Chris Costello, Senior Director of Marketing Research at Kenshoo, was recently featured in a video interview on the challenges facing digital advertisers in the midst of the COVID-19 pandemic as part of the Ad Age Remotely series. Chris’ timely messaging and specific tips for advertisers navigating the current environment provided viewers with actionable takeaways that break through the noise of the cluttered media landscape.
For many business leaders, it’s hard to know what to say to stakeholders as the world grapples with the impacts of the coronavirus. Rather than either an albatross of vague, pandemic-centric messaging or a business-as-usual marketing and sales approach that ignores the crisis altogether, the most successful businesses are staying in tune with their customers.
Chris advised that advertises lean towards simplicity and away from disruption while staying conscious of how digital ads can stay relevant to customers’ evolving needs and levels of engagement. Right time, right place and right message remain key.
The interview was conducted via video streaming by Ad Age’s Garett Sloane and Jeanine Poggi. This digital execution complements the tech-first approach of Kenshoo’s business model. Even for non-tech-focused companies, digital literacy is non-negotiable in 2020, especially through a pandemic.
Chris’ words of wisdom can help inform a sound digital advertising strategy: “Go back to those basics,” he said. “There is an opportunity for advertisers to not panic and to stay the course because when the dust settles, you want to still be there when people start buying again.”
Thanks to Chris for offering valuable insights – during these unprecedented times and always, all while staying safe by staying home! Check out the full video interview with Chris today.