Clients running various digital campaigns with their own marketing goals on numerous online platforms are adversely affected by load shedding because their audience simply cannot access the internet.

This affects:

• consciousness
• arrival
• engagement
• website traffic, and
• lead generation.

Stage 6 load shedding means South Africans will be without power for up to six hours a day. This ripple effect leads to fewer searches for products and services online as mobile phones and laptops need to be charged and battery life must be maintained as much as possible.

So, in hopes of freeing up more of your marketing budget, you pay for ads with messages tailored to specific audiences, specific channels, and specific times to drive your marketing goals and desired ROI. . However, road shedding prevented viewers from seeing the ad.

That’s a problem. Marketing campaigns are measured by metrics such as:

• campaign performance
• advertising expenses
• return on ad spend (ROAS), and
• return on investment (ROI).

Their success will determine future budgets and repeated campaigns. The recently implemented Phase 6 load shedding schedule includes: clear Negative performance impact on digital campaigns across multiple channels including:

• Facebook
• LinkedIn
• Instagram
• twitter, and
• Google Ads.

For marketers, it’s more important than ever to consider the timing of online campaign launches and campaign performance for optimal results. Staying on budget or simply competing online is no longer enough. Next, you need to put yourself in the customer’s shoes to ensure visibility.

Not all viewers will have access to Wi-Fi or enough data to load content when load shedding levels are increased.Marketers should box wisely Plan accordingly to ensure that your audience has access to your branded messages online during times when power is not guaranteed.

For more information, please visit www.bdcomms.co.za. You can also follow ByDesign Communications. twitter.