How the pandemic has affected martech decisions

While some businesses are paralyzed, others have discovered a new need for technology to support a national marketing team.

Each industry has experienced the effects of COVID differently, and in the Martech world, this is a record-breaking problem for some companies, while others are virtually paralyzing their businesses.

“When the pandemic broke out, we saw people asking not to spend, so there wasn’t much technical activity,” said CEO Anita Brearton at a recent Martech Live session.

After the outbreak of Martech, two different groups emerged: those who experienced an immediate drop in income and those who had to respond to a sudden surge in demand due to homework and homework.

“There is a lot of redistribution of the still open channels.”

In some industries, such as online education, alcoholic beverages, and grocery stores, demand has suddenly increased with the launch of the marketing teams and the Martech team.

“[Marketers] had to look at the technology in their current environment,”. 

The digital transformation that COVID requires overnight has made some marketing tactics obsolete. Direct mail was revived in the B2B world until telecommunications reduced the impact of corporate direct mail. Business IP addresses are also becoming less relevant, so with the emergence of partially successful tactics and tactics, marketers are still trying to figure out how to work in 2021 and beyond.

“The need for a digital transformation that affects both types of societies must be accepted in this changing world,”. ‘I always thought AI would be the catalyst for digital transformation, but it’s actually the business environment as a whole. People are looking at technology and how it can transform things.

How has the pandemic affected our industry?

Like everyone else, those who work in the media, advertising, and marketing have seen a dramatic disruption in our work and daily life due to the COVID-19 pandemic. Many companies have hired employees to work from home to practice better social distance.

But social distance is also unique in our industry. The more society tends to distance itself socially to reduce the spread of COVID-19, the more each of us will rely on media, especially digital media, to keep us informed, to work, to learn, and to have fun.

 Here are some examples I’m talking about:

• PBS and the Los Angeles Unified School District (the largest in the country) collaborate to launch distance learning.

• Videoconferencing services and collaboration tools have become essential for a distributed workforce.

• Entertainment is now home entertainment. Case in point: Universal turned its theatrical releases into streaming.

We are already seeing the first impact of this movement towards a more digital society. In the United States, our brand intelligence tool shows a 40% increase in COVID-19 content engagement. With so much news changing so rapidly, reading, viewing, and listening to COVID-19 content is likely to increase over the next few days, weeks, and months. As more and more people are invited to stay at home, we are also seeing an increase in the number of digital videos and connected TV impressions. Our internal survey shows a 10% increase per week in advertising opportunities around the world.

Is this surprising? In short, no. The Internet is an essential tool for sharing information and its importance is only growing in the face of a crisis like this. Social media provides a mechanism for disseminating information and fighting social isolation. The digital video keeps us up to date and fun, as well as important distance learning resources for students who have completed the school year. At the same time, television, especially connected television, is an important source of news and entertainment.

The vast majority of these services, both digital and television, are ad-supported. This means that our industry plays a huge and critical role in the fight against COVID-19. To be clear, the work we do will keep society, the economy, and the individual in business for the next few days, weeks, and months.

How can individual brands respond?

In the face of the COVID-19 pandemic, almost all advertisers will have to adjust their media plans. Important decision marketers need to make immediately is whether they want their ads to appear in the context of pandemic news. 

While our internal research, regardless of each brand’s defined strategy, shows that there are media opportunities to support pandemic news coverage, as well as media opportunities to provide consumer entertainment, business programming, social engagement, and education. Technology vendors and agencies have the tools to manage proximity so brands can navigate their responses to the COVID-19 pandemic.

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