Lights.Camera.Social Lights Camera Social

Our heartfelt response to COVID-19 | 2021 | An era of Digital Marketing.

Yellow marking on the street in order to guide social distancing due to the coronavirus or covid-19 pandemic. Yellow marking indicating how much distance people should keep to be safe.

Hi there.

Lights Camera Social was launched during COVID-19.

With a substantial increase in online users and almost every SME switching to digital marketing, either for promotions or for communications, our team is more dedicated than ever to helping businesses succeed online, and for that matter in any medium of marketing.

In addition to our exceptional digital marketing services, we are also going the extra mile to help all businesses with website designing and digital transformation and Covid-19 specific marketing strategy.

Below are some statistical facts pertaining to internet bloom amidst this pandemic.

COVID – 19 TRENDS

  • Covid-19 has pushed up internet use by over 70%.
  • Search advertising demand did decrease in the early phases of lockdown, but with the gradual unlock strategy, it is rising again.
  • Demand for video content has increased manifold. OTT platforms like Netflix, Hotstar, etc. have surged by up-to 42%.
  • YouTube noticed approximately 21% surge in subscribers during this pandemic.
  • Time spent on social media has increased – opening more inventory to buy while advertisers are simultaneously shrinking budgets. As a result, CPMs are decreasing, which provides a perfect time to increase reach, in a cost effective manner.
  • The table below shows average internet use by a netizen –
  • This is the behavioural change during Covid-19 –
  • 10% decrease in Cost Per Click for search advertising.
  • 18% decrease in conversion rate.
  • 34% increase in daily spend.
  • Cost per 1000 impressions or CPM has decreased by over 23%.
  • Cost Per Click for social advertising decreased by 21%.
  • Demand change for various industries during COVID – 19 –

How is that impacting businesses?

Owing to increased demand for internet services and reduced demand for internet advertising, there is no better time to advertise your business over the internet.

The cost of advertising has greatly reduced as cost of advertising depends on the demand for advertising. All other factors remaining constant, if the demand for advertising increases, the Cost Per Click also increased, and during this time of pandemic, most of the advertisers are following a conservative approach of advertising and reaching a particular niche target market.

Well, from business POV, there is no better time to advertise than this.

An Example –

Imaging a situation – You run a business of furniture.

X is a working professional who has been fortunate enough to be retained by his company during these tough times, however, good fortune comes at a price – Prior to the pandemic X used to reach his office by 09:30 am and left office around 06:30 or 07:00 pm.

The lockdown gave him the good fortune by retaining his job and WFH, but it took away the so called work-life balance. Now he has no official working hours. Every time something important pops us, he has to be answerable over the call, most of the time, before 09:30 am or after 07:00 pm. On top of that,  he is required to sit in a professional environment during Zoom calls.

People like X are your target market.

During 2020, you should be targeting working professions, majority of which are WFH (Working From Home), and would be required to create an office like ambience at their home for Zoom meetings. Now if you target some specific keywords for your advertisement, let’s say office furniture, chair, table, recliners, comfortable chairs, chair cushions, etc., you are more likely to make revenue from online advertising.

Now, you might be wondering that if every furniture seller starts doing online advertising, once again the demand would increase and that would further increase the cost of advertising.

Well, surprisingly NO.

Why? Because running an advertisement over the internet does not lead to results. Online campaigns have to be watched over, and tweaked or optimised as per the market response to get the best results. This is where, Lights.Camera.Social comes into picture – To optimise your campaigns with the best available resources to maximise your profit.

Please browse our website to learn more about how Lights.Camera.Social can remove the BORING element from your business, and propel your business to new heights.

DIGITAL MARKETING RECOMMENDATIONS

Organic Social Recommendations –

  • 2-3X your post volume – inventory is in high demand.
  • Leverage Live video formats to engage your customer.
  • Post about what you are doing to support the cause.
  • Social Listening.
  • Direct messaging.
  • Maximise User Generated Content to increase engagement and conversions.

Video Recommendations –

  • Consumer behaviour and expectations are rapidly changing. Creative that has worked well historically may no longer resonate as strongly. Soften or reposition your messaging altogether.
  • Yes, conversion rates may drop, but balance out by falling CPMs across all paid media platforms. Reach your audience cost effectively!
  • An algorithm is only as good as its signals. Changing behaviour may mean a previously learned algorithm cannot keep up with COVID-19 impacts. Consider relaunching campaign to reset the bid strategy algorithm. Alternatively, switch to a manual bidding method when the ad platform allows.

Creative Recommendations –

  • Use more direct to camera (personal) ads to create a stronger connection with your audience. Everyone is feeling very disconnected at the moment
  • Offer a promotion. Use copy and imagery to bring customers closer to your mission during these tough times
  • Avoid visuals of crowds or people touching
  • Leverage ad types that communicate with the users outside of the main news feed
  • Avoid sounding like a salesperson during this crises.

MAIN TAKEAWAYS

  • All active digital marketing efforts should have exemplary creative variants that acknowledge the elephant in the room (COVID-19)
  • Test using ad and post formats that target users on more personal mediums (i.e., chatbots, messenger, email, etc.)
  • Support your customer base using a message with an empathetic tone in your promotional offers. Leverage human-to-human or emotional marketing. Consumers know this is a temporary situation.
  • Cut low performing marketing segments (audiences, channels, ads) and focus attention on touch-points that are yielding top-line level responses.
  • Capitalise on low cost ad inventory and be well positioned to convert these users when prospective customers are more likely to convert via direct response in the first half of 2021.

These are some of the key recommendations that we want to share with you. Rest assured, we are here to propel your business during these touch times. Allow us to harbinger you.

Learn about our digital marketing and digital transformation services by contacting us at hi@lightscamerasocial.com or fill the contact form on our website.

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