Brands must advertise as usual
Brands must continue to advertise their products as usual during the coronavirus crisis. Customers value traditional ads because they convey a sense of normalcy amid these extraordinary circumstances. Nevertheless, marketers still need to address the crisis while spreading positivity. This is according to a Twitter user survey.
"It's impossible not to discuss the coronavirus. Customers want to know what security measures companies are taking and whether their employees are keeping their jobs. Brands need to communicate this information regularly via social media. But they can't overdo it. If they push too hard on the tear gland, it quickly becomes unappealing," says marketing expert Bernd Pfeiffer of LimeSoda in an interview with the news portal Pressetext.
Convey normality
Twitter conducted the survey among 826 users. More than half (64 percent) want products to continue to be advertised as usual. One in two feels reassured by these ads, giving them a sense of normality. Nevertheless, brand communication must adapt to the crisis. Only seven percent of respondents think it is appropriate for the normal tone to prevail in marketing.
Helping in the fight against pandemic
Brands need to spread positive messages in the coronavirus crisis, according to 70 percent of survey respondents. They also need to do something to help fight the pandemic. 77 percent want brands to support society during this time. 82 percent are calling for specific financial assistance for medical personnel. (pte)
