Strengthening your Brand in a Time of Crisis

Is it time to think about what type of content is likely gain consumer trust?


One of the many consequences of the Pandemic in consumer spending has been the increased awareness customers have on how best to spend their money. People everywhere are becoming more switched on when it comes to how best to spend their money.

Let’s be honest, it’s just not the best time for people to splash out or try new things. They will for sure go for brands they trust and that provide the continuity that the outside world cannot right now.

This makes brand values and how money is spent more relevant than ever and that must be the focus for marketers that want to engender trust and survive in a new market.

Why is it important to know what your ideal customer looks like?

The lockdown has meant spending more time in front of computers with increased online activities which includes, of course, online purchases. Of course online shopping was already a thing but from being a mix of both face to face and online, stats show that 90% of consumers admit to avoiding physical shops as much as possible and this change has consequently meant how consumers interact with brands has also changed.

Engagement with the increased digital communication on behalf on brands has increased notably but understanding what your ideal customer looks like and needs is important, now more than ever.

How can you create interesting content that inspires loyalty?

So, what helps build this picture of your brand’s ideal consumer? How can you give your customer, the customer who will invest and remain loyal to your brand, a face?

In this increased pandemic digitalized scenario, tracking what customers are really interested in has become possible through a type of advertising that sits within relevant content accessed by those customers. In addition to being relevant it is also content that, because it seeks not to disrupt the flow of the general context, tends to engage on an emotional level with your shopper creating engagement and a longer lasting impression.

In short, this is content aligned with that customer’s personality engendering success as a consequence. Both liked and trusted, your brand is now situated in prime position to achieve the best results. How? Through engaging content.

This Reuter’s survey states that 75% of consumers admit that if the content is interesting to them, it is guaranteed they will somehow interact with it.

Taking Ikea as an example, with whom we work with all year round on the Italian market, you can see how their brand message adapted to these turbulent times through native advertising.

Following changes in their communication, ecommerce went up by 60%. Why was that? Is it just because people are on their laptops, tablets and smart phones more? Perhaps. But crucially, native advertising makes sure the right eyeballs are seeing the right content.

Think of the office worker who has been asked to work from home: they’ll most likely do some research on how to improve their home office – or perhaps how to assemble one from scratch. They search for an article detailing this… and there is Ikea. Offering solutions to a problem the person is researching, within the very article that the person is reading. Not a generic banner ad at the top of an irrelevant website, but targeted to the very people who need to see it at the very time they are searching for it. The right place at the right time.

Speed was of the essence for these campaigns at the start of lockdown and the great thing is here that you can repurpose content you already have, and can you imagine…Ikea has tons of it…Ikea’s messaging resonated with people because it still reflected its values: adapting to what your situation is and making the best of it, promoting a type of space that can allow a sense of togetherness even through difficult times.

Do you think your brand is worth it try a type of advertising which can get you the results that will carry you through these difficult times? I’d love to hear from you on how you plan to boost your brand for 2021!

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