What Advertisers Need to Do to Adapt to the ‘New Normal’

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NEW YORK, NEW YORK – MAY 01: People wearing masks and gloves shop for groceries at Fairway … [+] supermarket amid the coronavirus pandemic on May 1, 2020 in New York City, United States. COVID-19 has spread to most countries around the world, claiming over 238,000 lives with over 3.3 million cases. (Photo by Alexi Rosenfeld/Getty Images)

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As much as we’d all like to revert to January, it’s not going to happen. Back in January, I went to the movies, the mall and out to eat at restaurants. Now all those pastimes are in jeopardy. It’s not clear whether restaurants I liked are still going to be in business, whether a mall is a viable way of shopping anymore and whether we’ll all be going to the movies or waiting at home on Friday nights for new movies to roll in on TV.
This sudden change in our lives wrought by Coronavirus is unprecedented. The last time I recall a similar shift happening was after 9/11, but that only lasted a few months.
It’s clear though that this crisis is different. There are likely to be lasting changes wrought by this crisis. Those changes are also opportunities for advertising to …

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