Marketers have been doing their best to navigate these uncertain times for the past year. However, marketers are now navigating another volatile and complex period—recovery. As regulations loosen and vaccinations continue to rollout, there is a sense of optimism that recovery is upon us. People are making plans for the future again, whether those plans regard travel, celebration planning or other purchases. How do marketers navigate the recovery as the world springs back to life?
Marketing experts have found that the key to thriving during uncertain times is maintaining ad spend while understanding changes in consumer media and shopping habits.
1. Maintaining ad spend. Historically, firms that continued marketing spending during economically unstable times performed better than those that cut, because of positive associations with their brand.
2. Understanding changes in consumer media habits. Research shows that radio listening during the pandemic increased, with roughly 40% of radio listeners listening an extra two hours per day. And, radio listeners are more likely to be young adults working from home (83%) with more disposable income (+45%).
3. Understanding changes in consumer shopping habits. While fear and uncertainty have been the two strongest emotions influencing consumer shopping habits for the past year, hope is emerging. Consumers feel optimistic enough to resume travel plans, wedding celebrations and other big-ticket items.
Understanding today’s consumer and having the ability to quickly adjust to their needs during these uncertain times is crucial for marketers. H2R is proud to offer a suite of customizable studies that can help you achieve those goals. Check out our options here and schedule a free consultation today.
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