It feels as though every consumer product has hit that "oh sh*t" moment, realizing brick and mortar has come to a screeching halt. No one in stores - with many brands exposed at 75% of revenue in-store vs. online. If before wasn't the panic time for those trying to figure out a digital strategy, it sure has now.
Many believe that consumers are fundamentally changing behavior as they are forced to shelter in place for months on end. Blue Apron back in vogue? Amazon crushing it like always? Zoom technologies the way of the future?
As a result of consumer brands hitting the panic button, my digital media has been FLOODED. Posts and emails about response to the COVID-19, online sales and specials to encourage buying amidst recession fears, etc. Post after post after post. How much is too much? When all of these brands flood my social media with every special imaginable, I tend to feel overwhelmed and stop looking.
It seems to me only brands with true sticking power and value (patagonia, yeti, apple, starbucks) will be able to persist through this turbulent times.
The impact of covid-19 seems to permanently shift how consumers and marketers alike approach their long term strategy. I would love to seen conversion metrics on digital ads during this time...Is it boosted because people are on their phones 24x7 or hurt because of the overwhelming nature of so many posts?
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