Brands should address short-term pains, problems, and goals in their ads and emails

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2020, 1:15 AM UTC

Google cost-per-click is 10% more affordable and CPM is 36% more affordable than last year.

This article suggests advertising strategies brands can implement during the pandemic, based on recent ad data gathered across platforms like Facebook and Google. Focus ad and email messages on short-term pains, problems, and goals, as click-through-rates and open rates for messages led with COVID-19, are low.

To reach out to consumers with branding and awareness-building messages, brands should create ad campaigns on Facebook, YouTube, and Amazon as its more affordable right now. Facebook’s CPM seems 82% more affordable than 2019, while YouTube’s cost per view is 40% more discounted.

The author recommends brands that are still operating to create ad campaigns, as advertising spend trends co-relate to increased returns. Offering and creating new discounts will ensure greater success for brands.

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