Health Marketing – Now And Beyond COVID-19

As expected with the current climate Australians are more concerned about their families health and wellbeing, and it’s predicated that thats not changing anytime soon. The majority of Australian’s believe it will be at least 6 months before things return to normal. As the pandemic is taking a toll on not only the physical health of Australians but also their mental health. 

However, there is a silver lining, for health brands to rise above this and provide much needed much needed assurance and support. 

So what are the facts?

The impact of COVID-19 on Australians’ mental health is substantial. The numbers below clearly suggest there is an increased need for assistance provided by the health sector:

  • 62% of Australians say I am looking for something every day to stay positive
  • 46% of Australians say I am putting on a brave face but privately I am really worried 
  • 28% of Australians say I feel isolated and alone 
data and graphs from Kantar

Next Level Advice

There is an opportunity for brands to provide the guidance people are looking for. As a brand, encourage people to follow social distancing guidelines, and demonstrate how you’re also supporting your community as well as complying with what’s required.

Be transparent and offer advice to your followers. Most importantly, stay positive and promote positivity. What all Australians need right now is some good news, if you could position your brand as a platform for advice but also positivity you will see a large increase in engagement.

What can we learn from this?

Those who cut marketing during downturns saw an average profit drop of -0.8% during the recovery, whereas those who increased activity to support and provide the much needed value saw a +4.3% increase.

Marketing, analytics and automation are typically ‘cashflow positive’ activities — turning the wrong things off will cost you more than the line item saved.

Online marketing and digital technologies are extremely measurable, with businesses able to gauge return on investment in real-time.

It’s easier to grow market share during a downturn if you outperform your competitors, especially if they are reducing investment. Based on emotion rather than facts and data.

A positive to end on is that 71% of Australians believe we will make it through to the other side and be stronger because of it.

Need some additional advice and assistance about how to execute your digital marketing strategy? Get in touch

Digital Marketing For Finance – Now And Beyond COVID-19

It is safe to say that Australians are overwhelmingly more concerned about their financial security as new restrictions threaten jobs and the economy. The Government is doing all it can to get businesses and the economy through this tough time with Jobkeeper as well as other stimulus packages however, only  1 in 2 people have confidence in the government’s ability to handle this crisis.

Consumer Sentiment

People are increasingly worried that Coronavirus will be worse than an economic recession the risk of job loss with concern from 19% growing to 64% within 2 weeks in March. On a proactive note Australian’s are also looking for support and intend to be more proactive about financial planning and security from 22% growing to 60% within 2 weeks in March.

Data from Kantar

Australians are keeping a closer eye on their finances and taking conservative action, which will impact the financial sector. Impacting accountants, lending, investing, insurance and superannuation. Across the world there is a notable increase in consumers expecting the situation to have a big or dramatic impact on their personal finances and the economy. But the future is uncertain which is why so many are looking to be more proactive about their finances, be it personal or business. 

Looking at Google trends and search interest over the past 30 days, you can see a slight increase in “accountant” and “financial advice” in April. 

However the most notable patterns show a strong change from March in search terms like “superannuation”, “loan”, “insurance” and “tax”.

So what does this mean for those working in the financial sector?

It is important to be present and provide assurances of stability and opportunities within people’s financial situations, making the most of the additional support provided by the government and businesses. Especially now in this current climate, current clients and prospective clients will look to you as their trusted advisor and therefore trust your brand.

Next Level Advice

People are looking to trusted brands to provide them with safety and security in uncertain times. 

Anyone with knowledge on their sector can position themselves as a trusted brand. If you provide a surplus of information and educate your clients on the current climate and future expectations they will consider you a trusted source, helping to guide them through these uncertain times. We know in marketing that trust is crucial, build trust and you build business. Be transparent and available to answer questions and you will notice an increase in your clients and client relationships.

Looking for some advice with your digital marketing and communication efforts? Get in touch.

How can retailers adapt and change.

Now and beyond COVID-19

The Coronavirus has affected all Australians and the economy; self-isolating, social distancing, avoidance of public places, is having a negative impact on the bricks and mortar retail market as we know it. However when there is a risk there is an opportunity.

Take a look at the Google Data that shows the disruptive shift is occurring in the retail sector. 

Now is the best real time opportunity to manage the scale of your online and delivery response. Adjusting to the disruption and vastly different needs for consumers for this year. People are adjusting to an entirely new way of life, isolating, working, connecting with others and shopping with different intent and with different ways. As a Google Marketing partner we are keeping up to date with all the Google data and support available to our clients. At a high level we are seeing five main behaviours play out across Australia: 

As an online marketing agency we know that online shopping is important with the current change in the market more people have moved to spend online. This can help revive businesses whose bricks and mortar sales plummeted due to the pandemic. The evidence speaks for itself (according to Google Trends, Kantar and GWI

  • 56% of Australians have decreased shopping at physical outlets (compared to the previous month).
  • 81% of Aussies are now shopping online.
  • 30% are claiming to spend more time shopping online since the covid-19 outbreak.
  • 32% claim they will increase their online purchasing in the future.
  • 11% say they will be shopping online more once the outbreak is over.

We have seen spend and availability of supermarket delivery impact online shopping behaviours in a major way. “Home delivery” has gained interest in a big way since March, just like with “Online shopping”.

As you will have noticed in the news the increase in panic buying and hoarding, think toilet paper, hand sanitisers,facemasks etc. Whilst 89% of Australians think that hoarders of food and essentials need to stop, a large portion are hoarding themselves. 43% of Australians have more supplies than usual. 

According to Neilsen Australians are now in Stage 4 of the consumer cycle. The most notable growth is +45% Online Shopping in FMCG. Stocks of hand sanitisers, medical face masks and toilet paper are the most in demand in stores, with no clear indication of when supplies and demand will return to normal.

There are a number of examples of brands that benefit by maintaining their ad budgets during economic downturns. The least affected businesses are those that have been online. The data and insights indicates that providing the right kind of value at the right time can be a major growth period for some businesses such as when Amazon grew by 28% in 2009 during the recession.

Of course no one can predict the future but you can understand the drivers and precedence for where we are going next and setup to launch out of this lockdown into stage 6 when it comes. Your natural inclination to cut back on advertising during a recession should not be driven by emotion it should be driven by facts and data. As you can see in the examples from Bench those brands that maintain their ad budget and/or change their messaging can see a long-lasting boost in sales and market share.

Next Level Advice

Whilst it can be overwhelming for retailers to constantly keep up to date with the ever changing consumer demand. We know that brands who stay the closest to their customers find it easier to bring in the most value for their new needs. As well as provide the much needed services in high demand during this period. Those brands who know both their market and their customers will be ahead of their competition and cater directly to their customers. Therefore they have the most to gain, now and in the future.

Source: GWI, Global study from GlobalWebIndex across multiple markets, Date: March 31-April 2

Source: KANTAR, Kantar Global Barometer Wave 2 Report, Date: March 27-March 31

Source: Google Trends, KANTAR, Kantar Global Barometer Wave 2 Report, Date: March 27-March 31

Consumer Behaviour Is Changing – Social Media

As a Facebook Marketing Partner we are receiving constant updates on how changing behaviour and the new normal is impacting social media consumption. 

Every month about 15 million Australians turn to Facebook.

Facebook is responding to COVID-19

In March, to aid in COVID-19 response, Facebook pledged unlimited ad credits to the World Health Organisation for related outreach. Mark Zuckerberg committed “as many free ads as they need.” 

Facebook has also offered ad credits to other health organisations and is working closely with the Centers for Disease Control and Prevention (CDC), UNICEF, and national ministries of health.There are also grants to support small businesses through the changing landscape, checkout the Small Business Grants programme to see if you’re eligible. 

Many people are turning to social media predominantly as a way to stay in touch with friends and family and to check in to their community (ANZ taking on covid-19 6th April 2020).

  • 62% of users are using social media to stay connected with friends and family.
  • 58% of users are using social media to check in on friends and family. 

We are also seeing Mateship growing in response to helping out their community. More than 100,000 people in Australia are members of over 400 COVID-19 local support groups on Facebook.

Also In the first week since launching, the Stay Home sticker was used over 100 million times globally on Instagram (ANZ taking on covid-19 6th April 2020).

People’s habits revolve around community

People’s social media habits have adapted, staying informed and connected to adapt to the new normal. (between Mar 26-30 2020)

  • 68% Social Media users are staying up to date on the latest news and information on COVID-19 
  • 54% Check in with friends and family more often 

People are finding creative ways to connect

  • Globally, we’ve seen the most significant increases in Messenger usage across group calls; 70% more people are participating in group video calls, and time in group video calls has doubled globally, week-over-week. (Facebook internal data, Mar 17 & 27 2020)
  • In Australia, Instagram Live views have doubled within a week of the 27th March.
  • Globally, we have also seen messaging increase over 50% and time in group calling (calls with three or more participants) increase by over 1,000% during a month.

Brand Expectations

People’s expectations of Brands are also changing, the expectations for every category are increasing. They believe that the most important things for brands to focus on are (23 March): 

  • 77% for Super markets to provide was availability for products and services. 
  • 69% expect affordable pricing, deals and promotions. 
  • 54% Products and services that are safe to use.

Additionally 11% of global consumers said they only bought products manufactured in their country while an additional 54% “mostly” bought local products.

Brands that are able to deliver purpose in an ethical way are seeing their value grow twice as much than average. Brands that are adapting to meet the new needs of their customers, they are reevaluating how they deliver real value at this time and also, acting responsibly and doing the right thing by the community and employees. 

There are opportunities to make the most of products like Facebook and Instagram Live.

Mobile Consumption Data

According to imobi social distancing and isolation has resulted in a 65% increase in mobile usage. (2nd wk of Feb vs March)

The top app categories seeing major growth are: 

  • + 211% In social media consumption. 
  • +113% Lifestyle consumption of media and entertainment
  • +78% News and media consumption

Successful brands that communicate proactively with their customers maintain  proactive and frequent contact with their customers, remain authentic, set realistic expectations, constantly monitor feedback and the changing needs as well as focusing on marketing relevant products. 

If you’d like to look deeper into the available coronavirus support that facebook is offering checkout some of the global resources. 

If you’d like some advice on your digital marketing strategy, get in touch. 

From Facebook: ANZ taking on covid-19 6th April 2020

From Imobi: ANZ_NL_2020/ANZ_Covid_19_Newsletter_Final, March 2020.

Consumer Behaviour is changing – Search

COVID-19 is changing the landscape for all of us. While the challenges of each business are unique, we are all being impacted in some way. Google recently announced a (USD)$800+ million commitment to support COVID-19 response efforts. This commitment includes Google Ads credits and more ad grants for government, health and relief organisations.

Social movement towards isolation presents new reality and may have ongoing effects throughout the year. 45% of Australians believe they would stay safe with precautions and good hygiene (however those aged between 45 – 54 are most concerned). 

Australians have ranked the top most important things to them right now are

  • 70% My family’s health and wellbeing
  • 43% My long-term financial security
  • 41% My mental wellbeing

We recognise that this is a rapidly changing event. There have been big shifts in consumer attitudes towards the coronavirus situation in the 2 weeks prior to 23 March 2020, in line with the rapidly changing situation and increased restrictions.

Product affordability, safety and availability are most important to Australians. Amid widespread health concerns, federal travel restrictions and local movement limitations, the economy is facing the greatest, and fastest change in consumer behavior. The most notable changes to consumer behaviour have impacted the financial, health and retail industries.

Changes in Search behaviour

There is no doubt that Search behaviour is changing, the interesting thing is how. In Australia overall shopping has held up well, mostly due to groceries and pharmacy needs. Consumers are diverting discretionary spending stocking up and temporarily reducing spending on non essential goods. People are also fearful of financial impacts further limiting their discretionary spend.

Google trend data below shows the trend lines for key search terms important to Australians during the Corona Virus pandemic. We would know these key needs well – face-masks, hand sanitiser, toilet paper and hand wash.

Talking with our Google partners we have seen some interesting statistics on search trends within Australia (2 weeks from 8th March 2020) the most notable being year on year growth for: 

  • +239% FMCG – Household Supplies
  • +124% Finance – Investing, Loans and Shares
  • +123% Online Food Shopping & Delivery
  • +94% Cosmetics & Beauty Products
  • +74 Hygiene & Toiletries
  • +61 Medical Equipment 
  • +54% Health Conditions 
  • +25% Shopping Portals & Search Engines

Undeniably this pandemic is changing the way consumers think, feel and act, in all aspects of their lives and across industries. This situation is rapidly evolving and it is increasing the amount of digital media bringing BVOD ratings through the roof as well as media consumption on social media as well as online enquiries. 

If you would like to find out more about what we are seeing in these times or would like to start a conversation about how you can make the most of these potential opportunities to provide value for people. Get in touch with us to set up an online chat.

From Kantar Australia: AU_COVD-19_Infographic_VD.pdf by Kantar, March 2020. Based on online survey of 500 Australian consumers between the ages of 18 and 90.

From The Lab & Nature: COVID-19 BRAND NAVIGATOR Real-time insights into the rapidly evolving landscape. 2 April 2020.

From Google vertical trend data – first 2 wks in March 2020.

Consumer Behaviour is changing – Video (Youtube & BVOD)

As the coronavirus (COVID-19) continues to disrupt industries and businesses around the world, mapping these consumer changes helps to provide a better understanding of how to provide value and pivot your marketing efforts. We have seen many reports carried out over these past few weeks from a number of partners and we have found patterns and insights from them invaluable to identify threats and opportunities within each of our client’s industries. Enabling us to help guide our clients through these murky and turbulent waters.

There has already been an increase in engagement across BVOD services. People are shifting their behaviours and digital media, specifically across BVOD, (even within categories from Live Sport to Entertainment etc)  mobile and social is also seeing increased scale. This is an opportunity for brands to capitalise on with Video.

Growth with Youtube video consumption is happening globally. 

For example the US is seeing a 10X surge in youtube watchtime within one month (in March). People are turning to online video to adapt, cope and connect, leading to high popularity of certain content topics usage is for YOY: 

  • 52% increase for study material and online learning
  • 49% increase for food and cooking content
  • 38% increase for content to help relieve stress and provide coping techniques 
  • 57% increase avg. at home daily workouts and in home fitness consumption

Over 6M Australians are consuming BVOD weekly 

Total BVOD Market reported 996M minutes, +13% Week on Week, +49% Year on Year (WC 29/03/2020 – Nielsen Voz’s early data). Below are some of the Key channels and their growth statistics:

  • 7Plus Growth:
    • +156% growth in Unique Devices since Jan
    • +52% increase in 7Plus member registrations compared to Feb
  • 9Now Growth: 
    • Recorded their biggest March days on record released in the first week of April and are predicting further scale and volume. 
    • The weekend of 4 April, sport was up 58% Year on Year. 70% Week on Week increase in viewership for news consumption.
  • SBS OnDemand Growth: 
    • +6% Year on Year to be 1.70Mill monthly active users in Mar
    • +30% Year on Year to be 7.66Mill of total registered users in Mar
  • 10Play Growth: 
    • Viewership is up 6% Week on Week. 
    • Live streaming is up +14% Week on Week. +56% Year on Year.

Online marketing and digital technologies are extremely measurable, with businesses able to gauge return on investment in real-time across digital media channels. That is why most Marketers are keen to make the most of this unprecedented opportunity with the Video Media consumption. The clock is ticking to make the most of these consumer insights and for your brand to provide assistance, assurance and value to consumers in this isolating time. Customers are more likely to stick with the trusted advisor coming out of this crisis. 

From Bench: Channel-Trends-Insights-April-2020-2 by Bench, April 2020. Based on Australia media.

From Google: Youtube trends in current environment from YouTube Data, Global, January 1 – March 18, 2020.

From AdNews: The clock is ticking on the BVOD market by James Young, general manager, Telaria,  23 March 2020. An opinion piece on Adnews online