Marketing To The New Normal – Post COVID-19

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Digital Marketing Covid 19

COVID-19 has drastically changed the way the world is shopping, eating, working, and living. It has changed the way we do business with our customers and clients and undoubtedly the way we need to reach customers after the country comes off PAUSE. While it is to be expected that it would change the way people view and engage with marketing messaging, we also need to think about where customers will be engaging with brands post pandemic. Knowing your market, customer demographic, and consumer needs, will help you make the best decision on your post-COVID-19 marketing plan. Understanding how your company fits in the new normal of business will help you to quickly meet and exceed the current and future needs of your customers.

According to a study done by Global Web Index, approximately 87% of U.S. consumers are consuming more content across broadcast TV, online videos, and TV streaming apps since the outbreak. While this paints a positive picture for video marketing, careful attention should be paid to the differences in actual behavior of specific demographics. Below is a breakdown of changes in media consumption categories based on age. Keep in mind, this is only a snapshot of the type of research that should be used once a business owner or marketer clearly defines who their desired target audience is.

Media consumption of Gen Z (Age 16 to 23):
• Broadcast TV – 24%
• Online videos – 51%
• Online TV Streaming – 38%
• Online press – 21%
• Music streaming – 28%
• Video Games – 31%
• Radio – 17%
• Livestreams – 17%
• books/literature – 18%
• Podcasts – 11%
• Physical Press – 9%

Media consumption of Millennials (Age 24 to 37):
• Broadcast TV – 35%
• Online videos – 44%
• Online TV Streaming – 41%
• Online press – 36%
• Music streaming – 35%
• Video Games – 31%
• Radio – 26%
• Livestreams – 30%
• books/literature – 20%
• Podcasts – 20%
• Physical Press – 19%

Media consumption of Gen X (Age 38 to 56):
• Broadcast TV – 45%
• Online videos – 35%
• Online TV Streaming – 38%
• Online press – 31%
• Music streaming – 27%
• Video Games – 19%
• Radio – 23%
• Livestreams – 21%
• books/literature – 21%
• Podcasts – 10%
• Physical Press – 7%

Media consumption of Boomers (Age 57 to 64):
• Broadcast TV – 42%
• Online videos – 11%
• Online TV Streaming – 21%
• Online press – 15%
• Music streaming – 12%
• Video Games – 10%
• Radio – 15%
• Livestreams – 9%
• books/literature – 13%
• Podcasts – 4%
• Physical Press – 7%

While understanding the media consumption habits of both your current and desired customers may seem like enough, the question of what type of content to push there is a vital step in developing a plan to reach them effectively. With options like video, radio, static display, and gif ads, digital media provides a an opportunity to tailor your messaging and delivery to engage your audience at the right time while enabling you to read, interpret, and react based on timely insights (a crucial focus in navigating your way through this crisis). With this everchanging business climate, it is now more important than ever before to remain flexible in your plans and be able to go where your customers are.

Navigating the new normal in business is something new to everyone, by teaming up with Brawn Media you will have an expert partner working on your behalf to analyze the latest trends, insights, and consumer behaviors. Together we will navigate the new normal and have your company coming out on top. Contact us to schedule a consultation with the industry’s leading marketing team.

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