If Covid-19 has taught us anything, it’s that adaptability is needed not just to thrive, but also to survive. This has certainly been true in business, where the mettle of marketers has been thoroughly tested since the start of the pandemic, writes NICOLE GREENFIELD-SMITH.
Nicole Greenfield-Smith
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TUNING IN TO THE MOOD OF THE NATION The Covid-19 crisis created a distinct need for enhanced social awareness, as advertisers were required to tune in sensitively to the emotional state of the nation. Marketers quickly had to assess the appropriateness of their messaging as the world turned upside down – and kept on changing. Tone became a critical factor and many marketers talked about the pressure of empathetically reflecting the national mood.
themediaonline.co.za
08.04.21 11:42
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Adapting to adversity
ovid-19 necessitated change at breakneck speed for brands. Priorities shifted, consumers began to behave – and feel – differently, and marketing strategies had to turn on a penny to accommodate the state of flux brought about by various lockdowns. To delve into this further, Thinkbox – the UK marketing body for TV advertising – commissioned Work Research to explore what the Covid-19 crisis really meant for marketers. At the end of 2020 they conducted interviews with 12 senior clients, who reflected on the pandemic’s impact on their businesses, and revealed their perspectives on what changes they foresaw in their approach to marketing throughout 2021 and beyond. Six clear themes emerged from the research (there’s also a short film summarising each theme, which you can you view at www.thinkbox.tv).
