COVID-19: Actionable Performance Marketing Strategies (WEBINAR)
Performance and growth marketers have been scrambling to adjust their strategies to respond to major shifts in consumer behavior as a result of restrictions related to the COVID-19 pandemic. The current moment is an uncertain one with news and forecasts about coronavirus evolving daily, but what is certain is that now is a great time for experimentation—digital media is cheaper, so it’s a good time to lean into creative testing.
RELATED: We’re monitoring the impact of the coronavirus pandemic on video creative and performance. Check out our COVID-19 Video Intelligence Analysis.
A few weeks ago, I was part of a great conversation about how to shift creative/messaging and execute an experimental strategy in today’s digital climate. Brady Brennan (noom), Sam Rich (QuickFrame), and I were joined by performance and growth marketers across many industries.
Here are the highlights from our interactive conversation on March 27.
How Performance Marketers Should Respond to the COVID-19 Pandemic
How might messaging and creative need to change in response to the coronavirus pandemic?
- Life has changed for the majority of your customers. Creative and messaging that has worked before is no longer working, so you should consider adjusting creative accordingly.
- Don’t exploit the pandemic—demonstrate empathy and be authentic to your brand.
- Digital media is cheaper right now, so it’s a good time to lean into creative testing. Consider testing both large and small changes to see how extreme of a change you actually need to make to your creative or messaging.
What metrics matter most right now and how should I shift my targeting strategy?
- CPAs are dropping for many brands, which is great news for performance marketers. However, be aware those more affordable cohorts may also have lower LTVs.
- Mitigate some of this risk by ensuring current messaging does not depart too heavily from what has previously worked in acquiring valuable cohorts.
Which platforms and channels should growth marketers be leaning into right now?
- Time spent with digital platforms that enable human connection, like Snapchat and TikTok, is up.
- Consumption of OTT is on the rise—run creative that mirrors traditional TV as this is largely an awareness platform.
- It’s also a good time to lean into organic content on Facebook and Instagram.