Covid-19 aftermarket media survey
How is the European automotive aftermarket getting through these difficult days?
What is the impact of COVID-19 on the communication of the aftermarket players? What is it that media experience? Are there any trends? And what does media need from the aftermarket?
More than likely you have lots of questions in your head. We have the answers.
Last month, we have received answers from over 80 journalists, editors and sales managers from 22 different countries. This is what came out.
Website statistics compared
Looking at the change in website traffic, we can clearly see that, on average, there has been a large increase in both aftermarket websites unique visitors and pageviews. Also, the statistics for digital magazines and newsletters' opening rates are showing great results.
What does the media do to encourage advertisers?
- Special deals
- Reduced rates on digital advertising
- 1 paid + 1 free options
- Smaller than normal formats made available
- Tailored packages
Advertising in COVID-19 time
It is thus important for media to continuously receive advertising revenues so they can report on the market during and after the crisis.
It is also an excellent opportunity for companies to benefit from the relative silence in the advertising scene. Advertising now doesn't harm the brand image of the advertisers. However ads need to be streamlined to match the new reality.
Inform your customers what you are doing now, and don't hold back any product launches. It's great news you have things to say and you share information about your activities with the market. Now is the time to get your message out there.
This research has been conducted by Mills Advertising.
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