Businesses have reacted to the coronavirus crisis, in general, by cutting their investment in advertising. The economic uncertainty of what will happen in the future, the fear of choosing the wrong messages to launch and the actual budget readjustments that are taking place have already marked decision-making and have pushed towards an advertising ‘eclipse’. This occurs despite the fact that consumers do want to continue listening to brands and receiving their messages. An overwhelming majority believe that brands should continue to advertise.Studies have made it completely clear. One of Kantar pointed out in March that brands should not suspend their advertising , since consumers expected those messages. Only 8% believed that advertising campaigns should be paused.

Of that overwhelming majority, 75% expected brands to inform them what they were doing Sao Tome and Principe Email List and 50% that they should maintain their tone and a certain normality.The Unruly study is positioned in the same direction, which also, starting in this case with an American sample, has studied what consumers expect in terms of advertising. What is clear is that brands must continue to advertise: citizens expect it.The Unruly data is even more conclusive. In their sample, only 2% of respondents believe that brands and companies should pause their ads during the covid-19 crisis. Consumers believe that ads should continue, although they should not continue in the same way that they always did. 96% say that the content must change: it must adapt to the situation in which the market finds itself.What topics should these brand content and advertisements feature? Here the conclusions are less decisive and the data are based on much lower percentages.

The clearest point, the one that gets the most support, is the content that shows how brands are supporting their workers and customers. 22% believe that this is the best way to advertise during these dates. It is followed, very closely, by launching positive messages about the coronavirus. This is what 21% of those surveyed expect.Behind that are those who expect positive or fun content to act as a distraction from reality and those who want the ads to create a certain sense of continuity and normalcy. Both points achieve a support of 17%.The list is completed with those who do not believe that the content should be about the coronavirus (7%), those who believe that they should not change their ads and content (4%) and those who expect them to show their support for good causes (5%).

The emotions they generate Consumers are not only clear about what content they prefer, but also what emotions they expect it to generate. In general, it could be said that positive emotions prevail and those that function as a kind of corrective against the situation in which they live.Thus, 49% of those surveyed hope that brand content will make them feel informed. 33% want to be inspired and 37% to make them feel happy and warm. They are the dominant emotions.Behind them are those who hope they are amused (18%). They also want to be impressed (12%), proud (another 12%), and nostalgic (10%).

Leave a Reply

Your email address will not be published. Required fields are marked *