How marketing budgets and strategies are being impacted by COVID-19

1
Design by http//www.creativefactor.in/
2
How marketing budgets and strategies are being
impacted by COVID-19

• Marketers lets move forward with confidence.
  Theres a lot of
• uncertainty in the world right now, but we hope
  these insights at least help you with getting
  your bearings.
• Budget reductions and cuts are common
• Accordingly, organic social content has become
  an increasingly prominent focus.
• Companies are quickly pivoting to move events
  online.
• Paid social is seeing substantial increases and
  decreases, depending on the sector.
• Messaging strategies are adapting to a more
  human, helpful approach.

3
1. What challenges are marketers facing?
Top challenges
Single largest concern
Top reasons for decreasing spend
34
16 Switching to virtual events
76
1. Forced to shift marketing priorities
74
Budget cuts
72
2. Budget cuts
30
!
13 Lack of target audience engagement
69
Its the wrong time to advertise
Our budgets have been reduced or cut
3. Advertising investments planning
69
4. Switching in-person to virtual events
67
24
5. Tactical execution of campaigns
64
Leadership doesnt want to invest in
advertising right now
6. Proper content, messaging, tone
64

• Lack of target audience engagement
• 34
• Changing target audience

2. How has COVID impacted marketing strategies?
2. How has COVID impacted marketing strategies?
Impact on campaign strategies
Impact on customer event strategies
67 Some impact (Some campaigns were pivoted or
paused)
15 No impact
40
moved events to virtual
18 Major impact
38 paused or cancelled events
4
3. How are marketers shifting their strategies?
Marketing mix shifts
Changes in investment in marketing tools
Increasing investment
Decreasing investment
5
Media planning and alternate channels
Digital ad spends have increased multifold in the
last months. A marketer needs to approach the
media planning and point of sale differently
today. Traditional and standard media planning
strategy and channel strategy may not fly in the
current circumstances. The primary reason for
this is the cuts in marketing budgets and the
current higher cost of digital media
publishers.  Webcasts, e-commerce, co- marketing,
video marketing, content marketing, are becoming
new standards of marketing. During the first
phase of lockdowns, digital media costs were low,
but that is not the case today. Businesses have
realised that they need to up their expenditure
on digital marketing which has resulted in
limited inventories.
To give our brand every advantage within the
competitive arena, we must ?rst establish an
identity that is unique and compelling to our
customers. We developed a new identity that is
destined to distinguish us from our competitors.
And as our corporate communications adopt our
new persona, we will establish a new global
identity that is distinct, exclusive and
instantly recognizable.
6
BRAND VALUES
BRANDING TIPS
I
M
D
P
N
A
A
C
R
T
B
Quality We will deliver excellence, strive for
continuous improvement and respond vigorously to
change. Each of us is responsible for the quality
of whatever we do Reliable We are reliable
because we know the market, we are truthful. Our
people, products and processes must always meet,
or supersede, agreed results. Affordable We
continually develop our portfolio in keeping with
our core values of affordable technology for the
betterment of life Committed We're committed to
putting our customers ?rst by providing
excellent products and services and exceptional
experiences Authentic We follow the method of
integrating sustainability and ethics with goals
of growth and pro?tability for the long term
success
F
D
O
N
C
A
Y
U
R
S
B
T
E
C
N
O
D
V
D
A
L
N
S
U
A
U
R
E
S
B
S
P
E
D
R
C
R

O
I
T
Q
R
D
N
U
U
E
A
C
L
H
I
T
T
T
I
R
U
Y
N
Y
A
A
N
IT
FO
G
L
R
E
A
M
D
IT
E
A
P
T
T
S
I
G
R
T
O
O
I
E
N
M
H
L
N
RI
I
M
A
T
U
O
B
E
T
L
C
C
E
C
A
H
F
N
E
U
L
B
O
A
N
A
R
F
D
F
R
O
E
A
L
N
S
M
O
O
O
G
U
R
Y
TI
C
E
A
C
U
D
E
M
A
N
U
F
A
C
G
T
N
U
RI
7
WEBINARS/ONLINE EVENT TIPS
Keeping in mind the current circumstances, its
very important to connect with potential and
existing customers, especially when we cannot
meet them in person. Hence, webcasts and online
events can turn out to be an essential
communication tool to connect and interact with
the audience.  Best practices for conducting a
successful webcast / online event Defining the
strategy and objective Its crucial to have a
strategy in place and pre-define realistic goals
in order to not lose track or deviate during the
process. Dont be preachy, instead be engaging To
ensure effectiveness of the webcast, speakers
should script an engaging content broken into
smaller chunks to increase retention. Marketing
the webcast well Spreading the word to the right
target audience at the right place and time will
not just help in getting more registrations but
also can do wonders for your business. Follow
up Do record the entire event and post the event
share it with the participants who attended and
who couldnt attend. Examine the event
performance Analysing the success of the event
through feedbacks, analytic tools, surveys, and
metrics is very important
8
We have been working with my clients and friends
in pivoting their business models across
verticals such as at-home education, new
technology products, retrofitting for industries
and customer service and more. We will be happy
to be of any help to you in spotting new
opportunities for your business, creating new
brand identity, digital marketing. Feel free to
connect for a free of cost consultation. As a
Full-Service Brand Consulting Firm, we believe in
a smarter ways to communicate the brand story
that creates and activates incredible branded
video content presence that the audience seeks.
We combine the talents of an in-house video
production capabilities, with the knowledge
expertise to develop video content strategies,
and then activate it effectively. Being the
strategic business consulting and communication
firm, we have an adept knowledge of developing a
comprehensive, effective and user-friendly
journey for your prospects. Our Digital Marketing
and Communication Design consultants help you
create a website / digital IP that is ready for
your business. Our In-house Web Development Team
and SEO Specialists are well trained to use the
technology and algorithms most suited for your
business.
9
To stay fully informed about the rapidly changing
world of marketing, subscribe to the CREATIVE
FACTOR BLOG for the latest insights and
trends Contact Detail Email id info_at_creativefac
tor.in Head Office  1001/A, 17th C Cross Rd,
Indira Nagar II Stage, Eshwara Layout,
Indiranagar, Bengaluru, Karnataka 560038 Phone
Numbers  080-4120-1624, 095-3524-6395,
075-0668-5669, 099-9067-6552