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

1. Digital Communication
post
COVID
-
19
19.09.2019

2. Trends come and go.
I can once again talk about this:
AI en ML Robots en drones TikTok Tech backlash

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
But we need to
talk about this:

5. Digital Communication
post
COVID
-
19
19.09.2019

6. Optimism is a moral duty!
6

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. 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. This is uncharted territory.

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
4 phases
1

12. I can see 4 phases:
Start of the crisis.
Lockdown!
During the crisis. The new normal.
Get back in
the game.

13. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!

14. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!

15. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!

16. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!

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. 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
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
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
What will have
changed?
2

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.
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23. 23
How to prepare now
3

24. 24
1
How to prepare now.
Put your marketing on hold these weeks…
Check your automated biddings and e-mails!

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
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
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
Can you make it D2C?
Re-evaluate your
distribution chain.
1
Prepare now for the new normal.

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
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
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
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
To help you evaluate which
platforms to choose:

34. 34
The S-curve
4

35. S
-
Curve of Social Media

36. S
-
Curve of Social Media
‣ New platform
‣ Niche audience

37. ‣ Gaining traction
‣ Bigger audience, early majority
From small to world

38. From small to world
‣ Mass appeal
‣ Dominant audience

39. Starting platforms
‣ Mass appeal
‣ Dominant audience
‣ Gaining traction
‣ Bigger audience, early majority
‣ New platform
‣ Niche audience

40. Starting platforms
‣ New platform
‣ Niche audience

41. Starting platforms
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting

42. Maturing platforms
‣ Gaining traction
‣ Bigger audience, early majority

43. Maturing platforms
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity

44. Mass platform
‣ Mass appeal
‣ Dominant audience

45. Mass platform
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying

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. 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. This is the current state.

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. 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. 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. 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. 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. Lots of platforms to use
But some platforms have more scale than others.

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
Don’t choose one or the other.
Combine and integrate.

57. 57
Recap
6

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
Ask your questions for me and
for each other in this chat box.
LET’S DISCUSS!

60. Thanks for joining us!
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