24 May HOW BRANDS CAN STILL THRIVE DURING CORVID-19
Corvid-19, also known as Corona, is a virus that is currently spreading across the world. There have been more than 150,000 reported cases, and at least 6,000 deaths since late December last year.
To try and combat the spread of the virus, the Singapore government has encouraged people to practice social distancing and banned the gathering of more than 250 people without sound reasoning.
Effects of CORVID-19
The global advertising industry is used to turmoil and disruption; agencies and media companies have persisted and endured almost everything from natural disasters to governments being overthrown. But these problems have rarely spilled beyond national borders.
However, CORVID-19 is different, with widespread travel restrictions, and uncertainty in the air, some aspects of advertising have been profoundly affected. Unaffected aspects of the industry include the TV industry as speculations rise that audiences could grow as consumers stay home.
However, other forms of traditional marketing, such as advertising on public transport, could take a critical hit as people leave their houses less often, and as such, take less public transportation.
CORVID-19 has resulted in a lot of events cancelled or postponed in the year. Companies that had event-based plans now have to think of alternative ways to reach their consumers.
So how then can companies continue to build relevant connections with consumers?
Technology has evolved, and now companies have plenty of options. This article will be looking at four key areas in which businesses and organisations can still interact and engage with their consumers despite the CORVID-19 pandemic.
The internet is a useful thing, almost everyone carries a mobile device of some kind, and almost everyone has access to the internet, this means that developing for the world wide web is very important. People are looking for smooth, seamless websites that are responsive to mobile and laptops.
Take a local example; Infinity Core helped design MCLland’s new website, which allowed property buyers to see the development status of projects, as well as check out MCLland’s latest and upcoming projects. The website also had a custom Backend CMS which gave them flexibility in terms of edits and uploading of content. A good website can draw its users in, and engage with them. This will prompt users to return to the website more often as the experience has been a good and comfortable one.
Microsites are an option that falls under web development; however, unlike regular websites, microsites are usually simplistic and easier to navigate. A genuinely great microsite will be able to entice users to spend time and energy to experience everything.
Infinity Core helped e2i create an innovative microsite that educated visitors who visited the microsite about the positive and negative traits of Employees. The idea behind the concept was to make it fun and interactive for users, improving the attention span as well as knowledge retention. The mobile responsive HTML5 Game was compatible with Desktop and Mobile Devices.
Interactive microsites are a great way to draw users back to the brand. Adding the element of gamification into a website increases the adoption rate and the number of people who will be on the site interacting with it.
Another great microsite would be the TasteTheFeeling.Coca-Cola.com by Coca-Cola. Coca-Cola created an immersive online experience. When users arrived on the page, there would be a two-minute music video that would produce sounds of a custom campaign anthem from Avicii and Conrad Sewell. The video consisted of looping three-second GIFs that depicted the many emotions felt by Coca-Cola drinkers. As users watched, they could click on any of the 32 emotion-based icons, or enter one to pull-up a corresponding GIF.
All the GIFs were shareable on social media, making it easier to draw people back to the site and engage with the content.
Brands can create branded app experiences for their customers. An app that Ikea created called Ikea Place mixed AR with a branded app experience. The app allowed users to place virtual IKEA furniture into their own house to see how everything might look once assembled. This idea would be great for furniture companies to hop onto now as people spend more time at home, they might start to feel the urge to redecorate!
Through Mobile Applications, users will be able to interact with a brand all from their mobile phones; therefore, brands do not need to go out their way to advertise in places where their potential consumers might be.
One thing they can turn to during this time is AR. With people not leaving their houses as often, they’ll be looking for other ways to fill their time, and what better way to do it then to target mobile devices.
An idea for AR on mobile would be Disney’s AR app, Play Disney Parks. The app included games that families could play while they were waiting in line at Disney theme parks. By using Bluetooth beacons, Disney would track where players were located in real-time and then ask the players to search for their markers. Players could also use the app to trigger real-world events, such as when standing in line near Peter Pan’s Flight ride, players could make Tinkerbell appear inside a lantern. The application creates a personal experience for each user, which can help attract people back to the park.
Brands could also use AR filters on social media platforms like Instagram and Snapchat. One of the first few brands to hop onto doing AR Instagram filters was Kylie Cosmetics. The filter would allow users to “try on” different lipstick shades from the Kylie Lip Kits to see which colours suited them best. These are engaging as when a filter is well-designed, people are more likely to return to it, take photographs and share them, thereby increasing the number of people who will see and be exposed to your brand.
All these methods have one thing in common, and that is to allow businesses to use fun ways when they engage with their consumers. They’re gamifying experiences, creating interactive experiences.
These are only some of the options that brands have available. Even though during this period of time, there is a lot of uncertainty, brands can still find different and innovative ideas and reach out to their consumers. Infinity Core wants to be the company to help you do this.
Visit our website, https://infinitycore.sg/works, to find out more about what we do.