How to communicate in this time of crisis [ETUDE] 2020 Guide -

Faced with the Covid-19 health crisis, a global survey by Kantar, specializing in marketing research, highlights consumer behavior in the media. An excellent basis for brands so that their communication strategy allows them to keep in touch with their customers during and after the pandemic…


Which communication channels should be favored?

The study highlights the behavior, expectations and media habits of more than 25,000 consumers in 30 countries, including England. Unsurprisingly, the attendance rate of all communication channels, including social networks, increased significantly during confinement.

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In England, web traffic increased by 40%, television by 46% and social media by 32%. Traditional media (televisions, newspapers and radios) continue to gain consumer confidence in information (51%) as do government websites (34%). Network usage among people under 35 has also increased, by 40% for Instagram, 37% for Facebook and 51% for Whatsapp.

Communication strategies: what is the public waiting for?

Communicating remains a priority for brands in this time of crisis even if 8% of French respondents believe that they should stop. Nevertheless, the expectations in this area are clear: 67% want brands to communicate about their usefulness in their new daily life, 62% about the efforts they make during this crisis and 46% about their values.

Kantar’s study, however, warns of possible abuse: 40% of those questioned in England would denounce humorous tones and 68% are against the use of coronavirus to promote the brand.