Serviceplan Corporate Blog
Search continues to distinguish itself as the medium through which users actively disclose their needs. It is therefore more relevant than ever before, and is as indispensable a channel during the crisis as it is afterwards. Many advertisers have already adapted to the decline in paid reach and changed their strategy accordingly. But often this happens on sight, campaigns are stopped, paused and restarted. If hard campaign targets such as sales or KUR can no longer be achieved, we recommend temporarily considering alternative targets. With a focus on lead generation, valuable data can be collected now and used at a later date. Vouchers are another option for securing future sales today. Now is also the right time to advertise products and services that require explanation and to offer comprehensive virtual advice. As a brand, you remain in a position to build up a portfolio effect, i.e. to pick up and inform consumers even without sales. Because demand is still there and wants to be served over the coming months of the new normality.
All industries are now seeking to adapt as good as they can to the challenges that a tiny sting of DNA is posing to all of us. Some very successfully, some less so. It’s good to see that my own area, the CX / UX research community, has very effectively changed their toolbox to accommodate the requirements of working (and running research) from a distance. However, one topic that I do discuss with my clients now isn’t the feasibility of remote research. It is its validity, that is, what the insights we get mean, what they stand for and how long their meaning will last.
Serviceplan New York talked to Richard Stewart of VOK DAMS about the impact of COVID-19 and the event industry. Social distancing and restrictions in public gatherings are changing this year’s Marketing landscape. Events like SXSW have been canceled, the Cannes Film Festival has been postponed and even the 2020 Summer Olympics in Tokyo have rescheduled […]
Media insights on the launch of Facebook gaming BY MODCO MEDIAPLUS In a move to take on Amazon’s Twitch and Google’s YouTube, Facebook launched their own dedicated mobile app “Facebook Gaming” where users can create and stream live gameplay. The app is already available on Android and will soon be available on iOS. We consulted […]
The coronavirus crisis not only creates losers, but also some winners: online retailers and delivery services in particular, as well as online platforms for tutoring, fitness or cooking are all currently experiencing a massive sales boost. Social distancing is shifting both shopping and communication even more towards digital, which offers great opportunities for providers of […]
The Coronavirus crisis currently poses challenges to many areas of business, but also creates new opportunities. In the Serviceplan Group’s first live session of the webinar titled “Acting Successfully in the Corona Crisis”, Verena Letzner, Managing Director of Plan.Net NEO, presented her analysis of the effects of the crisis on social media. In her expert article, she looks at the current situation in Germany and explains what questions brands should ask themselves now, and why it is worthwhile to take a look at the situation in China
Serviceplan and NYC-based entrepreneur and fitness influencer Brian Mazza discuss how at-home fitness can help employees stay healthy (and sane) while working remotely. New York, April 2020 – integrate fitness into your daily routine while working from home As we all adjust to a new reality of social distancing and remote work, it’s important to […]
In a future cookie-free advertising landscape, browsers and operating systems will become the gatekeepers of digital marketing. This has serious consequences – much more serious than most people are aware of so far.
There has been a lot of talk in recent years about the topic of media agencies and how they have to develop and position themselves. The answer is basically simple: The media agency of the future is a media agency – not a management consultancy, not a technology start-up and not a creative digital agency. Although all these related disciplines have been trying to penetrate the domain of media experts for years, this has not been crowned with lasting success yet.
Nothing motivates the advertising market quite like the search for purpose. Even the search segment, which has always been one of the central points of contact in online marketing, is now reacting to the ever-increasing demand from users for an overriding sense of purpose of the providers. In this edition of SEO News, we take a look at new search engines and why ‘search’ has always had a purpose.