S360 Digital Trends
The COVID-19 pandemic has resulted in a whopping 95% of America to be put under a stay at home order. This has predictably caused drastic changes in the day to day life and online habits of everyone being impacted. While the resulting lock downs are likely temporary, the potential for these shifts to have long-lasting consequences well beyond the pandemic is a real possibility.
Some noticeable shifts are already significantly shaking up areas of the Internet that were once considered the norm…
The cost of digital traffic has declined anywhere between 40% – 82% depending on marketing channel.
| Timeline | Search Cost Per Click | Social Cost Per Video View | Social Cost Per Thousand Impression |
| Pre-COVID | $0.61 | $0.51 | $13.32 |
| Current | $0.36 | $0.09 | $7.27 |
| % Decrease | 40.98% | 82.35% | 45.42% |
Engagement rates have largely remained flat to slightly elevated with a a range of -0.18% to 3%.
| Timeline | Search Click Through Rates | Social Click Through Rates | Social Video View Rates |
| Pre-COVID | 5.19% | 2.18% | 54.93% |
| Current | 5.92% | 2.00% | 57.80% |
| % Change | 0.73% | -0.18% | 2.87% |
Opportunities to win inventory with reduced competition and costs of traffic are up fairly significantly. We have seen an increase in digital impressions won of 9% and an increase in video impressions of 350% with the same or reduced budgets.
| Timeline | Impressions Won | Video Views Won |
| Pre-COVID | 11,644,614 | 302,504 |
| Current | 12,814,970 | 1,055,755 |
| % Increase | 9.13% | 349.01% |
TEAM
WHAT WE'RE RECOMMENDING
Digital experiences are quickly replacing in-person experiences. Communication plans should be shifting to adapt to this new reality. When developing a media strategy, we recommend:
1
Help don’t sell
Content should support or provide a resource to the audience
2
Avoid fear mongering
Focus on tone and positive messaging
3
Foster connectivity
Convey personal experiences with relatable circumstances
4
Support public health recommendations
Avoid posting creative with people in large crowds, out at restaurants, etc.
5
Be proactive
Communicate changes to let people know how you’re adapting
6
Be flexible
The landscape is changing quickly and messaging should reflect these changes
More than any time in history, people are at home, online and engaging with interesting content that proves to be informative. Big things can be accomplished by leveraging digital communications in a strategic way to reach these home bound individuals.