2. Trends come and go.
I can once again talk about this:
AI en ML Robots en drones TikTok Tech backlash
3. 1. First-party Data
2. Creative & Media Linked up
3. Branding vs. Performance
4. Personalisation vs. Contextualisation
5. Ecosystems
6. From Pre- to Post-
7. Micro in
fl
uencers
8. Content as a loss leader
9. Pressure on Marcom
10.S-curve of social media
I had prepared:
10 digital
communication
trends
3
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7. ‣ This is a crisis.
‣ Our
fi
rst priority is with keeping
people and society safe.
‣ Let’s
fi
rst help where we can.
‣ But let’s also help within our
expertise - there’s a societal task for
marketing in the recession to come.
Optimism is a
moral duty.
7
8. 1. 4 phases in this crisis and how to
handle marketing.
2. What will have changed after this?
3. How to prepare for the new normal.
4. The S-curve of social media.
This is what
I want to talk
about tonight.
8
10. This is uncharted territory.
‣ We’re in a lockdown. Don’t try to
fi
ght it.
‣ Lots of economic damage - there will be a recession.
‣ But: massive government investments. Rebound will be big.
‣ There will be a ‘new normal’.
12. I can see 4 phases:
Start of the crisis.
Lockdown!
During the crisis. The new normal.
Get back in
the game.
13. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!
14. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!
15. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!
16. I can see 4 phases:
During the crisis. The new normal.
Get back in
the game.
Start of the crisis.
Lockdown!
17. Phase 1 — Start of the crisis - lockdown.
17
‣ As a brand: if you don’t help, shut up.
‣ Only communicate if you have
something to contribute. Be sincere & generous.
‣ Put your marketing on hold these weeks.
‣ Check your automated
fl
ows! Programmatic
buying, e-mail automation…
“Blijf in uw kot!” - M. De Block
For Belgium: right now. Month of
18. Phase 2 — Full lockdown
18
‣ New habits are being formed.
‣ Be present! Not salesy, but positive, connecting.
‣ Use digital channels from trustworthy brands.
‣ Keep your connection with your customers.
‣ Difference in marketing for the coming recession
is made here!
Starting 2 weeks after lockdown. April/May
19. 19
Phase 3 — Get back in the game.
‣ Pent-up demand will be
fi
lled in
fi
rst: going out for
dinner, travel, shopping.
‣ Be present! Activation. Expect temporary shift
back to ‘physical’ shopping.
‣ E-commerce players will diminish their online ads
> opportunity to catch up!
‣ Recession, yes, but…
Lockdown measures slowly being lifted. June-
20. 20
Phase 4 — The new normal.
‣ Acceleration of digital transformation. Full
swing to e-commerce and digital channels.
‣ Invest in e-commerce, D2C, digital channels.
‣ Come back to a sane balance between
brand communication and activation
(60%
-
40%).
22. What will have changed?
22
‣ Obviously: e-commerce. New habits. A whole new cohort of customers seeing
the ease ánd importance of home delivery.
‣ D2C. Supply chain will be rethought. Make sure you have a direct connection
with your customers.
‣ Digital channels. Live streaming. Long video. Gaming.
‣ Distributed selling. Micro-in
fl
uencers (KOL & KOC).
‣ Coming together in the ‘new’ social platforms: WeChat, TikTok.
Follow us for future
24. 24
1
How to prepare now.
Put your marketing on hold these weeks…
Check your automated biddings and e-mails!
25. 25
1
How to prepare now.
2
Prepare for dosed brand messages during
lockdown. Stay present. Connect.
Put your marketing on hold these weeks…
Check your automated biddings and e-mails!
26. 26
1
How to prepare now.
2
3
Be ready for activation campaigns after
lockdown. Especially in speci
fi
c sectors
with pent-up demand.
Put your marketing on hold these weeks…
Check your automated biddings and e-mails!
Prepare for dosed brand messages during
lockdown. Stay present. Connect.
27. 27
1
How to prepare now.
2
3
Be ready for activation campaigns after
lockdown. Especially in speci
fi
c sectors
with pent-up demand.
4
Prepare now (while you have time)
for the new digital normal.
Put your marketing on hold these weeks…
Check your automated biddings and e-mails!
Prepare for dosed brand messages during
lockdown. Stay present. Connect.
28. 28
Can you make it D2C?
Re-evaluate your
distribution chain.
1
Prepare now for the new normal.
29. 29
Can you make it D2C?
Re-evaluate your
distribution chain.
1
Choose different options: platforms,
saas solution, own channel.
2
Prepare now for the new normal.
Evaluate your
e-commerce options.
Follow us for future
30. 30
Can you make it D2C?
Re-evaluate your
distribution chain.
1
Evaluate your
e-commerce options.
2
Pick your channels based on
how close to the sale you
want to be.
Shift your marketing to
trusted news brands.
3
Prepare now for the new normal.
Choose different options: platforms,
saas solution, own channel.
Follow us for future
31. 31
Can you make it D2C?
Re-evaluate your
distribution chain.
1 2
Pick your channels based on
how close to the sale you
want to be.
Shift your marketing to
trusted news brands.
3
Start charting your
KOL
-
KOC ecosystem.
4
Prepare now for the new normal.
Follow us for future
Follow us for future
Evaluate your
e-commerce options.
Choose different options: platforms,
saas solution, own channel.
32. 32
Can you make it D2C?
Re-evaluate your
distribution chain.
1 2
Pick your channels based on
how close to the sale you
want to be. (Later more.)
Shift your marketing to
trusted news brands.
3
Start charting your
KOL
-
KOC ecosystem.
4
Start practising new digital
channels: livestreaming,
chat, videoplatforms.
5
Prepare now for the new normal.
Follow us for future
Evaluate your
e-commerce options.
Choose different options: platforms,
saas solution, own channel.
Follow us for future
45. Mass platform
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
46. Platforms evolve
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
47. Platforms evolve
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
49. Choose wisely
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
50. It’s moving
constantly
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
51. It’s moving
constantly
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
52. It’s moving
constantly
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
53. It’s moving
constantly
‣ Mass appeal
‣ Dominant audience
‣ Mass reach, no organic
‣ Cost in media buying
‣ Gaining traction
‣ Bigger audience, early majority
‣ Organic but bigger reach
‣ Cost in creativity
‣ New platform
‣ Niche audience
‣ Organic but small reach
‣ Cost in experimenting
54. Lots of platforms to use
But some platforms have more scale than others.
55. Best of both worlds
55
Allocate 70% of your budget and time to the staple platforms (Facebook,
Youtube). Reserve 20% for bigger and upcoming players like Pinterest and
Reddit. Spend 10% in experiments on newcomers like TikTok.
58. 58
RECAP
‣ 4 phases of this crisis and how to handle marketing.
‣ What will have changed after this?
‣ How to prepare for the new normal.
‣ The S-curve of social media.