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Digital Communication Post Covid

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Slides from the webinar the moment Covid hit (march 2020).

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Digital Communication Post Covid

  1. 1. Digital Communication 
 post 
 COVID - 19 19.09.2019
  2. 2. Trends come and go. I can once again talk about this: AI en ML Robots en drones TikTok Tech backlash
  3. 3. 1. First-party Data 2. Creative & Media Linked up 3. Branding vs. Performance 4. Personalisation vs. Contextualisation 5. Ecosystems 6. From Pre- to Post- 7. Micro in fl uencers 8. Content as a loss leader 9. Pressure on Marcom 10.S-curve of social media I had prepared: 
 10 digital communication trends 3 Follow us for future
  4. 4. 4 But we need to talk about this:
  5. 5. Digital Communication 
 post 
 COVID - 19 19.09.2019
  6. 6. Optimism is a moral duty! 6
  7. 7. ‣ This is a crisis. ‣ Our fi rst priority is with keeping people and society safe. ‣ Let’s fi rst help where we can. ‣ But let’s also help within our expertise - there’s a societal task for marketing in the recession to come. Optimism is a moral duty. 7
  8. 8. 1. 4 phases in this crisis and how to handle marketing. 2. What will have changed after this? 3. How to prepare for the new normal. 4. The S-curve of social media. This is what 
 I want to talk about tonight. 8
  9. 9. This is uncharted territory.
  10. 10. This is uncharted territory. ‣ We’re in a lockdown. Don’t try to fi ght it. ‣ Lots of economic damage - there will be a recession. ‣ But: massive government investments. Rebound will be big. ‣ There will be a ‘new normal’.
  11. 11. 11 4 phases 1
  12. 12. I can see 4 phases: Start of the crisis. Lockdown! During the crisis. The new normal. Get back in the game.
  13. 13. I can see 4 phases: During the crisis. The new normal. Get back in the game. Start of the crisis. Lockdown!
  14. 14. I can see 4 phases: During the crisis. The new normal. Get back in the game. Start of the crisis. Lockdown!
  15. 15. I can see 4 phases: During the crisis. The new normal. Get back in the game. Start of the crisis. Lockdown!
  16. 16. I can see 4 phases: During the crisis. The new normal. Get back in the game. Start of the crisis. Lockdown!
  17. 17. Phase 1 — Start of the crisis - lockdown. 17 ‣ As a brand: if you don’t help, shut up. ‣ Only communicate if you have 
 something to contribute. Be sincere & generous. ‣ Put your marketing on hold these weeks. ‣ Check your automated fl ows! Programmatic buying, e-mail automation… “Blijf in uw kot!” - M. De Block For Belgium: right now. Month of
  18. 18. Phase 2 — Full lockdown 18 ‣ New habits are being formed. ‣ Be present! Not salesy, but positive, connecting. ‣ Use digital channels from trustworthy brands. ‣ Keep your connection with your customers. ‣ Difference in marketing for the coming recession is made here! Starting 2 weeks after lockdown. April/May
  19. 19. 19 Phase 3 — Get back in the game. ‣ Pent-up demand will be fi lled in fi rst: going out for dinner, travel, shopping. ‣ Be present! Activation. Expect temporary shift back to ‘physical’ shopping. ‣ E-commerce players will diminish their online ads > opportunity to catch up! ‣ Recession, yes, but… Lockdown measures slowly being lifted. June-
  20. 20. 20 Phase 4 — The new normal. ‣ Acceleration of digital transformation. Full swing to e-commerce and digital channels. ‣ Invest in e-commerce, D2C, digital channels. ‣ Come back to a sane balance between brand communication and activation (60% - 40%).
  21. 21. 21 What will have changed? 2
  22. 22. What will have changed? 22 ‣ Obviously: e-commerce. New habits. A whole new cohort of customers seeing the ease ánd importance of home delivery. ‣ D2C. Supply chain will be rethought. Make sure you have a direct connection with your customers. ‣ Digital channels. Live streaming. Long video. Gaming. ‣ Distributed selling. Micro-in fl uencers (KOL & KOC). ‣ Coming together in the ‘new’ social platforms: WeChat, TikTok. Follow us for future
  23. 23. 23 How to prepare now 3
  24. 24. 24 1 How to prepare now. Put your marketing on hold these weeks… Check your automated biddings and e-mails!
  25. 25. 25 1 How to prepare now. 2 Prepare for dosed brand messages during lockdown. Stay present. Connect. Put your marketing on hold these weeks… Check your automated biddings and e-mails!
  26. 26. 26 1 How to prepare now. 2 3 Be ready for activation campaigns after lockdown. Especially in speci fi c sectors with pent-up demand. Put your marketing on hold these weeks… Check your automated biddings and e-mails! Prepare for dosed brand messages during lockdown. Stay present. Connect.
  27. 27. 27 1 How to prepare now. 2 3 Be ready for activation campaigns after lockdown. Especially in speci fi c sectors with pent-up demand. 4 Prepare now (while you have time) for the new digital normal. Put your marketing on hold these weeks… Check your automated biddings and e-mails! Prepare for dosed brand messages during lockdown. Stay present. Connect.
  28. 28. 28 Can you make it D2C? Re-evaluate your distribution chain. 1 Prepare now for the new normal.
  29. 29. 29 Can you make it D2C? Re-evaluate your distribution chain. 1 Choose different options: platforms, saas solution, own channel. 2 Prepare now for the new normal. Evaluate your 
 e-commerce options. Follow us for future
  30. 30. 30 Can you make it D2C? Re-evaluate your distribution chain. 1 Evaluate your 
 e-commerce options. 2 Pick your channels based on how close to the sale you want to be. Shift your marketing to trusted news brands. 3 Prepare now for the new normal. Choose different options: platforms, saas solution, own channel. Follow us for future
  31. 31. 31 Can you make it D2C? Re-evaluate your distribution chain. 1 2 Pick your channels based on how close to the sale you want to be. Shift your marketing to trusted news brands. 3 Start charting your KOL - KOC ecosystem. 4 Prepare now for the new normal. Follow us for future Follow us for future Evaluate your 
 e-commerce options. Choose different options: platforms, saas solution, own channel.
  32. 32. 32 Can you make it D2C? Re-evaluate your distribution chain. 1 2 Pick your channels based on how close to the sale you want to be. (Later more.) Shift your marketing to trusted news brands. 3 Start charting your KOL - KOC ecosystem. 4 Start practising new digital channels: livestreaming, chat, videoplatforms. 5 Prepare now for the new normal. Follow us for future Evaluate your 
 e-commerce options. Choose different options: platforms, saas solution, own channel. Follow us for future
  33. 33. 33 To help you evaluate which platforms to choose:
  34. 34. 34 The S-curve 4
  35. 35. S - Curve of Social Media
  36. 36. S - Curve of Social Media ‣ New platform ‣ Niche audience
  37. 37. ‣ Gaining traction ‣ Bigger audience, early majority From small to world
  38. 38. From small to world ‣ Mass appeal ‣ Dominant audience
  39. 39. Starting platforms ‣ Mass appeal ‣ Dominant audience ‣ Gaining traction ‣ Bigger audience, early majority ‣ New platform ‣ Niche audience
  40. 40. Starting platforms ‣ New platform ‣ Niche audience
  41. 41. Starting platforms ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  42. 42. Maturing platforms ‣ Gaining traction ‣ Bigger audience, early majority
  43. 43. Maturing platforms ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity
  44. 44. Mass platform ‣ Mass appeal ‣ Dominant audience
  45. 45. Mass platform ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying
  46. 46. Platforms evolve ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  47. 47. Platforms evolve ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  48. 48. This is the current state.
  49. 49. Choose wisely ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  50. 50. It’s moving constantly ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  51. 51. It’s moving constantly ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  52. 52. It’s moving constantly ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  53. 53. It’s moving constantly ‣ Mass appeal ‣ Dominant audience ‣ Mass reach, no organic ‣ Cost in media buying ‣ Gaining traction ‣ Bigger audience, early majority ‣ Organic but bigger reach ‣ Cost in creativity ‣ New platform ‣ Niche audience ‣ Organic but small reach ‣ Cost in experimenting
  54. 54. Lots of platforms to use But some platforms have more scale than others.
  55. 55. Best of both worlds 55 Allocate 70% of your budget and time to the staple platforms (Facebook, Youtube). Reserve 20% for bigger and upcoming players like Pinterest and Reddit. Spend 10% in experiments on newcomers like TikTok.
  56. 56. 56 Don’t choose one or the other. Combine and integrate.
  57. 57. 57 Recap 6
  58. 58. 58 RECAP ‣ 4 phases of this crisis and how to handle marketing. ‣ What will have changed after this? ‣ How to prepare for the new normal. ‣ The S-curve of social media.
  59. 59. 59 Ask your questions for me and for each other in this chat box. LET’S DISCUSS!
  60. 60. Thanks for joining us! Follow me on

Slides from the webinar the moment Covid hit (march 2020).

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