Running Effective Ads During COVID-19
The rules of the e-commerce game are changing.
Savvy online retailers need to update their marketing playbook. Right now, smaller businesses with local supply networks are advantageously positioned to scale their online sales and reach new audiences.
Here are four trends we’re seeing in paid media:
Four trends in paid media during the pandemic
Cut and paste messaging. The social media space is abundant with pandemic-centric copy. How many times have you been ensured by an ad that we’ll “get through this together” or “navigate the new normal during these unprecedented times”? Repeat messaging is prone to fatigue, and COVID-oriented copy that may have had early success will not see the same return now.
Accelerated adoption of e-commerce. Prior to the COVID-19 outbreak, online ads were a nice-to-have rather than a necessity. As consumers forgo physical shopping for digital alternatives, economists are seeing a widespread adoption of e-commerce behaviours such as online grocery shopping, previously projected to grow over three or four years, in only a matter of months.
Mom and pop stores break digital ground. Local businesses without a digital sales strategy prior to the pandemic are getting established in the e-commerce space and discovering audiences beyond their pre-pandemic local reach. Meanwhile, big box retailers face disruptions to online sales as slowed exports of Chinese goods ripple through the global supply chain.
Profiteering off of valuable resources. Profiting from panic and fear is not only a bad moral practice, but an unsustainable business practice. Times of societal duress are not an opportunity to exploit consumers for financial gain, but rather, a call to create supply for essential goods where consumers express a need. Supply, not exploit.
E-Commerce opportunities in the new normal
The rapid widespread adoption of e-commerce solutions in the past few months heralds an evolution of consumer behaviour and online shopping. Optimizing your paid social strategy and building a robust sales funnel will be paramount to your business’ longevity in the market as it settles into an equilibrium.
Poise your online sales strategy to drive online sales with these tactics:
1. Experiment with new ways to communicate your brand story.
CPMs are low during the pandemic, meaning that you’ll have more wiggle room to try out ad concepts in your agile ad campaigns. Canadian grocery giant No Frills released their debut rap single early last month, while NYC fast casual chain Junzi launched Instagram cook-a-longs in March to pair with meal kits from their online menu.
2. Distinguish your brand without sensationalist ad messaging.
The coronavirus pandemic is already the backdrop of our global dialogue. Ditch the repetitive pandemic-centric copy, pivot your ad content back towards your brand story, and tell your audiences why your product is worth investing in.
3. Anything can be shipped directly to consumers.
Shipping home decor, bulky kitchen appliances, and other items that traditionally wouldn’t be shipped directly to homes is now a viable option. While Endy championed the DTC model for mattresses, products of any size are fair game in the post-pandemic e-Commerce scene.
4. Expand your online reach by targeting new audiences.
Seize the opportunity to explore regional analytics and test demographics you haven’t yet reached while CPMs are low. The disruption in the global marketplace has left a vacuum of foreign-made goods in North America, meaning that businesses with local trade networks are favourably positioned for e-commerce success.
How to diagnose and fix ad fatigue
Ad fatigue is inevitable with traditional campaign management. Keep your ads fresh by running agile campaigns. Read more→
Positioning your brand for scalable growth
Take advantage of the record low CPMs to test new ideas for ads and target audiences previously beyond your geographic reach. Now’s the time to rethink your sales funnel and upgrade your paid ads strategy to scale your online sales.
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