Seeing the Bigger Picture POV: A Vaccinated World - part one - MediaCom
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Seeing the Bigger Picture POV: A Vaccinated World – part one
The pandemic forced a
giant experiment in
human behaviour
change
Depending on what you read, it takes c. 30 days to
make a new habit, and we have definitely had over
30 days
2
Experiments can change a lot of
behaviour for good, but equally
a lot reverts to type
We get stuck behaving in ways that aren’t in our best
interests and are sub-optimal.
Across 48 hours in February 2014, most London
Underground stations were closed as workers went on
strike. Commuters had to find alternative ways to
commute.
5% changed their commute for good, 95% went back to
how it was.
3
It’s hard to know what changes will stick,
because we are a long way from a point
of stability and equilibrium…
… What has happened is only an
indicative guide to what will come
4
We haven’t had a period of relative stability
2020 2021 2022
Jan Mar May July Sep Nov Jan Mar May July Sep Nov Jan Mar
Huh?
Shit...
OH SHIT.
You are here
Re-emerging
Adapting and
Coping
HERE WE GO
AGAIN
Still in it?
Back to normal?
5
So what do we think might happen in 2021? What behaviours
will permanently change, and which will revert?
ROCKS BADGERS ICEBERGS
Those things that
Brought about or
“HIBERNATED” and we Long-term changes to
accelerated by the
missed during CV19, but anticipate and
pandemic and here to
will be embraced again future-proof for
stay
with renewed vigour
6
01
ROCKS
BEHAVIOURS BROUGHT ABOUT – OR
ACCELERATED – BY COVID-19, AND
WHICH ARE HERE TO STAY
- WORKING FROM HOME
- COUCH COMMERCE
- SUPPORT LOCAL
- STREAM CULTURE
- LITTLE LIFTS
7
1. WORKING FROM HOME
53m
Commuter Hours lost in April 2020
Source: London data store 8
A once-in-a-generation chance
to reimagine how we work
“The sudden shift to distributed work has provided a
once-in-a-generation opportunity to reimagine
everything about how we do our jobs” Stewart
Butterfield, Slack Founder.
Prior to the outbreak 68% of British employees never
worked from home. Lockdowns have come and
gone and come again, but the amount of people
working from home has vastly increased. In April 2020
49.2% of adults were working from home, in October
2019 this sat at 24%. This has had several big benefits,
top amongst them, no commute, saving money and
better work-life balance.
Once the crisis is over, most (57%) of those who were
working before the outbreak and who intend to stay
part of the workforce say they want to be able to
continue working from home. (You Gov)
You Gov, Slack andGWI 9
So what? Brands need to find
new contexts in new routines
With more of the UK working from home even post
pandemic, this means commuter hours will be lost,
routines will be changed, habits lost and the role for
many brands in these moments will be lost.
Questions to ask:
When we go back to a semblance of normality a • How have your audience routines changed?
large proportion of office workers will still work from • What moments have been lost and what new
moments made?
home more, and importantly even if we do go back,
• How can your brand play a role in those new
habits will have been broken. From commuters who
moments ?
always bought their morning coffee on the way into • How can media tap into these contexts?
the office, to workers who went to the gym next to
work at lunch time, to those millions of people who
spent hours in the car each day listening to the
radio. We need to understand the new work-life
routines that emerge and the media contexts that
allow us to target them.
102. COUCH COMMERCE
50%
In 2020
of customers are shopping online for products they
have never bought online before.
SourceStatista 11Couch commerce has made
shopping easier
Covid accelerated the move to e-commerce, with three months
of lockdown accelerating the level of ecommerce sales by four
years. In 2019 online retail accounted for 19% and in 2020 it
accounted for 26.2%, aka £99bn of sales.
Grocery retailers turned into delivery services overnight. Online
grocery shopping took 24 years to get to 7.5% of sales, then 23
weeks to get to 15%, with 1/3 of that growth coming from new
shoppers.
The biggest shift towards online supermarket shopping was in the
over-55 age group, where regular online shopping nearly trebled.
Both new and old brands are getting into D2C space. Shopify
reported the number of new stores being set up on their platform
grew by 62% in the second half of Q1 compared to the first half.
Also, a rise in social commerce, with forecasts suggest the global
social commerce market will increase upwards of 34% by 2021
(eMarketer June 2020)
And research predicts online shopping is here to stay, with 89% of
customers saying they will continue to shop online at the same
level post lockdown, and 93% of Brits feel confident in now
shopping online.
eMarketer, Google, ONSI 12So what? Brands need to make
sure they add the BRAND into
D2C
With more people shopping online there are more need states,
moments, times that might trigger a purchase. In April 2020 searches
for online shopping, were up 760%. We need to understand these
new ways of interacting with our categories. Questions to ask:
• Is your e-storefront as compelling as your physical
The danger with an increased focus on D2C is that the relationship a storefront?
brand has with its customers becomes increasingly transactional • How can you add positive friction to the D2C
and without the depth of experience you get IRL. If winning in D2C space?
becomes all about bottom of the funnel conversions, we will miss • The need states, searches, times, devices and
out on the chance to grow sustainable brands. So, it’s critical to platforms that trigger a new purchase have
balance D2C with brand building. From direct-to-consumer to multiplied, do you understand the new ways
brand-to-consumer. people interact with your category?
• Ensure you do not disregard the old by asking
Add positive friction to the experience. In an increasingly
‘what has stayed the same in your category
transactional space, it’s not just about driving quick conversions, we purchase journey?’
also need to add positive friction to the D2C journey, friction that
gives us a chance to harvest more first party data, that keeps
customers with the brand for longer, that allows brands to talk to
them more often, that keeps them coming back.
Google 133. SUPPORT LOCAL
82%
Online conversations about community up
Wunderman ThompsonRise of community spirit and
supporting what’s on our
doorstep
Over the pandemic we have seen a resurgence in
community spirit driven by how much more time we
are spending local and by the Blitz-like need to pull
together. And this is manifested in support for local
businesses. People have started to realize the
positive impact of their buying power and that our
purchases can have a positive impact.
Earlier this year, 55% of shoppers consciously
intended to spend more money in local shops after
lockdown and nearly two-thirds (62%) of the
population plans to stay loyal to the local businesses
that helped them through lockdown.
Intended behaviours aside, we’ve seen actual
evidence via search data that people are
increasingly focused on local options. Searches
containing ‘near me’ reached a 5-year high in
September this year. This isn’t a sudden spike that will
soon taper off – there has been a steady YOY
increase even before 2020.
Mintel, Wunderman Thompson, Google 15So what? Location, location,
location
With people continuing to work from home and more
flexible remote working options becoming more
accepted, the importance of taking a local approach
will only increase.
Brands need to understand renewed movement Questions to ask:
patterns and the footfall potential within local, as we • How can you understand and benefit from live
know travel patterns have changed significantly through location movement patterns?
• How can you adapt your message for maximum
lockdowns and will continue to adapt into 2021. We
relevance to the location?
need to adopt a “people not panels” approach to OOH • How can you support the desire to “love local”?
& DOOH, use mobile data and geo-data to adapt to live • What can you do to support communities, either
locations and flex our buys to reflect where people physically or virtually?
actually are now.
Also brands need to consider when and how they
localise their message to maximise relevance for their
audience.
Brands can also tap into renewed affinity to community
and local, to supercharge cultural relevance.
164. STREET CULTURE BECOMES STREAM CULTURE
8.6m
Since the pandemic we have seen
New mobile gamersThe blurring of lines between IRL
and IVL is here to stay
With less movement and interaction IRL we have moved
into the virtual world, and the streets have moved into
the streams.
This is demonstrated in everything from how we watch
entertainment, together, with a spike in watch parties
(searches up 400%), to how we exercise as a community,
with virtual classes. Joe Wicks saw at his peak 955k views,
getting him a Guinness World Record. Home fitness is
becoming the default – 81% of millennials & 66% of
consumers saying they prefer it. And 72% of people
expect to see a lasting increase in home exercise with
digital instruction.
We also saw the massive rise of gaming and the
beginnings of the metaverse – Alexandria Ocasio-Cortez
was using Animal Crossing for house calls in May last
year, Christopher Nolan was releasing the trailer for Tenet
in Fortnite, and Lil Nas X was hosting shows in Fortnite,
with 33m views. Gaming as the new stream culture
environment is the biggest entertainment growth
category in the world.
WFSGI + McKinsey Global Sporting Goods Survey October 2020 18So what? Kickstart brand visibility
in the virtual space
With the blurring of lines between IRL and IVL set to
continue, how do you kickstart brand visibility in a virtual
world?
In particular it’s important to consider gaming now as a
mass entertainment form that allows you to integrate Questions to ask:
your brand into the virtual world. Over Covid-19 we • How can you build your brand visibility in the virtual
have seen a 50% increase in mobile gamers in the UK - world in a natural way?
• What is your brand’s value-add to the way your
the equivalent of 8.6m people. So we now need to
audience connect and consume in the virtual
consider it as a vital way of moving from street to stream space?
culture. • Have you considered gaming in your media mix?
And not forgetting it is also a spectator sport.
Sites like Twitch and You Tube Gaming had amassed
large followings anyway, but Covid-19 has brought them
to the masses, with musicians, creatives, charities and
athletes all taking to gaming platforms to entertain, to
connect with fans and to fill the void.
195. LITTLE LIFTS
We watch
41 minutes
A day of Tik Tok
GOOGLE 2019 - 2021 20The pandemic has seen
heightened emotions
We are living through a period of heightened emotions.
This is Hedononmeter – using social data to understand
net happiness globally, which took a massive dip when
Covid came along. The world is a spikier, less content,
less happy place now. We are more emotional.
From the massive downs and anxiety caused by multiple
30
lockdowns which saw UK consumer confidence drop by
20
2 points to -28% in Jan 2021, to the emotional highs of
10
Captain Tom, Clap for Carers, and the fast spread hilarity
Household financial situation
over the next 12 months
0
of internet sensations like Jackie Weaver. -10 Climate for Major Purchase
Throughout it all we have needed levity and laughter, -20
Expectation for development of
the economy over next 12
and little lifts. And this need for entertainment will -30 months
continue into 2021 and beyond. -40 Consumer Confidence
-50
-60
GfK, Hedonomter, 21So what? A continued need for
levity past the pandemic
There is an important role for brands in giving people that
little lift. We know 54% of Brits watch You Tube for
comedy and this is why TikTok has actually taken off.
3.7m Brits watch on average 41 minutes a day. Questions to ask:
• What are your audience need states throughout the
It’s important to ask what your audience’s need states day/ week/ month and do they need a little lift?
and mindsets are. The most important need states will • What role can your brand play in giving people a
change across audience and category. How can you little lift?
better understand your audience needs and how they • Which ‘positivity partners’ are right to help your
brand give your audience little lifts?
are flexing?
And can you find a positivity partner, as entertainment
brands are in a prime position to offer little lifts and
positivity? It’s key to consider which brands you can
partner with to amplify your positivity.
223.For
GENDER EQUALITY
more information on these
topics
Steve Ricketts Lindsey Jordan Jack Bradford
Head of eCommerce Joint Head of Strategy Team Sport & Ents, Account Manager
Steve.ricketts@Mediacom.com Lindsey.jordan@Mediacom.com Jack.Bradford@Mediacom.com
23You can also read
