The case study in the media category on the “Importance of Maintaining a Cross-Media Ad Strategy Through a Crisis” by O’Grady and Strazzera considers the need to sustain brand advertising in the light of the novel pandemic and its long-term influence on customer behaviors. The reduction in advertising could be detrimental for businesses, which calls for forward-thinking from advertisers. As a response to the challenge, cross-platform and content strategies have been created to reach engaged audiences (O’Grady and Strazzera). By having clarity into which channels and advertising tactics impact specific potential customers, marketers have the capability to develop optimal consumer experiences across a broad range of devices to maximize results. Managing marketing and advertising channels through channel-specific and fragmented strategies is no longer effective, which is why O’Grady and Strazzera propose using a cross-media audience strategy for better results.
During the pandemic period, the top industries by spending include healthcare, media and publishing, food, automotive, entertainment, and financial (O’Grady and Strazzera). To achieve success in the development of more effective marketing strategies in the mentioned industries, advertisers should consider such points as the effect on online and in-store sales, the return on ad spend, the impact on existing and new brand buyers, the response from audience segments, as well as the influence on market share. More effective marketing strategies, according to the findings of the case study, will result from increased creativity on the part of marketers. Being creative is currently highly important because customers are now spending more time online and watching television, which offers brands a great value to demonstrate their effective advertising and grow the revenue and reputation of companies that are being marketed.
O’Grady, Matt, and Michele Strazzera. “The Importance of Maintaining a Cross-Media Ad Strategy Through a Crisis.” Nielsen, Web.