“Mera pizza ghar aaya, oh raam ji”
“Tu cheese badi hai mast mast!”
“Mere Karan Arjun khayenge”
Wait! We have seen these creative advertisements somewhere, haven’t we?
Yes! Definitely, who can forget the bold white letters on the bloody-red template?
It is their USP. Well if you still have no clue what we are talking about, then today, go ahead and order your favourite food from India’s topmost food delivery application.
Not kidding about the creatives which Zomato produces for its advertisement strategy. But how come the advertising industry has this much scope?
Like every other online existing industry(digital marketing industry, automobile industry, social media marketing industry) , the advertising industry plays an essential and pivotal role in maintaining the existence of brands online.
Since the onset of the major crises(Covid-19) that hit the world in 2020, almost every brand, company, business, etc. started maintaining their brand image and brand name on the internet.
While it put a brutal halt on offline activities, the internet began to rose and then there was no coming back.
There is a definite thumb rule in the advertising industry. It is such that the ad spend follows the rise or decline in the Gross Domestic Product(GDP).
The impact of the Covid-19 crisis on the advertising industry in India has been really remarkable. Well, the how and why of this particular statement would be answered shortly.
You must be thinking that if we had to share our knowledge of the impact of coronavirus on the advertising industry in India, then why did we start off with Zomato’s ‘cheesy’ advertisements. That was because the kind of advertisement strategy Zomato has chosen is ultimately proving to be worth every effort. It is to make you realize the importance of advertising and the kind of impact that Covid-19 had(has) on it.
Coronavirus Effect On Advertising Industry
1. Change In Consumer Behaviors
The major impact of the Covid-19 on the advertising industry has been the change in consumer behaviour after the whole lockdown period.
The change in consumer behaviour has made the advertising industry more impactful. People were dependent on social media and other platforms to look for everything, that they needed, and what they wanted to purchase. In this period, we think that those businesses, companies or brands, who used the advertising industry and strategies in their favour according to the customers, benefited the most. The increase in the consumption of media eventually resulted in the increase and consumption in ads as well. Coronavirus impacted the humans in a worse way and eventually, they were trapped in their own houses. Now, this trapping lead to the homecoming of the services, which were seen and bought online, with the assistance of advertisements.
2. Long Term Shift
The impact of coronavirus on the advertising industry does not have any short term impact.
It is the dynamic and ever-evolving phase in the advertising industry. The world would see a more profound impact of coronavirus on the advertising industry and the digital marketing industry in the coming years. Consumer behaviour has been transformed which is(will be) leading to a long term shift in the advertising industry. The advertising industry is alive only because there are consumers. There can be no supply without the stock. Henceforth advertisements are responsible for creating demand.
3. Adopted Behaviour Of E-Commerce
As there has been an increase in the consumption of media activities, the adopted behaviour of E-commerce by consumers is also pretty much on a rise.
Covid-19 has impacted the E-commerce market as well.
Ever since humans were caught and trapped in their houses, they most depended on the social media platforms like Facebook, Instagram, Whatsapp, Pinterest, etc. for their social interactions. The advertisements are also posted on various social media platforms, which therefore affected the consumer behaviour of purchasing as well.
Consumers would either see the advertisement on a platform or they would have known the existing E-commerce platform. While being trapped due to Covid-19, almost 99.78% of the population preferred to buy things from online stores. Be it groceries, food, medicines, books, clothes, and everything else.
4. Flexibility
The impact of Covid-19 on the advertising industry has been immense.
The businesses, brands, companies have adjusted and compromised themselves according to the critical situations.
This is the main reason why the digital marketing industry is very flexible and is preferred over the other marketing methods. Well advertising, be it traditional or digital, has always impacted consumers. The situation now is such that the safe way to advertise your brand is to do it digitally. In today’s time, most companies have established themselves digitally. The graph of digital marketing is rising. It is predicted and expected to rise in the near future as well.
5. Video Connect
The immensely prolific video creating channels like YouTube, television, Instagram Reels, connect the most to the users.
The reason why most of the advertisements which make an impact is the videos connect to whole another level. If you really want to create an impact on the psychology of the consumers, you need to relate, connect and understand them wholly. For doing so, videos, short videos, explanatory videos, paid partnership advertisements are really proving to be essential.
Since the lockdown happened because of Covid-19, the concentration of people have really decreased. Social media platforms like Instagram, since it understood the psychology of the consumers, launched 15 seconds reel strategy.
6. Education Frontier
You will be shocked to hear the statistics of digital marketing after coronavirus hit the globe.
From a student’s point of view, it becomes really important to decide their career based on the current requirements and the demands of the humans. The search volume per month for ‘digital marketing courses’, in May 2019 was approximate 60,500. This number reached 90,500 in May 2020, which was the peak of the pandemic. The massive growth of 49.5% was seen last year in comparison to 2019. No matter what career students choose, this is one such career that for now has a great scope for students to grow.
Well, at last, there is always more scope of the industries dealing with information technology. No matter how worse the situations were during the peak periods of coronavirus. The impact of Covid-19 on the advertising industry has been beneficial. It will continue to grow no matter what. The future is digitalization and so we believe that the digital marketing and advertising industry have just started their journey on this new path. While trust us when we say, they are the apex.
