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hremon716
22 feb 2022
In Discusiones generales
Impact of COVID-19 on content marketing: let the data do the talking How COVID-19 has reinforced the importance of content Post-COVID-19 Content Marketing Conclusion We've heard the "content is king" mantra so many times since Bill Gates launched it in his 1996 article. Does this concept still fit with the current COVID-19 situation that is revolutionizing traditional marketing? Also, how is the pandemic impacting the future of content marketing? The drastic socio-economic impact of the crisis has forced companies to readjust their marketing strategies and programs since the start of the coronavirus pandemic. Traditional marketing methodologies and strategies are in the midst of a revolution, which means we cannot ignore the impact COVID-19 can have on content creation and distribution. How is content marketing evolving and what is its future? Will the content always be in the lead? These are the key questions we will try to answer today. Impact of COVID-19 on content marketing: let the data do the talking Here we tell the story backwards. Let's start with the answer: content is king now more than ever. We must go back to analyze this assertion, which is above all based on figures. Data shows that the coronavirus crisis has affected content marketing much less than other sectors. Orbit Media Studios, in collaboration with the Agency Management Institute, surveyed 122 communications agencies just after the first months of the pandemic, including March and June E-Commerce Photo Editing Service 2020. Starting from a general overview, the study points out that only 36% have reported mildly negative COVID-19. impacts on marketing while a minority of 25% considered the effects of the pandemic "very negative". More specifically, if we zoom in on the effects of the crisis on the different branches of marketing, content is one of the least impacted, just above Web Design/Development and Branding. The Content Market Institute's annual research on B2B content marketing also highlights encouraging data: 68% of top performers use content marketing for database building and 83% for lead nurturing activities, and 84% of the most successful content marketing strategies focus on content to build brand loyalty and strengthen the relationship with the audience. However, all 2020 data must become available to get a fuller and deeper picture of the situation based on numbers. In fact, until now, marketers' numbers and opinions have been tied to a progression scenario where the pandemic is still hitting. How COVID-19 has reinforced the importance of content Nevertheless, we can already start drawing first conclusions on how and to what extent the COVID-19 crisis is leaving a mark on content marketing. The relevance and benefit of leveraging content marketing and its power in this critical situation becomes apparent simply by looking at the trends emerging from the first phase. Here, content-complete campaigns hit the mark .
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hremon716
22 feb 2022
In Discusiones generales
During the lockdown, several campaigns focused on brand building . Many brands have tried to bridge the gap by simply trying to remind others that they are there without losing an audience. Burger King used its social campaigns, just like that, through very simple messages burger king covid campaign or by combining the indirect promotion of its products with the message "I stay at home", so that the public can cook familiar dishes. burger king the quarantine whopper The Aperol Spritz campaign also follows this trend. Via Twitter, she invited Internet users to indulge in the famous cocktail recipe at home without having to go to the bar. This initiative emphasized brand awareness while encouraging the community to stay home. covid aperol spritz campaign Source: Aperol Spritz 5. Focus your communications on health and safety Being able to communicate that your customer can safely return to your tables will be essential both when current restrictions are lifted and in the post-COVID-19 future. Personal health will be a top priority, even in the new normal. Trusting the Image Masking Service respect of hygiene and health of restaurants and bars will be decisive in the choices of users. Zomato showed this, pointing to a marked increase in attention to reviews of hygiene conditions in the guide. Companies with high security scores reported a 25% increase in orders placed through the app . Therefore, communicating to customers all the hygiene measures you have put in place has become a must. SMS and social media campaigns to make sure all your customers know your business is safe. 6. Rediscover the importance of the local community Consumers have rediscovered their neighborhoods and what's closest to home due to pandemic mobility restrictions. A greater importance of the local community is also found in the Food & Beverage sector: 28% of Italians buy local and artisanal food products after the confinement, while 38% of consumers say they want to support local businesses in the sector once the past pandemic. more than. If the local community is an integral part of your business, then rediscover its value with a communication strategy designed specifically for this type of audience: send targeted communications to your local customers ; inform them of your schedules, services and promotions, and take back the “old school” flyers with your take-out menu and all the useful details. Conclusion Food and beverage is undoubtedly one of the sectors most at risk among those affected by COVID-19. The restrictions severely limit businesses in both capacity and scope. They are reinventing themselves to react not only to the crisis but also to an unexpected change in consumer habits and preferences. Digitalization of the customer experience; promotions; requests for solidarity and sectoral support; brand awareness ; security, and return to the local dimension are, in our opinion, the 6 keys to surviving the crisis and adapting to the new normality.
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hremon716
22 feb 2022
In Discusiones generales
The Horeca sector, in this second phase of the pandemic, is under pressure from new restrictions on the consumption of food and drinks in public. Between limitations and closures, security measures and undeniable changes in consumption habits, let's now take a look at some tips for dealing with the crisis in a strategic and effective way. Impacts of COVID-19 on the food and beverage sector Coming to the end of this abnormal year, we can say that 2020 will certainly not be remembered by companies in the Food & Beverage sector. The Horeca sector is undoubtedly one of the main victims of this unprecedented crisis. This stems from the first wave of the pandemic, which resulted in total closures imposed last spring. Then there was the adoption of all the hygiene precautions in order to adapt both to the new safety rules in the reopening phase, as well as to this most recent phase of infections. The pandemic is bringing one of the most important sectors to its knees, important not only for the Italian economy but also for the labor market. Over 300,000 businesses and nearly 1.5 million workerswere forced to close their premises and cope using new strategies that were, in some cases, already in place but not really tested. The impacts of the pandemic are not limited to the economic sphere. They also significantly affect society: consumer habits are changing and this will most likely become part of the new normal. In concrete terms, we are witnessing two trends: digitizing Image Masking Service the food, beverage and dining shopping experience with unprecedented growth in demand for take-out and online shopping services . According to Google Trends, the search term "takeout" saw a 285% increase in early March. Additionally, website visits and food delivery apps grew by 39% in Italy. A survey by AlixPartners showed that 34% of Italian consumers ordered their groceries online, either more often or for the first time, and 19% used the in-store pick-up service. 43% of Italians now buy food and drink online. the rediscovery of traditional family cooking , linked on the one hand to a desire to save money and on the other hand to more time spent at home. According to research conducted by AMC Global during the first months of the pandemic, 89% of consumers believe that cooking costs less while 40% intend to reduce their budget and save on food consumption. Overall, 43% of Italians are cooking at home more often now than before the lockdown. We have tried to share a series of good practices for the Horeca sector to respond to the crisis . The most effective campaigns of the first lockdown inspired us. Here are our 6 tips to readjust your digital strategy.
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