It’s no secret that the impact of Covid-19 on business has been felt globally. Businesses and brands have had to take drastic action to keep afloat in these unprecedented times. But with some forward planning and a change in strategy, you can ensure the safeguarding of your business throughout this period.

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Creative assets are the most important factor in generating sales. In any channel, by far. And as much digital is a mensurable space, it is a space where consumers are coming to be engaged and entertained. So cutting through the clutter with a story, a good ad, is key.

In today’s world, the effervescent and mercurial partnership between the internet and digital marketing has allowed brands and business to scale at an unprecedented speed. This, along with the ever-evolving and growing number of strategies, placements and opportunities, means the fight for a consumer’s attention, let alone a quantifiable action, is at an all-time high.

The United Kingdom overall is searching differently. More than ever with such tremendous access to information consumers are being influenced differently, and their priorities and standards change. They want even more convenience, reassurance and quality, to be part of a tribe, to be inspired and well… more value for money.

Consumers are now fuelled by near real-time inspiration, social pressure for newness and supported by fast and convenient consumption. And the best part for brands is that these young consumers are very comfortable with algorithms and advertising helping them to discover new products.

The true potential of digital advertising and the ability to really cut through the noise can only be effectively achieved by blending a concept, story, narrative, creative assets, specifications of ad format and a particular audience that will relate to that piece. And that audience should be based on a specific set of behaviours, tastes, personal choices and not on demographics, postal codes or “personas”.