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品牌疫情之后，科技企业如何利用视频推动恢复和增长？

品牌疫情之后，科技企业如何利用视频推动恢复和增长？
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本文作者 Nausheen.l Chen ， 联合创始人兼导演 ， 深圳市怡水文化传播有限公司Zen & Zany Films 。
COVID-19 has thrown all of us in marketing for a loop. To communicate or not to communicate? Should brands hold off on all marketing activities till business seems to be more stable? In times of constricted cash flow and limiting business expenses, marketing budgets often get the first stab of the proverbial cost-cutting knife. But is your brand short-sightedly decreasing marketing efforts and losing brand voice and strength in the process?
新冠疫情着实让每一个企业陷入了营销的瓶颈 。 到底是要宣传还是需要三思而行？ 品牌方是否应该推迟所有营销活动 ， 等待业务恢复稳定？ 在现金流紧缩和财政支出受限的时期 ， 营销预算通常会首当其冲 。 然而 ， 您的品牌是否在短期内减少了营销力度 ， 并在此过程中失去了品牌的声音和影响力呢？
品牌疫情之后，科技企业如何利用视频推动恢复和增长？
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This research, posted by Ogilvy and done by Peter Field on "Marketing in a downturn" shows that if brands decrease their marketing spend, they stand a greater chance to losing their share of voice and share of market.
奥美（Ogilvy）发布了一项新研究-“营销低迷期” ， 由彼得·菲尔德（Peter Field）进行 ， 结果表明：品牌方在减少营销支出的同时往往更容易失去品牌在市场的声音和地位 。
The fact of the matter is really simple: your target audience is feeling as, or more vulnerable, as you. That means that they want to hear from you, as a company.
事实非常简单：您的目标受众与您身同感受 ， 甚至更加脆弱 。 他们更加希望听到品牌的慰问和声音 。
What does it mean for your marketing and your brand message?
这对您的营销和品牌信息意味着什么？
We feel that there is no need to stray from your brand personality, voice and message. If you are a tech brand, you don't need to be the next BYD, turning your supply chain into mass mask production. But you do need to acknowledge that your audience is facing turmoils of their own: whether they are investors, distributors, partners, stakeholders or end consumers. And once you acknowledge it, as a brand, then that means you can be in a position to help alleviate their troubles using your own area of expertise.
您无需偏离您的品牌调性、声音和信息 。倘若您是一个科技品牌 ， 您不用像比亚迪(002594,股吧)一样投入到口罩的大批量成产 。 你要面对的事实是：您的受众正焦躁不安：无论是投资人、分销商、合作伙伴、利益相关方还是终端消费者 。一旦您意识到这多方的担忧 ， 便可以利用品牌的专注的领域来减轻他们的担忧 。
品牌疫情之后，科技企业如何利用视频推动恢复和增长？
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Kantar China Insights reports that consumers in China reported spending up to 58% of their time during COVID-19 watching videos. This means that consumers have changed the ways in which they are consuming media. After COVID-19, a lot of consumers are likely to keep the habit of watching more video content. This means you have a unique opportunity, as a brand, to make your brand voice stronger during these times using video.


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