This article is part of our contributor series and was originally published on the Sprinklr blog.
With billions of people following stay-at-home orders globally during the COVID-19 pandemic, consumer behavior has changed dramatically, and the products, services, and brands that may have once been taken for granted have now become critical components to many consumers staying healthy, happy, and sane during their time at home.
Now more than ever, it’s critical to deliver the right content to the right users that will compel them to convert and to keep engaging. The key, though, is executing tactfully to avoid harming your brand’s reputation or upsetting your customers.
4 Steps to Ensuring the Effectiveness of Your Ads While Protecting Your Brand’s Reputation
1. Listening to Inform Advertising Strategy
Millions and millions of conversations are happening daily across a wide range of modern channels. There’s an influx of memes, more social sharing than ever, and an increased sense of community.
By listening to these conversations and understanding trends and prevalent themes, you can position your brand for success by serving the right creative to the right audience at the right time. It’s not just about acquiring new customers; it’s about retaining customers, too, and engaging them with creative that compels them to keep coming back for more, making your brand a staple in their household for years to come.
2. Analyzing Sentiment to Prompt Action
Did your creative miss the mark? Is a certain demographic feeling more sensitive than another? This can be uncovered by analyzing the sentiment on comments on your ads. Drill in to content, audience, and sentiment details on comments on your ads to determine if your strategy should be adjusted.
If a particular creative is getting an increase in comments with a negative sentiment, you may consider pausing that piece of creative in favor of others that may be resonating with audiences more positively. You could even create a rule to automate the process for you.
3. Leveraging Less Competition for Lower Costs
It’s no secret that many brands have halted their advertising spend in the wake of the COVID-19 pandemic. For advertisers who are continuing to spend, cost control is critical given the macroeconomic situation. By leveraging AI-powered optimization, you can simultaneously achieve your results and save on media costs by driving a lower cost per action (CPA).
In times of crisis, many organizations buckle down on costs or even reallocate funds to areas where they are needed most. By driving results at a lowest cost, you may be able to provide savings to your organization that can extend far beyond advertising efforts.
4. Reporting on Previous Performance to Benchmark
Using reporting, you can easily compare your current results to results from a previous period, giving you better insight into whether your ads are effective and if you need to adjust your strategy. Determine which geographies, audiences, and creative are performing best during this unique time period to take action and your campaigns, ad sets and ads to drive the best possible results.
Prior to the COVID-19 pandemic, women between the ages of 18-25 may have been your highest performing target. However, due to shifting priorities and sentiment, they are now converting at a lower rate. Using this insight, you may determine to shift budget to an audience that previously performed poorer than women between 18-25 but now have an increased interest in your platform.
To learn more about how you can bring these advertising strategies to life, request a demo of the Sprinklr Modern Advertising solution.
Lauren is a marketing and advertising professional with nearly a decade of experience in the digital space. Through her work in roles at brands, agencies, and software companies, she has developed a comprehensive viewpoint on how social and digital mediums drive customer journeys and impact brand performance. Currently, Lauren serves as the Senior Product Marketing Manager at Sprinklr -- a modern CXM platform that enables Marketing, Advertising, Research, Care and Engagement across 35+ social, messaging, chat, and text channels.