Turn Up the Marketing Dials Safely During COVID-19
Last year at this time, we were innocently focused on back to school, planning costumes for Halloween, fitting in some continuing education, pumpkin spice everything and starting to think about where we want to celebrate Thanksgiving. We had no idea what kind of disruption was ahead of us.
When COVID-19 hit and states began to lock down last March, workers were homebound and businesses were forced to transform or go bust. In true defense form, many businesses anticipated reduced demand for their products and services, scaled back their marketing budgets, and furloughed staff to future-proof themselves.
What transpired in those days of lockdown was an increased demand for any services and products that supported people in their homes while working from home, educating their children at home – anything and everything involving the home and living in lockdown.
Besides the demand for toilet paper, we saw huge demand for anything at Lowe’s, Menards and Home Depot to improve homes. We saw a huge demand for apparel e-commerce and especially the comfortable clothing they sell. We saw a huge demand for recreational vehicles, RV and campers. We saw a huge demand for furniture, carpet cleaning, duct cleaning – the list goes on. This increased demand meant in many cases there were supply chain delays which still required marketers to scale back marketing spending. As states begin to turn the dials to gradually open up, marketing budgets are gradually increasing.
Business that experienced the most negative effects of COVID-19 were small businesses without e-commerce, such as gift shops, restaurants and bars. These business require a brick and mortar storefront and foot traffic to conduct business. For those that survived the last six months because they were able to quickly transform to meet consumer demand in new ways during lockdown, marketing budgets are gradually increasing.
What is a great way to ease back into marketing your business while still recovering from supply chain issues? Multichannel Direct.
Multichannel Direct:
- A way to target one individual in all channels included in a campaign from a modeled audience we provide with the highest propensity to buy from you.
- It’s a smaller audience than typical multichannel campaigns because we target an individual in all channels you want to include in your campaign, like direct mail, email, display, social, OTT and programmatic audio.
- We use postal, email and MAID (Mobile Ad ID) to match a record in all channels included in the campaign.
- It’s a great way to test channel attribution when all channels are serving impressions to the same people to really see what channel performs the best for you.
When the dials move again to further increase budget, we can help you move to a multichannel approach using the channels we know performed for you from previous campaigns.
Multichannel:
- A way to match individuals to one or more channels included in a campaign from a modeled audience we provide with the highest propensity to buy from you.
- It’s a larger audience than a multichannel direct campaign because we target an individual in at least one channel you want to include in your campaign, like direct mail, email, display, social, OTT and programmatic audio.
- We use postal, email and MAID (Mobile Ad ID) to match a record in at least one channel included in the campaign.
- It’s a great way to serve more possible impressions and allocate a greater budget to channels we know performed for you from previous campaigns.
The great news is that our modeled audiences of customers with a high propensity to buy from you have a proven track record with our clients. In addition, our multichannel matching methods to reach targets in all or in at least one channel are ranked #1 in consumer data by Truth{set}, an independent firm that measures consumer data quality.
If you want to turn up your marketing dial, let’s talk.
