July 2021 continues in digital the idyllic reality from the beginning of summer. The landscape created by the brands remained relaxed this month as well, a period of festivals and outdoor parties. People needed this freedom, to return to “normal”, a little normalcy before the threat of 4th wave of COVID-19.
“During July, the relaxation that we all felt starting June was confirmed, which is also confirmed by the results of the brands from DHI. People enjoyed the various opportunities, and brands continued to approach the area of influencers partnerships and collaborations. However, we are preparing for a more sensitive period, especially in the context of a new pandemic wave, because we already feel this “threat,” says Mădălina Tătaru, Data & Analysis Manager , Digitas Romania.
Regarding the Auto category, we notice that the highest % of viewership comes from Facebook (52%) and from the press (39%). The Auto and Telecom categories give great importance to forums, as they are the place where users share their experience with the brand. DIY is a sector in which the press has had a great importance in generating visibility for the brand (50% viewership compared to 35% mentions). In the Pharma category, Instagram was the source that ensured more than 50% of brand visibility in July, while in Retail there is a much more varied communication than in previous months – products, contests, CSR, cultural events. At the level of Soft Drinks category, there was a decrease in most brands compared to June, three of them having decreases of over 30%.
The tops are generated by Digital Health Index (DHI), a proprietary tool to measure brands health in digital, developed by Publicis and Digitas Romania, with the support of THE DATA INTELLIGENCE TEAM from Publicis Groupe Romania and can be found on www.digitalhealthindex.ro.
DHI has been specifically designed to provide clients with real-time relevant information about the status of their brands – from brand X-rays and competition to various predictions for best business decisions.
Regarding the channels of communication, there is an increasing diversification, and the positive constants remain: the presence of influencers, the increase in the number of content partnerships and the increase, on certain categories, of audio content (eg. podcasts).
Digitas’ recommendation for brands is: continue to pay attention to consumer behavior, stay close to their communities, adapt to their true, mixed reality, but at the same time, not to forget the recently accumulated anxiety, in order not to lose connection.
The Digital Health Index offers monthly, starting October 2021:
- Optimization for the mix of digital channels;
- Determination of the best messages for the brand, taking into consideration the territories occupied by the competition;
- Identifying the most appropriate mix of formats tested and optimized for each channel;
- Identifying the topics to build a contextual communication;
- Winning strategies and needed tools to be on parity or even to outperform competing brands and reduce the lack of communication between brand and consumer.