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Articles of Interest: marketing during a crisis

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During times of uncertainty, Australians turn to trusted, credible journalism making news media the ideal medium for brands looking to communicate messages of assurance. But how should you invest your media spend to reflect changing consumer media habits and how can you strike the right tone in your communications during COVID-19? Read on to find out.


Coles CMO Lisa Ronson on media mix, the return of TV, newsmedia and splitting marketing for post-COVID

Amid CV-19, Ronson is actively reviewing Coles’ channel mix morphing sport sponsorships and launching content initiatives with TV and news media at their heart. She says, “People are looking to newspapers and TV for trusted news,” and that trusted media is doing its job to help calm the public.

By Paul McIntyre | mi-3.com.au


Capitalising on trust: How news media has helped brands through COVID-19

Reaching 2.7 million Australians before lunchtime every day, during COVID-19, news brands have demonstrated their value as a trusted partner that drives business impacts for Australian brands, says Peter Miller, the CEO of NewsMediaWorks.

By Peter Miller | adnews.com.au


Advertising through a recession

‘Going dark’ and focusing on short-term price promotions during a recession are strategies that will be counterproductive as they erode brand equity measures, stifle growth, and put brands at competitive disadvantage.

By Mike Campbell and Christian Polman  | ebiquity.com


Consumers ‘pay more attention’ to ads next to coronavirus news content

“It’s not that you should be doing ads and avoiding coronavirus, it’s the other way round,” says Lumen’s managing director, Mike Follett.

By   | marketingweek.com


Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

In times of crisis, it can be tempting to go into containment mode. But there is a unique window for brands to show leadership and earn trust by maintaining their presence, staying in touch and showing a commitment to normality. And new research by IPSOS supports this approach.

By Kathy Benson |  mumbrella.com.au


The history of advertising in a recession

History provides plenty of examples of brands that have successfully navigated recessions. Case in point, during the 1991 recession, in the US, McDonald’s dropped its advertising budget. Pizza Hut and Taco Bell kept advertising and grew sales by 61% and 40% respectively.

By Kunal Gupta | bandt.com.au


Companies and leaders will be judged on how they respond to the coronavirus crisis

Many sectors will not have the capacity to think beyond their own survival, but some will and they will be judged on whether they stood up in a time of national need. To help communication leaders think about getting this right, Deloitte has set out how the crisis might unfold in different waves and four things to consider in your overarching response.

By Mark Hutcheon | deloitte.com


How editorial teams are innovating in crisis

With audience habits changing, and the biggest global news story in living memory wreaking havoc across best-laid plans, media brands of all stripes are adapting to the challenge in innovative ways.

By John McCarthy | thedrum.com


Planning for the spring back

Start preparing now for the Rocking ‘20s – life after CV-19 – by making marketing what it should be and was before we slipped into treating media as an expense and not an investment.

By Bill Harvey | mediavillage.com


Working with media in times of crisis

The need for trustworthy content has never been greater during this “centrifugal” moment. So how should brands work with trusted media channels?

By Denise Turner | newsworks.org.uk


If you’re in marketing, now is a time to spend, not bend

As long as there have been marketers, we have been studying advertising’s impact on sales during and after a recession. And what this study tells us is now is the time to increase advertising spend. That’s right – increase it.

By Mark Ritson | theaustralian.com.au


During COVID-19, Aussies are choosing trusted brands that deliver safety and value

New research from Kantar suggests Aussies want brands to focus on affordable pricing, deals and promotions, easy availability of products and services (especially, supermarkets, banking, FMCG) and products and services that are safe to use.

By kantaraustralia.com


Now is the time for brands to lean in

Nielsen forecasts a 60% rise in media consumption and recommends brands and agencies adjust the products being marketed as well as the tone in which messages are delivered to account for this shift in behaviour.

By Chris Pash | adnews.com.au


How should your brand respond to COVID-19?

Kantar research finds the long-term prognosis for many brands will be uncertain if they don’t respond correctly to the COVID-19 pandemic.

By Joe Mandese | mediapost.com


How to advertise during COVID-19

As new media consumption habits take hold and brands grapple with whether the best approach is short-term sales activation or long-term brand building, research by GlobalWebIndex indicates 50% of Aussies think brands should continue to advertise as normal during the crisis.

By Rob Clapp | warc.com


Consumers want reassuring brand messages during COVID-19

Research by the American Association of Advertising Agencies reveals consumers want messages that are “reassuring from the brands I know and trust,” with 40% of survey respondents interested in what brands are doing in response to the pandemic.

By Wayne Friedman | mediapost.com


To spend or not to spend?

Learnings from the GFC suggest continued advertising spend will help brands to remain strong and recover quickly but the decision should be made on a case by case basis.

By Daren Poole | marketingmag.com.au


Online news audiences increase by more than 50%

Nielsen’s Digital Content Ratings data shows enormous growth in audiences and engagement to online news publishers’ content with average audience growth of the top 10 news sites in this latest week up 54% versus the prior four weeks.

By mediaweek.com.au


Demand for coronavirus news drives increase in print sales

Mark Reinke, managing director for consumer, says more people are turning to News Corp’s publications as communities experience a “once in a lifetime challenge”. Brands such as The Australian and The Daily Telegraph have seen an audience lift across both print and digital.

By Mariam Cheik-Hussein | adnews.com.au


Coronavirus pandemic: Newspapers considered safe to touch, says World Health Organisation

Readers can be assured receiving and flicking through the pages of newspapers is still considered safe, according to the World Health Organisation (WHO). According to the WHO: “The likelihood of an infected person contaminating commercial goods is low and the risk of catching the virus that causes COVID-19 from a package that has been moved, travelled, and exposed to different conditions and temperature is also low.” Nevertheless, Australia’s news publishers are taking steps to ensure increased safety for readers.

By dailytelegraph.com.au


Kantar research finds national media channels are the most trusted information source — over government agencies and doctors

Kantar’s latest study, “Covid-19 Barometer,” examines how the pandemic is influencing consumer attitudes, behavior, and expectations, along with how advertisers should respond to stay relevant in these times.

By Nathan Holman | mediavillage.com


COVID-19: How the media is driving behaviour change

Behavioural science has important lessons for how media is used during the ongoing pandemic and brands can benefit from these learnings.

By Michaela Jefferson | mediatel.co.uk


Crisis a ‘time to build brands’

Industry executives are urging brands to connect with home-bound con­sumers, who are ferociously consuming media, and to start planning now for the recovery.

By Lilly Vitorovich | theaustralian.com.au


How to leverage brand purpose in the grip of COVID-19

Right now, brands should be thinking about how to use their marketing for public good and that means messaging should change to be about how they can help people through this crisis.

By Mike Teasdale  | warc.com


What marketers should do as the apocalypse hits 

Businesses are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position solutions and the best strategies to launch products when attention is understandably focused elsewhere.  

By Emma Lo Russo | mi-3.com.au


Trust in advertising has never been more important 

President of the Advertising Association and the former chief marketing and communications at Unilever, Keith Weed, says the unprecedented social, economic and political upheaval of the COVID-19 outbreak means trust has never been more important. 

By Keith Weed | marketingweek.com


Defending your marketing budget in times of COVID-19 

If your budget is under threat, the CFO may not understand that although cutting brand-building investment may have a short-term impact on the bottom line, it will be detrimental for the longer term. So how can you explain the importance of continued advertising spend?  

By Phil Zohrab | mi-3.com.au


In crisis, consumers trust established organisations for information 

As the coronavirus pandemic takes hold, consumers are turning to tried-and-true methods of acquiring information. According to a March 2020 report from Edelman, 67% of UK adults are getting their coronavirus information from major news organisations. 

By Bill Fisher | emarketer.com


Advertising through a recession

‘Going dark’ and focusing on short-term price promotions during a recession are strategies that will be counterproductive as they erode brand equity measures, stifle growth, and put brands at competitive disadvantage.

By Mike Campbell and Christian Polman  | ebiquity.com


Consumers ‘pay more attention’ to ads next to coronavirus news content

“It’s not that you should be doing ads and avoiding coronavirus, it’s the other way round,” says Lumen’s managing director, Mike Follett.

By   | marketingweek.com


Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

In times of crisis, it can be tempting to go into containment mode. But there is a unique window for brands to show leadership and earn trust by maintaining their presence, staying in touch and showing a commitment to normality. And new research by IPSOS supports this approach.

By Kathy Benson |  mumbrella.com.au


The history of advertising in a recession

History provides plenty of examples of brands that have successfully navigated recessions. Case in point, during the 1991 recession, in the US, McDonald’s dropped its advertising budget. Pizza Hut and Taco Bell kept advertising and grew sales by 61% and 40% respectively.

By Kunal Gupta |  bandt.com.au


Maintaining share of voice is key in recessions

According to research by Ebiquity, advertisers that boosted spending levels in a recession gained 1.6 percentage points in market share in the first two years of a recovery.

By warc.com


Majority of online coronavirus content is ‘brand safe’

AI media company GumGum found that 62% of nearly three million web pages containing Covid-19-related keywords are classified as “safe”, following a study using its machine-learning-based content analysis and brand-safety engine, Verity.

By Omar Oakes | campainglive.co.uk 


 

RELATED: Publishers respond to COVID-19

 

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