Covid-19 and the organic marketing opportunity

"We are seeing a predictable knock-on effect of the social distancing measures on consumer behaviour, with media consumption increasing across all in-home channels, including web browsing (+70% over normal usage rates), traditional TV viewing (+63%), and social media engagement (+61%). As a result, content is playing a pivotal role in both informing and distracting consumers in ways we have not seen before."

"Combined with the fact that only 8% of people believe companies should stop advertising altogether, businesses find themselves with a new challenge of engaging these consumers with the right messaging. This could prove to be pivotal in securing the LTV of these consumers when we are on the other side of this pandemic."

"Bernard Marr from Forbes said: "In the coming months, businesses are going to become more reliant than ever on their digital strategy. Without wanting to sound too alarmist, in many cases, it will be the deciding factor in whether they make it through the tough times ahead.""

"From our observations where we know clients have logistical challenges - from distribution and fulfillment to delivery - rather than focusing on increasing demand, instead this time could prove vital for investing in the backbone of a business' online footprint - their organic presence. We've seen competitors across different verticals pull back and"

Global pandemic social distancing has shifted consumer behaviour, driving significant increases in in-home media consumption: web browsing (+70%), traditional TV viewing (+63%), and social media engagement (+61%). Content now serves both to inform and distract consumers, creating heightened demand for relevant, sensitive messaging. Only 8% of people believe companies should stop advertising, so brands must balance advertising with empathy. Digital strategy and organic presence will determine many businesses' resilience and recovery prospects. Companies facing logistical constraints should prioritise strengthening their online footprint, investing in organic marketing, and optimising content to retain customer lifetime value. Competitors pulling back create opportunities for long-term audience capture.

Read at The Drum