Warum DIVERS?

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Brands have to learn to live with Corona.
People want more individualized #brand communication on #Corona - at the same time crave for messages that make them forget about Corona.
The "New Normal" leads to new motivating drivers:
• The "support me" need - this target group demands tips on how to deal with the Corona crisis in everyday life, at work and in private life; advice is in demand as the focus of marketing communications.
• The "calm me down" claim - this target group craves relaxation, so brands here should primarily emphasize calming and relaxing content in their marketing communications.
• The "distract me" craving - this target group tends to prefer “entertaining” advertising content, anything that helps make the crisis seem forgotten (or at least easier) is relevant.
• The "let it go" saturation - this target group simply can't and won't hear the topic anymore - at least in the context of marketing, communications and advertising. Companies score points here by being plainspoken.
This first conclusion on brand communication in pandemic times should therefore be “nothing is normal” & "change is the only constant".
#digitisation #Digitalbarometer #digitalmarketing #di