Things I've Noticed As A Performance Marketer During The Pandemic
Working in marketing, Performance Manager, Andrew Tan has noticed several shifts in behaviour over the last 6 months, from consumers to clients.
Some changes happened at the time the pandemic hit and faded away once things started to ease, while other changes remain.
For clients, there was a variety of situations, from industries such as travel that were severely affected and essentially prevented from trading, to industries that pivoted and some that thrived.
One example is training providers who pivoted to online, and in doing so, tapped into a wider market.
As a marketer, Andrew had to ensure he was very responsive with ad copy and creative so messaging was in the right context, the value proposition was up to date and ads reflected the changing situation.
During the lockdown period, he noticed user behaviour shift from mobile to desktop usage, then this trend reversed as the lockdown ended and people were once again on the move.
Things continue to change with a degree of unpredictability, so you need to keep your finger on the pulse of what's happening and be ready to adapt and respond quickly.
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