adfocus
Consumer engagement: Things are different now
Before Covid-19 hit, there was a 78% probability of ads having an impact on sales, a Kantar study says. During the pandemic, that dropped marginally to 74%, suggesting that consumers didn’t stop engaging with advertisers. But there are changes that should be acknowledged
01 October 2020 - 05:00
Most brands, across all sectors, are struggling to continue with pre-Covid-19 media spend. But it is interesting to note that brands that retained prominence and equity in the 2008/2009 financial crisis were nine times more likely to stage a quick recovery than those that did not. And that, says global research company Kantar in a new study, is a critical guide for brands struggling to keep their heads above water during the pandemic.
The starting point, says the study, is to acknowledge that there has been a radical change in consumer behaviour...
Would you like to comment on this article?
Register (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Commenting is subject to our house rules.
BL Premium
This article is reserved for our subscribers.
A subscription helps you enjoy the best of our business content every day along with benefits such as articles from our international business news partners; ProfileData financial data; and digital access to the Sunday Times and Sunday Times Daily.
Already subscribed? Simply sign in below.
Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now