Advertising strategies for the SMEs after the pandemic

We are witnessing a change in consumer behavior. People are spending much more time online, leading to an increase in digital adoption and e-commerce. Time spent with various media channels has increased during the pandemic, shifting to a greater focus on in-home channels versus out-of-home ones.

It makes little sense for advertisers to spend money on media that have no audience. Smart businesses have adjusted their advertising spend to match the shift in consumer behavior. When lockdown measures became enforced around the world, out-of-home, print, and cinema advertising shrank almost instantly.

Meanwhile, in-home media usage has increased. TV viewership has climbed, with digital consumption increasing even more. The use of social platforms and streaming services has risen almost everywhere, and gaming has also grown.

Advertisers have adapted to this shift by following their consumers’ responses and prioritizing digital advertising. The online environment is favorable for “direct response” campaigns that encourage quick purchases and is an attractive proposition for brands spending cautiously and looking to drive sales. These campaigns have been very successful and even helped companies like Google and Facebook to exceed their first-quarter revenues.

However, changing the focus also means changing the message. The pandemic has caused advertisers to rethink the type of campaigns they should run. Data from the International Advertising Bureau (IAB) shows that 73% of advertisers have modified or developed new assets since the start of the pandemic. Over half of these advertisers also increased messaging that emphasizes the mission of the company as well.

Even though digital advertising is crucial for most businesses, the average number of digital platforms used for advertising is still only 1.3 per company. Many companies pointed to cost, relevance, and a lack of knowledge as barriers preventing them from advertising digitally. As a result, IAB recommends providing SMEs with more guidance on how to use search and online display advertising since only one in five SMEs have used online display advertising in the past year.

Sweet Tips from Ally

Keep these tips in mind as you advertise during and after the pandemic:

1. Depending on your company, make sure to prioritize digital advertising
2. Build your online brand awareness
3. Don’t stop advertising!
4. Stay positive