State of Branding Report: COVID-19 Edition
300+ brand professionals have their say on the impact of COVID-19
Approximately one month after the WHO declared COVID-19 a global pandemic, we surveyed 300+ brand professionals to better understand how organizations are approaching the radical changes to business-as-usual brought about by COVID-19. We’ve compiled the results within our newly-released State of Branding Report: COVID-19 Edition, which you can view via the link below. Here are some of the highlights.
59% feel that the need to work remotely has only had a “small impact” or “no impact at all” on team productivity
57% believe COVID-19 will have a lasting impact on their brand/marketing efforts, but it won’t be transformative
36% of those surveyed have actually increased their output of marketing campaigns since the COVID-19 outbreak
“One month into the COVID-19 pandemic, this snapshot finds the creative and branding community transitioning relatively smoothly to the radically different work environment, with a focus on updating messaging and campaigns for the new market reality rather than completely reinventing their brands.” — Andrew Hally, Chief Marketing Officer at Bynder
Accelerating e-commerce – The fast changing trends in Africa
What innovation can consumers expect from the country’s retailers and start-ups? A practical examination of how companies and individuals are adapting during the pandemic in order to reshape South African business. Businesses are in a push to innovate and stay relevant to their customers. While some companies are thriving, others are barely surviving; what will retailing look like in a post-COVID-19 world, and how will industries pivot today to outlast the pandemic? In this free interactive webinar, a senior panel of industry experts will provide insight into how quickly the E-commerce sector is evolving and how it could play a key part in economic recovery across Africa. Webinar talking points: Current E-commerce trends and predictions for a post-Covid-19 economy. Will online sales thrive since barriers to entry have been mitigated, and which sectors stand to gain the most when looking to the future? How are retailers innovating? Are they meeting demand, and is the silver lining, pushing the envelope in last-mile delivery? Supply-chain is likely to be permanently altered. What is the outlook on warehousing, logistics, and cross-border trade to meet shopping demands? How is Omni-channel adapting and how can brick and mortar businesses move online to claw back sales?
How Do You Tik Tok?
Its the platform that has the world buzzing, but is it all buzz or can businesses leverage the app/platform and drive business growth? The second most downloaded app in 2019 and the most downloaded app in March 2020 and well on course to be the most used social media app globally by June 2020.
But how exactly can a business leverage the audience on the platform? And how do you even use the platform? Social Media Examiner has put together a little guide to get businesses started on using the platform and making the most of the cool effects available to users.
The full how to step by step guide can be found [here].
Diageo halts ‘ineffective’ ad spend due to coronavirus
Despite the global rise in drinking at home, the drinks giant are being hit with a massive decline in on-consumption trade. In Europe, the on-trade accounts for approximately 50% of Diageo’s European net sales, although the size of the channel varies significantly between individual countries. It is also unclear if the pick up in the off-trade will be sustained.
Read the full article [here] as Marketing Week expands on how Diageo is reallocating resources across the group “as part of mitigation measures” as the on-trade is hit by lockdowns.
Stats roundup: coronavirus impact on marketing, ecommerce & advertising – by Nikki Gilliand and Lizzy Hillier
In this stats roundup Nikki and Lizzy aim to help Marketers understand which stats are most pertinent to jobs and industries. Looking at stats from ad revenue, ecommerce usage, grocery spending, TV viewership and social messaging.
Read the full round-up [here]
What Is Your Brand’s Responsibility to Content Now? – by Robert Rose
In this week’s Content Marketing Institutes weekly wrap up podcast, Robert Rose discusses brand content responsibilities during the COVID19 pandemic.
In the podcast Robert gives his take on an article that suggests consumers don’t trust digital marketing, the article covers a new report on consumer trust in digital marketing from LWPP media arm GroupM based on a survey of 14,000 consumers in 23 countries.
Among the findings:
- More than half (56%) of those surveyed want more control over their data.
- 60% surveyed said they’re less inclined to use a product if the brand uses their data for any purpose.
- By a margin of 2-1, more consumers say TV ads provide a more positive impression of brands than digital formats.
- 37% of consumers surveyed feel digital ads are too intrusive.
The main theme of the wrap up centers around the mass of content that is being consumed with so many people at home, so how can brands leverage this to inform or sell? Brands already have been perceived as being on both the right and the wrong side of content creation. Find the full podcast and article [here]