Digital usage has significantly changed since the first lockdown in March 2020. Since then, there has been some stabilization of online habits, but behavior is still significantly different than it was before COVID-19. And, it continues to fluctuate as different countries shift in and out of lockdown measures. Habits across markets also share some similarities, but also many differences.
What does this mean for you? You've already created market leading products. Now you need to adapt your marketing strategies so that they have maximum impact. You need to ensure your message is heard. That your target group knows why they need your products. And that you can inspire them to take action. See past the disruption and gear up to stay ahead of the game.
By understanding how online behavior is changing, you can better plan your marketing activities around the channels that your target group actually uses. We enable marketing leaders to:
Uncover where people across Europe spend their time online to plan an effective channel marketing strategy.
Understand how the pandemic and different phases of lockdown(s) have impacted online behavior and adjust campaigns accordingly.
See differences across online categories (news, travel, communication) and countries to tailor campaigns for your market.
Online habits have fluctuated drastically during the pandemic. Understanding the habits of your target group has a major impact on the success of your marketing and channel strategy. Consider:
Source: GfK cross-media single source panel, Germany
Understanding online behavior is the first step to reaching your target audience. But if you really want to build campaigns that drive results, check out our Integrated Solutions product suite. It gives you a complete view of your target group so that you can best plan, execute, and measure the ROI of your marketing campaigns.
Our Integrated Solutions combine different data assets from a single source - media exposure and advertising contacts, socio-demographics, survey feedback on lifestyles, attributes, and product purchase/purchase intent from the GfK consumer panels - to provide you with the market´s first 360 degree view of your campaigns.