Page 10 - AeM_April_2020
P. 10


             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
   5   6   7   8   9   10   11   12   13   14   15