In Ottawa, we are in our seventh week of working-from-home (WFM). Every hour our phones and inboxes audibly announce coronavirus-related messages. While not all communications are valuable, today I read interesting research stats that will be valuable to marketing professionals in both business-to-business (B2B) and business-to-consumer (B2C) contexts.
New IMI research reveals that consumers are experiencing COVID-19 fatigue. The results come from an April 21 poll of 5,000 global respondents. Here are some specific statistics.
IMI tracked consumers’ biggest fears during the pandemic.
IMI surveyed 1,750 people in Canada and the USA.
The takeaway IMI offers to professional marketers is, “that if a brand is not already fully engaged, it should exercise caution entering the discussion late, so as not to appear inauthentic. … Today, it’s better to do nothing than to feel pressured to act without value.”
The Extra Insight: If you are a marketing professional, when you begin to add in-person events back into your marketing mix, be sure to communicate the audience size, crowd control and other measures (cleaning) to address the concerns of your target audiences.
Want to read the article published to Strategy Online? Here it is: Two-thirds of Canadians are weary of COVID-19 info
Photo credit: istock
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