part of our new normal. So, ask your kids how to use it!

THE NATIVES ARE RESTLESS

Native ads are ads that look like stories. I recommend them often to clients. The internet’s two largest content-recommendation firms, Taboola and Outbrain, both generate “promoted stories” and “around the web” sections that appear next to articles and videos online, including sponsored content and native ads. They typically use click baiting headlines like “The Best Way to Stop a Barking Dog (It’s Genius)” and “She Had No Clue Why the Crowd Started Cheering.” The Justice Department is now examining whether a deal to merge the two will hurt competition in a product that generates significant revenue to publishers and ads that marketers use because they have a much higher click thru rate than banner ads. Stay tuned. The world of native ads is about to change dramatically.

NOT IN THE SAME BOAT

Its popular today for COVID-19 marketing to echo the message, “We all in the same boat.” Not true. Yes, we are in the same storm, but every boat is different. If you are a retiree, your boat is pretty much the same as it was before the lock down (assuming you have time for your portfolio to bounce back). If you are in the 1% boat, you are fine too. America’s billionaires have increased their wealth in less than a month by $282 billion. But if you are in the lower-income boat, PEW Research reports that roughly half in this boat report that they or someone in their household has lost a job or taken a pay cut, compared with 43% of all U.S. adults. And only 23% say they have emergency funds that would keep their lower-income boat afloat for three months. So be kind, there many be a lot of people that are in boats not has shipshape as yours.

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