Promoting with Native and Push Notification Ads during a Crisis

PROMOTING WITH NATIVE AND PUSH NOTIFICATION ADS DURING A CRISIS

Even if the world is on a standstill, some businesses can still continue.

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Jairene Cruz

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As the coronavirus spreads through the world, it is difficult to predict what the future holds. It has profoundly altered the everyday life of billions of people. Aside from human impact, businesses are also facing overwhelming challenges thus, pose a serious mounting threat to the global economy.

During these uncertain times, we are forced to practice social distancing to halt the spread of the disease. Millions are spending a lot more in their homes than they used to and the only way to connect with other people and share information is through the use of the internet. It became our medium for news updates and health measures which present new opportunities for businesses.

Moreover, click or two is sufficient to get a broad audience or retain your existing customers. Now, the question is, how can we keep selling and doing business during this outbreak using native advertising?

Below are helpful measures to maximize advertising.

1. Instill sympathy and create stronger connections

In the midst of this dilemma, genuine empathy will go a long way. Consumers tend to patronize companies who show compassion. This is a perfect time to highlight your temporary promotions like a free upgrade to a subscription or an extension on free trials. Another thing is to make use of your older or excess merchandise. Let’s say you launch a new product, you may add the old merchandise as freebies once your consumer meets a certain purchase threshold.

As the famous quote says, no act of kindness will ever go to waste. Your customer base will remember how you helped them to this crisis.

2. Showcase product benefits and use purpose-driven campaigns

Humans are driven by feelings and emotion. Now that lockdowns and self-isolation is being practiced, it can cause emotional distress and anxiety. And to manage it, people are picking up new hobbies and pursuing activities to pass the time indoors and feel more productive. Interestingly, this becomes a window of opportunity to promote your brand’s most suited products and incorporate campaigns that will help them cope up.

Try to highlight the emotional response they will achieve by using your products or services. Meeting your consumer needs and expectations in a resourceful and creative way will increase the number of sales you make and at the same time lessens their stress.

3. Decide campaign timing based on heightened media consumption

Usually, media consumption is ramped up during the day but now that people are in quarantine, it is inevitable that consumers are staying up late and browsing online. Given the shift in behavior consumption and this new pattern, you may consider testing a campaign on a later evening and check for a particular time of increased activity or higher user retention. Knowing when to promote your campaign will keep you one step ahead of the competition.

4. Optimize cross-platform traffic

Right now, consumers don’t just expect to be entertained, but also be informed. Undeniably, mobile traffic will continue to surge up with the volume of the audience. This is beneficial to mobile apps and gaming advertisers.

With more people holed up at home and workers encouraged to adopt a work-from-home policy, most likely you will reach a more engaged audience. Seeking solace and distractions through the internet will potentially lead to an increase in ad inventory and desktop traffic. Plus, most consumers use more than one monitor which allows them to browse simultaneously. Also, the older generation prefers desktop computers to browse the internet.

Try to consider optimizing both mobile and desktop to drive the traffic that you need. For instance, native advertising for online shopping. Consumers will browse for products using smartphones but conversions may still be higher on desktop, mostly because it is easier to purchase an item when you have a larger view of the product.

5. Assess your campaign spending

It is evident that consumer habits have greatly changed but this doesn’t mean they will stop having wants and needs. Eventually, this fiasco will end and consumers will start spending again on a larger scale. Your campaign messages are more effective when repeated a couple of times a day or until peak hours at night. So if budget allows or you have an unspent budget, try raising your budget cap.

The bottom line here is: One man's loss is another man's profit. So don’t let anyone of your competitors eat your share of voice.

6. Content integrity matters

Keeping your customers at the center of your advertising strategy is more crucial than ever. In fact, you need to build trust by being proactively transparent on your sales process. Ensure that you are providing accurate information while uplifting and encouraging people. Make it a point to deliver the best experience and assure them that your products and services are safe to use. Continue this approach and it will ultimately lead to long-term consumer trust, satisfaction, and loyalty. Reliability and consistency will always be the key to maintain success.

While adapting to these new situations and patterns, your brand should remain in a positive light and stand out. Remember, every situation is an opportunity to grow. So keep the doors open and don’t forget to try the insights above and put your best foot forward to keep your business rolling.

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