The Importance of Advertising
Photo: Simon Launay
The long-standing perception has always been that any form of advertising is a no-no in a crisis. But while survival is of the utmost priority for many companies, thriving is a long-term game – and adversity often presents opportunities for brands to test, learn and innovate. From selling ‘with heart’ to choosing trusted publishers and/or publications, there are benefits to reap from #newnorm ways of advertising.
Heart Sell
In times of uncertainty, value is everything, as consumers re-evaluate their spending and look to brands that align with their ethos. It is therefore important for brands to focus on serving rather than selling. Good content is able to tell great stories to consumers and ensure the message is delivered the right way. Audi, for example, has shifted its marketing away from hard-selling its cars, to connecting to consumers on a human level – from virtual car drives to priority vehicle servicing for essential workers.
‘Normal’ Advertising
In some cases, brands perceived as taking advantage of the situation or appearing tone deaf do face backlash – but market research indicates that consumers are much more open than we give them credit for. A recent study by Global Web Index (GWI) found that 52% of American consumers approve of ‘normal’ ad campaigns, namely ads that have nothing to do with the pandemic – a finding that is mirrored in Southeast Asia.
Choose Trusted Publishers
In the race to expand audience reach and maximise engagement, it can be difficult for brands to navigate a minefield littered with breaking news and misinformation. This is why trusted media platforms are important, as they amplify the message to reach audiences in an authentic and relevant manner. A GWI study found a majority of those surveyed appreciate light-hearted and humorous content from brands, especially brands they trust.
Trusted publications, such as Priority and Priority Digital, research the latest trends that are of interest to their readers and turn them content that’s relevant to newly discerning customers. We have different packages that tap on different platforms to help you achieve your purpose.
