Now exactly one month after the #lockdown, it is interesting to see how #storm Ciara was nothing compared to the #Corona buzz we bumped into afterwards. Clearly, spontaneous search traffic on the topic is eroding since mid March. Oh, right, who was bothering the #Brexit the 1st of February 2020 after all?
It indicates the power of Media. It shows us what communication overload can do. It can 'hype' a certain subject (from 1 to 12 March), but once it's too much, attention will drop again. As consumers of media, we would appreciate some frequency capping on certain topics, and more attention to other topics that might be relevant as well.
Of course, one size does not fit all. The same goes for channel preferences. While some elderly might use television as their main channel to stay up-to-date, the 'active' population (while decreasing in numbers) who are working (mainly remote) during the daytime, would prefer other channels for crucial updates on the Corona-virus. Examples are 'breaking news'-notifications via their smartphone. For them, television might be a way to escape from these strange times.
Of course, given the (inter-)national safety purposes, we can understand the overall media focus. It is absolutely needed to keep everyone on board and aware of the situation's severity. However, the mix could be more ideal and the channels could be adapted. There is no need anymore to 'Google' the topic. We are literally spammed with the same topic via television, radio, internet, newspapers and even via your reality soap of choice - you name it.
What would make you as a marketer conclude that this is different for your brand? Of course, tackling brand publicity is of a whole different league than fighting a pandemic. Nevertheless, you would like to be treated in a tailored way as consumer of media. Likewise, your customers like to be treated in a tailored way as consumers of your brand - even if you have some key messages that you really need to bring across.
When you're relevant and diversifying enough, bring in new information, and make sure the overal mix of messages and channels answers to your customer's preferences, your customers would be delighted and grateful to you as a messenger.
On the contrary when your communication is consistently not meeting these requirements, they will seek support from peers on social media to confirm their bad experience and to prove their right. They will drop the communication lines. Their 'televisions' will switch to 'Netflix'. Think about your contact strategy, not to dillute your key messages.