In the recent decades internet has always been a crucial part of our lives and since the start of Covid-19 pandemic, it is still and important tool for us. A recent study showed that about 53 percent of U.S. adults said the internet is an essential part of their lives since the start of the pandemic and about 34 percent said it is “important, but not crucial” for them. In this article we want to dig a little deep into this and see should businesses continue advertising amid the Covid-19 pandemic or not.
Globally, since June, web traffic grew by 10.2 per cent. Digital sales has seen incredible growth, too, from 12 per cent in Germany to 57 per cent in Vietnam. However, this increase was followed by many companies spending very minimally in online advertising.
As per a report released by March Econsultancy, 29 percent of brands agreed to retain the amount of advertisement that they had before, that companies are slashing costs and evaluating whether they can retain their workers and keep cuts to a minimum. Together, we found that almost 82 per cent of companies cut their advertising expenditure.
Why Do Mobile Advertising Win?
You now have to live in a bubble in order to not recognize how much mobile apps have been an integral part of the lives of most people. While the smartphone app industry may originally have been dominated by office collaboration tools such as email, app developers are creating resources that are central to all facets of our lives, from entertainment to mental health and wellness. A new survey found that smartphone apps already eat three hours and 40 minutes of time a day on average – more than people are watching television.
The technology industry’s growth is huge, with programmers looking to build invaluable resources in our lives, and the new features we need to use. In 2019 alone, mobile-first-focused businesses had a total value of $544 billion — 6.5 times more than those that didn’t.
With state lockdowns preventing people from attempting to interact in person with friends , co-workers and families, consumer demand for video messaging apps has increased fast; even governments rely on their own “great apps” to offer track-and-trace as well as other pandemic-focused services.
Another explanation for placing advertisements on smartphone apps is that they continue to see higher levels of engagement than mobile-optimized sites or PC web browsers — over 80% in 2019 — and achieve 100% to 300% higher rates of conversion. The rise in revenue is caused by an improvement in the number and visit frequency.
Mobile apps vs mobile-enabled sites
We can identify specific tools, techniques and features behind such numbers that can’t be used by the mobile-optimized sites. So first, applications run and publish faster, and are just below the fingers of the user. People use smartphones and applications on a regular basis, and they’re only a swipe away from the products or services.
Time spent on shopping apps has risen to 18 billion hours worldwide in 2018, as per an App Annie survey, and it was before the pandemic started. It specifically leads to the likelihood of immediate customer interaction, which offers advertisers plenty of chances to draw them not only through the application, but also by text alerts, emails, notifications and etc.
This takes us to one of the smartphone app’s most essential functions and the main incentive of using them: personalization, from providing personalized coupons and notifications to loyalty programs to geolocation and customer experience tracking. App environments are usually a perfect place to check various marketing strategies and techniques which can lead to increased conversion levels. Moreover, the analysis of Compuware demonstrates that 85 per cent of customers prefer applications over mobile sites.
Before we had heard about the pandemic, the estimate for mobile gaming revenue in all app stores in 2020 was expected to top $100 billion. Games currently account for 72 per cent of spending on the app stores. Mobile gaming increased its global advantage in market sales 2.4 times more than PC / Mac gaming in 2019, and 2.9 times above the home game consoles.
Gaming across various platforms have often propelled technology and mobile gaming is now accounting for a lot more mobile screen time with developments in mobile devices. Advertisers were not late to pick up on this, and we are seeing ads achieve a strong foothold as an outcome. Games are very interactive by their very definition and that ensures that we are going to continue seeing an increase in game ads. Positioning of products, branded content and much more traditional media methods are all ways advertisers make use of this platform.
‘We are together in this’ doesn’t imply ‘we are the same’
Several major companies launched their advertising campaigns at the beginning of the pandemic, but their ads were so similar: “We have to help each other,” “We’re in the same boat,” “We’re in it together.” So is that exactly what people expect from companies to hear? Companies are wasting millions of dollars on ads but almost everywhere the customer experience gets lost in the same “white noise.”
Be frank with your clients and be open—tell them how you support and help your staff. It’s a time for fundraising so consider helping your local hospital and home care groups as well as try to raise funds for healthcare services in your country. That is an incredible activity.
The pandemic will end one day, but clients will recall how your company behaved throughout that time. Do not believe that your company is your customer’s family and friend when you write “Sale! Final Discounts” at the bottom of your email or at the end of your video advertisements,