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RESEARCH
ANALYSIS
TRENDS
Consumer behavior changed since the COVID-19
outbreak: ADA identified 9 consumer personas
For marketers and brands attempting to engage their • The Market Observer: Increase in the use of
audience at a time like this, there is no one answer to financial apps during weekdays: 225,000 people of
how consumer behavior has changed since the COVID this segment are based in Singapore;
-19 outbreak. Different people react in different ways,
and general observations are no longer actionable. • The Adaptive Shopper: Concerned about being
able to continue shopping, people are now looking
According to Anurag Gupta, Chief of Agency and Chief at digital marketplaces: with 735,000 based in
Operating Officer at ADA, “Marketers today are worried Indonesia, apps such as Carousell and Lazada are
about balancing sensitivity as they continue to seeing an increase in downloads and usage.
advertise at a time like this. With so much content
consumption out there, the danger of going dark is that • The Social Citizen: Increase in the use of social
your brand will risk being absolutely forgotten – during and news apps to gather information and create a
and after the outbreak. By understanding the different new normal: with 5 million users based in the
personas and customizing your messaging, brands will Philippines, these group of people are in a different
be empowered to be relevant to all. So be creative, dig mental space, so marketers would have to break
deeper and find the right messaging.” their messages apart to become more relevant.
To assist brands with this conundrum they find • The Bored Homebody: Those who are self-
themselves in, ADA, a region-wide data analytics and quarantined or isolated are trying to get through this
artificial intelligence company that designs Business using more entertainment apps: this is seen by 3.2
and Marketing solutions, held a live webinar earlier this million people based in Malaysia.
week. Experts from ADA have clustered consumers
together into nine personas, grouping them according • The Sad & Confused: On the opposite side of the
to how the crises has impacted them and how they are spectrum, some have decreased their usage of
coping in response to it. entertainment apps, and are physically and digitally
inactive: 7.5 million people of this segment are
These personas aim to provide marketers with insights based in Thailand.
into how they can better engage with their audiences:
April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce 10