Given that a large number of consumers over the world are in lock-down, brands need to ensure more than ever that they are effectively communicating with consumers.
These communications need to be authentic, engaging, unique and relatable. It is so easy to get the message wrong that these must be carefully thought through and adapted as the situation develops.
Not only do brand owners need to contend with the ever changing landscape, but they must also be extremely careful in their communications to ensure that these are genuine and fair. The Advertising Standards Agency (ASA) has issued guidance on this and is clamping down on retailers who are trying to take advantage of the Covid-19 situation. However, it is the potential for reputational harm and damage to brand value caused by an ill-judged campaign that is probably the bigger risk. This is particularly so for social media marketing where brands are exposed to global censure and the risk of viral negative reactions.
If brand owners are able to get the right message across, they will not only increase brand loyalty, but also brand awareness and recall. However, in doing this brands need to take steps to mitigate the risks.
If you require any advice on managing your digital reputation or digital content risks then please do not hesitate to contact us and visit Kemp Little’s Digital Content & Reputation hub.
For additional information, please also see our content risk hub.
However, in this time of the pandemic, communication agencies, including marketing, advertising, and PR, are re-defining the media landscape by partnering with brands to generate relevant, original, and responsible content that drives appropriate action.