As marketers, we not only have to contend with the pandemic itself, but also are challenged to break through the resulting infodemic. How do we as brands stand out, maintain awareness, establish thought leadership, and earn or secure media coverage in a very noisy landscape? MERGE asked two of its media experts about how the media landscape has changed during the pandemic and what today’s marketing and communications professionals need to consider. Here’s what they had to say.
Paid Media Food for Thought
Brian Rec, Associate Media Director
"Challenges arising from the spread of COVID-19 have increased the use of new and existing media technologies as millions of consumers work from home and digital connectivity more strongly influences everyday habits. This digital focus has accelerated use and adoption of OTT streaming services along with increased video content use, which will have the longest-term impact on media. According to eMarketer, daily time spent with video has increased to over two hours, a 42% increase YoY. This channel has seen continued growth in recent years, but with more time spent at home and increased media consumption during the pandemic, it has resulted in a rapid expansion that will continue to impact the media landscape long after COVID-19. It will be very important for marketers to focus on how the pandemic will change the landscape long term and apply those learnings into their media planning for clients now and in the future."
Earned Media Food for Thought
Megan Smith, Account Director
"It is not business as usual - COVID-19 exacerbated the already narrow media landscape. As of May, an estimated 36,000 employees of news media companies have been laid off, furloughed or experienced pay cuts as a result of the coronavirus, according to The New York Times. Between newsroom layoffs and a hyper-focus on COVID-related news, breaking through the noise is harder than ever before. Through this, marketers and communicators have an opportunity to build lasting relationships with reporters by sharing true, authentic news or insight that offers a compelling connection to the circumstances at hand. Understanding that COVID-19 is the only context right now and that in many cases, journalists who never covered health or science are thrust into an unfamiliar world, they are looking for thoughtful, informative stories and sources that help them deliver on their goals to help alleviate the tension or support people's needs. Think about storytelling from all sides - the angle, as it aligns to the current landscape, the news value, the source or insight, and the assets you might be able to provide that visually help illustrate the story."
Keeping these trends top-of-mind can help you navigate the current landscape and stay ahead of the game in the future. At MERGE, we understand these evolving challenges and are here to help guide other marketing pros to reach their media goals. Learn more at https://mergeworld.com/marketing-advertising-services/media.