Research by IMI on COVID-19 for Marketing Professionals to Consider

Research by IMI on COVID-19 for Marketing Professionals to Consider

marketing communications consultant, marketing communications consultant Ottawa, marketing communications plan, marcom plan, marketing tactics, website planning, event planning, copywriting, content writing, Irene Crosby, Target Insight Marketing Communications

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.

Messaging fatigue

  • Two-thirds of the 5,000 global respondents indicate they are tired of COVID-19 information and data.
  • Canada is in line with the global average of 66%.
  • UK came in just under the global average.
  • Portugal, Japan and Australia are the most tired of COVID-19-related messaging.
  • Hong Kong, Singapore and France are the most receptive to COVID-19-related messaging.

Fears

IMI tracked consumers’ biggest fears during the pandemic.

  • 54% of Canadians say their biggest fear over the next 3 months is personal health.
  • 21% of Canadians say their biggest fear over the next 3 months is personal finances.

Face-to-face events

IMI surveyed 1,750 people in Canada and the USA.

  • When coronavirus is no longer a concern, American respondents reveal reticence when it comes to attending events in person based on the number of attendees.
  • When coronavirus is no longer a concern, Canadian respondents reveal less reticence for live sport and outdoor events than American respondents.

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

Cheers!

Photo credit: istock

Tags: marketing communications consultant, marketing communications consultant Ottawa, marketing communications plan, marcom plan, marketing tactics, website planning, event planning, copywriting, content writing, Irene Crosby, Target Insight Marketing Communications