最难的时候,通常是通往最伟大的时刻 The hardest times lead to the greatest moments
新冠肺炎后的未来会是怎样?
HOW WILL THE FUTURE LOOK LIKE AFTER COVID-19?
The novel coronavirus, formally known as COVID-19, quickly spread throughout the world and has changed our daily lives and the way we interact. As people confine in their homes and cities shut down engaging in controlling the virus, technology has become essential to connect with others at this time of isolation.
新型冠状病毒(正式名称为COVID-19)迅速在全世界范围蔓延,改变了我们的日常生活和互动方式。随着人们被限制在家中,城市被关闭以控制病毒,技术已经成为在隔离的时候与他人联系的必要条件。
These type of seismic global events have a tendency to reshape the world in dramatic ways: our economies, our societies, our relationships, our behavior and many other things, and its impact will be long-lasting!这些震撼全球类型的事件有以戏剧性的方式重塑世界的倾向:我们的经济,我们的社会,我们的关系,我们的行为以及许多其他事物,其影响将是持久的!
Without a doubt one of the most drastic changes in the daily routines for most people has been the dramatic increase in time people spend online.毫无疑问,对大多数人来说,日常生活中最剧烈的变化之一是人们上网的时间急剧增加。
The pandemic has resulted in rapid, unprecedented changes in consumer behaviors and their preferences. The vast majority of consumers want to see ads, but the key to success is in the content and the way a message is conveyed. The magnitude of these changes requires brands to be nimble in adapting their advertising strategies to maintain and grow connections with consumers, provide support and minimize disruption to performance.病毒大流行使消费者的行为和偏好发生了前所未有的迅速变化。绝大多数消费者想看到广告,但是成功的关键在于内容和传递信息的方式。这些量级的变化要求品牌商灵活地调整广告策略,以保持和发展与消费者的联系,提供支持并尽量减少对业绩的干扰。
Interests in advertising experiences have changed while people are connected online. We are aware of this and understand that our distributors want companies and brands to share information on how they are supporting their staff and customers during this time. They want advertisements to include information about COVID-19, ads to provide a sense of continuity and normalcy, ads that are positive and even funny in an effort to distract them from what’s going on.当人们通过网络联系在一起时,人们对广告体验的兴趣也发生了变化。我们意识到这一点,并明白我们的经销商希望公司和品牌在此期间共享有关如何支持员工和客户的信息。他们希望广告中包含关于疫情的信息,具有持续性和常态性,内容积极甚至有趣,以分散他们对正在发生的事情的注意力。
And despite this hard time, companies can enhance or solidify their position in consumers’ mind-sets through statements and actions that reflect their expressed desires. Consumers want to be informed right now, and you should provide a pretty clear path forward in advertising approach.尽管经历如此艰难的时期,公司们可以通过体现它们主张的语言和行动来加强或者巩固在消费者心目中的位置。消费者想要立刻就能了解到信息,你应该在广告手法上给他们一个非常清晰的了解途径。
Now it is essential for companies to communicate through online video as people have increased spending time on home entertainment, watching movies, series and other videos.如今,随着人们在家庭娱乐、看电影、连续剧和视频上花费的时间越来越多,公司们通过网络视频进行交流变得至关重要。
We have to remember that despite consumers’ daily routines being interrupted this is still a key time to focus on long-term brand building as opposed to short-term activations. Emotional campaigns are far more effective at driving long-term business effects such as profit, so that’s where we are focusing our efforts right now.我们必须记住,尽管消费者的日常生活被打断,但这仍然是一个专注于长期品牌建设而非短期活动的关键时刻。情感营销在推动长期业绩(例如利润)上的效果更显著,所以这是我们正在着力的地方。
While it is difficult to predict which trends will continue once everything returns to normalcy, post-pandemic, there will likely be a movement to make up for lost time and we expect we will see new behaviors take shape.虽然很难预测当一切恢复正常后哪些趋势将会持续,但疫情后很可能会出现一场弥补失去时间的运动,我们预计将会看到新的行为形成。
The leaders of the top world economies stressed the importance of inter-connectedness and safeguarding the future of our planet. Now more than ever before it has been clear the dependency that we have in each other and the fact that the only way to survive and continue as usual, depends on team work of every single nation on earth.世界顶级经济体的领导人强调了相互联系和维护地球未来的重要性。现在比以往任何时候都更加清楚,我们对彼此的依赖以及像往常一样生存和继续下去的唯一方法取决于地球上每个国家的团队合作。
And while we battle the fight against the virus we may have to lay a new stronger foundation for a better future with more stable economies, better online communication, free of fear and panic in such a way that anything like this could ever happen again.当我们与病毒作斗争时,我们可能必须为更美好的未来打下新的更坚实的基础,使经济更稳定,在线交流更方便,摆脱恐惧和恐慌,让这种情况不再发生。
It is not the strongest of the species that survive, it is the one that adapts successfully to change!
能生存下来的不是最强壮的物种,而是最能够适应变化的物种!(适者生存)
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