Communication trends under the influence of the pandemic

Within the framework of the National Advertising Forum “Regions”, which took place in Yekaterinburg on September 7-8, the Research Department of the Communication Agency “GlavSovetnik” conducted a survey of experts and Forum participants on the topic “Trends in the field of communications under the influence of the pandemic.”

 

The survey revealed that the majority of respondents are satisfied with the program of the event and consider such an event very important and necessary in the regional advertising life. The topics for discussion are quite diverse, but most of all the participants would like to focus on the marketing and digital spheres.

 

It is interesting to note that more than half of the respondents consider digital communication channels to be the most demanded by the audience in 2021 – this, without a doubt, can be associated with the pandemic, when all activities switched to the online format. They also often referred to influencers, who are mostly on the online side too. Accordingly, these channels were in demand by advertisers as well.

 

The overwhelming majority of respondents believe that the impact of the pandemic on the advertising sector is not over and the work will continue to be adjusted taking this factor into account in the nearest future.
In this regard, the field of digital technologies and social networks, the use of telecommuting, the need to search for alternative solutions and non-standard promotion tools can be considered growth points.

 

The main trend of this year can be called complete digitalization, that is, the transfer of communications to the online format.

 

Speaker-expert of the Forum, Head of the Research Department, Ekaterina Kovarina: “It came as no surprise to us that digital channels became the leader in terms of demand among communication channels.

 

Naturally, this is due to the influence of the pandemic. Taking into account the fact that the experts of the forum noted the continued influence of the pandemic on the communication sphere, it will be especially interesting to observe the development of technologies in the direction of DOOH”.

 

Question 1 – about the program of the event

 

NAF “Regions” is a large-scale event in the life of regional advertising and PR. Do you think the event program is interesting and meets the needs of modern specialists in this field?
Yes – 91, No – 4, found it difficult to answer – 3, total 98

Commentary: There is nothing surprising here, people generally know where they are going. Note that most of the “no” answers (3 out of 4) were among the latest received. So, in the last 20 questionnaires – 3 answers “no” (15%), in the last 10 questionnaires – 2 answers “no” (20%). Perhaps some respondents lacked some blocks in the morning program of the event.

Question 2 – about suggestions to the program

 

In what categories would you like to see more topics in the program?

99 responses were received, 98 responses were processed, except for “Outdoor targeting, PR, advertising, marketing, SMM, in short everything.” The respondents could name several answers, so the sum exceeds 98. Most often among the options were named “marketing” (28), “digital” (23), “advertising” (15). The dominant response was not recorded.

Question 3 – about the demand by the audience

 

What communication channels are most in demand by the audience in 2021?

99 responses were received, it was possible to choose several options. In blank options they named “creative advertising message” and “bloggers”. The dominant answer is “digital advertising” (54), often chosen answers are “influencers” (14) and “digital media” (12)

Question 4 – about the demand by advertisers

 

What communication channels are most in demand by advertisers in 2021?

Received 99 responses, it was possible to choose several options. In blank options they named “bloggers” and “mix”. The dominant answer is “digital advertising” (48), often chosen answers are “influencers” (13), “digital media” (12), “television” (12), “outdoor advertising” (12)

Let’s consider which answer options from the previous questions got different results – that is, according to the respondents, what the audience was more interested in comparing to advertisers, and vice versa.
The largest difference in favor of audience preferences is for the “digital advertising” option with +6 votes. Thus, according to respondents, advertisers still underestimate this communication channel. At the same time, outdoor advertising remains overestimated (-7.5 votes in the question about the audience, and 12 in the question about advertisers) and television (-4.12 against 8).

 

Question 5 – about the impact of the pandemic on the advertising market

 

In your opinion, has the impact of the pandemic on the advertising market been discontinued or do new changes await it?

The majority of respondents (69) believe that the impact of the pandemic will last much longer, 25 respondents believe that the impact of the pandemic can be considered final, 6 found it difficult to answer. 100 responses in total.

Question 6 – about growth points

 

What growth points, in your opinion, has the pandemic opened up for the advertising market?
Blank option question, 54 respondents answered.

 

Question 7 – about basic trends of the year

 

What are three main trends in the advertising industry in 2021?
Blank option question, 43 respondents answered.

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