Why Marketing Matters More Than Ever In Uncertain Times

It’s no secret traditional media in Australia was an industry already impacted by the growth of digital. While it’s understandable the spend of global companies follows this downward trend, marketing is actually more important than ever during times of downturn and recovery, especially for businesses that operate at a local, regional or national level.

As an agency, we work with our media partners every day – whether it is planning a client’s media campaign or working with newsrooms to get a client’s story into the public arena.  Recently we’ve seen major changes to some of the traditional media companies with the changes to news  delivery.  However they remain a part of the communities they service and important to our daily lives for information whether that be for the latest retail sales or catching the latest news.

It’s no secret digital media has impacted print, radio and television outlets from shareholders through to staff.  But these traditional media have also moved to deliver digital solutions to compete and deliver commercial outcomes.

Local media has long been at the heart of communities and during COVID-19, we have seen them come to the fore with keeping us informed and providing opportunities for businesses and advertisers to remain in front of their target audiences.

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For business owners, it can be difficult to determine where best to invest marketing dollars. As a whole, advertising spend has taken an arguably sharper downturn in Australia but it is not surprising when households do not have a lot to spend. According to a report released by the Communications Council on June 18, advertising spend fell by around 35 percent in Australia during April/May. In Britain this rate was just 15-20 percent, which is surprising given our relatively solid economic performance during this time. While it’s understandable the spend of global companies follows this downward trend, marketing is actually more important than ever during times of downturn and recovery, especially for businesses whether they operate at a local, regional or national level.

For businesses in the fortunate position to access at least part of their marketing budget, advertising during this time can reap meaningful benefits, especially for those less focused on immediate sales. Now’s the time to stay top of mind in your target audience and strengthen their relationship with your brand. The way you communicate with your customer and provide an offer or service that makes their life easier can create lifelong loyalty. And for better or worse, your business’ marketing activity in times of crisis (or lack thereof) will long be remembered.

But what are the key messages to convey? The right tone to adopt. The most economical channels focus on. Our in-house Media Experts at Waples can help! You can also schedule a complimentary 30-minute Marketing Intro with a Waples team member on Zoom. Click Here To Get In Touch With Us Today!

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