Audio content continues to prove itself as people adapt to the COVID-19 pandemic. We’re beginning to see fundamental changes in consumer behavior as people realize that the COVID-19 pandemic will continue to impact both their work lives and personal lives for the foreseeable future.
What fundamental changes are occurring in consumer behavior?
According to Jeffrey Cole, director of the center for The Digital Future, the COVID-19 pandemic precipitated a catastrophic interruption in life as we knew it, more so than even the outbreak of World War II or 9/11. The pandemic forced consumers to adapt their behavior as the “new normal” became our reality. How have we, as consumers, changed?
- Many employees say that they want to continue working from home.
- One-third of consumers are purchasing groceries and to-go meals online.
- Consumers and business owners who previously shunned online banking and financial services now utilize these services.
- Telemedicine has taken off with more consumers than ever contacting medical professionals online.
Even more remarkable is a shift in their view of advertising — one-third of consumers now acknowledge that advertising is essential to support news reporting. Almost 40% are willing to disable their ad blocker to support essential news services.
Consumers have proven that they can quickly adapt to the new normal.
Savvy retailers have demonstrated that opportunities still exist amid an economy jolted by the COVID-19 pandemic. Businesses that adjusted quickly are reaping the benefits of their investments towards changing consumer behaviors.
Brand reputation will play a significantly more important role, too, so it’s critical to help your clients realize the necessity of establishing their brand as one that supports humanity for the betterment of society.
The pandemic has been a wake-up call for many consumers — as they look at their lifestyles and their careers — and review their financial plans for the future.
While many will accept their status quo, now is the time to reach people ready to embrace change. Two key challenges await PR professionals and marketers.
- Luring new consumers who are making changes as they adapt
- Retaining existing customers who develop a new mentality
It’s the perfect time to consider adding radio into your mix of planned media outreach. Radio is a valuable tool to help your clients rethink and promote their brand. Here’s why:
- Affordable. But even more importantly, targeted to your client’s potential buyers. Opportunities exist for local, regional, and national outreach.
- Dependable. Radio has proven itself time and time again with its ability to adjust to changing times and changing technology. It’s easy to access — in the car, on your smartphone, or streaming from your computer or smart speaker.
- Ability to target specific demographics. The pandemic’s effects on different demographic groups have been varied. Some demographics have been less affected financially, while other demographic groups are coping with economic distress. Radio provides the ability to target demographic groups like no other medium.
Shifts in behavior are pointing to dramatic, long-term changes among consumers. Contact us today at MediaTracks or call at 847-299-9500 to learn more about how radio can be used to target and distribute a meaningful message that will resonate with people working at home, in the office, and on the road.
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