Track consumer activity to stay ahead of behavioral trends.
Staying ahead of these trends requires spotting them ahead of time and staying abreast of developments that are starting now or already in process. Have your partners deliver regular intelligence around consumers in your space and their consumption habits, and look for long-term changes.
Keep an eye out for digital activities becoming common for older consumers
Many digital activities such as OTT viewing and online banking have skewed younger as a result of reluctance among older consumers to change their habits. As these consumers take the plunge, they’ll develop new habits that last beyond the pandemic’s immediate effects.
Work to predict which activities are going to be “pent up and released” vs. “altered permanently”
Not everything will be affected by the pandemic in the same way. While it’s likely that consumers, sick of their time indoors, will rush to fill restaurants and bars when it is safe to do so, eager to have those experiences, the same may not be true for going to movie theaters or driving to department stores. Work with your partners to understand and predict which behaviors will be back and which ones will continue to decline.
Focus on the channels where consumers are spending their time
As consumer habits shift, advertiser habits should shift with them. Focus your efforts on those channels where consumers are spending more time, and the content they’re consuming.