The marketing landscape has not changed due to the lockdown

Mobile phone

There’s been a lot of talks around how the marketing landscape has changed and how it will change forever because of the coronavirus pandemic. The truth is nothing has changed and for the longest time, things will remain the same. The marketing landscape is still made up of above-the-line, through-the-line, and below-the-line or traditional (offline) and digital (online). TV viewership and radio listenership spiked since the lockdown began as well as the use of the various social media platforms. I find myself watching more DSTV today than I have in the past 10 years, for example, and TV is not new.

When something changes it becomes fundamentally different. This is not the case with regard to the marketing landscape. The robots are not doing marketing (yet) for us to start making pronouncements that the marketing landscape has changed. The perception that marketers had of certain platforms has changed. For example, digital marketing was not valued by many companies because they were not familiar with it or they simply did not understand it. Therefore, they did not pay attention to it.

As more people spend more time in their homes, marketers need to reach them where they are. It does not make sense to have an Out-Of-Home (OOH) campaign when the whole country is on lockdown. Events and activations are not allowed. The budget for these types of campaigns needs to be repurposed to platforms that will deliver high impact such as radio, television, and digital platforms.

Marketers like “new things”, it as if they have an obsession with change and they embrace it. They tend to ask about what is the next big thing, whilst they have not mastered the existing platforms. Here’s the thing digital marketing has been long talked about and the adoption has been very slow in many companies. The Covid-19 outbreak forced marketers to adopt the various digital marketing platforms that are out there.

It is only now that many marketers are waking up to realise the true potential of digital to engage with consumers. Zoom, Houseparty, Instagram Live, TikTok, Fortnite, and many other platforms were there long before the Covid-19. Marketers with foresight used these platforms before coronavirus(BC). Travis Scott was not the first artist to have a virtual concert on Fortnite.

Once the lockdown is over, and a vaccine for coronavirus has been discovered. People will be free to do whatever they want they want i.e going out to parties, running marathons, watching sports at the stadiums, and traveling OOH, event sponsorships, and activations will be a thing again. Are marketers going to say the marketing landscape has changed yet again? I hope not.

Creativity during the lockdown with Xolisa Dyeshana

Creativity during a crisis

On Monday 13 April, the Pat onBrands Dialogues hosted Xolisa Dyeshana, Chief Creative Officer at Joe Public to share insights on the role of creativity during the lockdown.

It is without a doubt the lockdown has presented huge challenges for brands from a communications point of view given the seriousness of the coronavirus pandemic. Brands have to answer pertinent questions around who do they become during this time. “One of the biggest tragedies for brands during the lockdown will be losing sight of who they are”, Xolisa Dyeshana. He further added that brands need to remind themselves that they still have a place in the world. They need to stay in their lane, a soap brand can speak about hygiene, for example.

Brands need to be sensitive

Xolisa cautioned brands to be sensitive to the situation irrespective of whatever they choose to do. This is the time for brands to put people first. and the brands that are going to do that are going to benefit hugely from the positive sentiment later. Understanding what people are going through is very important and whatever piece of communication the brands will have a purpose.

Don’t push out communications for the sake of it.

Most brands feel the need to say something around the current situation. However, not every brand has to say something. To be honest a lot has been said already, however, there is an opportunity for an unorthodox way of thinking and for brands to come up with unforgettable pieces of communication that resonate well with the audience. For example, a brand Chicken Licken did not focus on putting out on an empathic type of messaging like how people are missing Chicken Licken wings, they focused on using humour watch it below. In a nutshell, if a brand is not going to say anything different, it rather say nothing.

TikTok TikTok

Whilst we are still battling with flattening the curve of the spread of the coronavirus, the user curve of TikTok is on an upward trajectory. The Guardian dubbed TikTok as the social media sensation of the lockdown and this year it surpassed Facebook and WhatsApp as the world’s most downloaded non-gaming app. The reason I am highlighting this is that of all the social media platforms, the content TikTok is highly creative and fun. If brands want to showcase their fun side this is the platform that they should be playing on.

Creativity goes on

To conclude, although we may be on lockdown and our movements are restricted, creativity goes on. Apple has reminded us of this in this beautiful montage footage.



Five activities to keep you busy during the lockdown

african lady vlogger

With the national lockdown being extended as announced by President Cyril Ramaphosa last night, we might be running out of things do to keep ourselves busy and entertained. There are few things that one can do to fill up time, you can either use this time to acquire a new skill or simply relax.

Here are FIVE activities that you can participate in, to help you maneuver through this COVID-19 lockdown.

Digital Marketing Programs

Digital marketing has helped elevate one’s skill in the marketing landscape. These skills can help you improve your business/brand or even your skillset as a professional. Websites such as, U-dimension University, Learn Digital With Google (Free), Shaw Academy and GetSmarter are platforms that provide access to all there is to know about digital marketing.

Culinary Skills

Now with food being the one thing that all of us would be consuming during this lockdown, it wouldn’t hurt to learn how to make a few dishes for yourself or your family to enjoy. Platforms like Foodies Of SA, Cucumbers and Cream, Cooking With Luyanda, LesDaChef, The Lazy Makoti are sure to give you a wide variety of simple and easy to prepare dishes which you can showoff.

African lady vlogger
Lady cooking and creating content at the same time

Video Content Creation

With the demand for digital content on platforms such as TikTok, Instagram, YouTube, it’s no secret that almost EVERYONE is either creating or tuned into content across all these platforms. If you’re planning on opening up a page or channel,  you may want to explore the websites such as Borrow Lenses, PeerSpace, and Videomaker to help you with video editing 101. There are also some tutorials on YouTube to help guide you if you’re ever stuck.


Closely tied with the video content creation activity, photography is one activity that some will end up mastering during such a time despite restrictions placed about going outside. Whether you have a smartphone or camera lying around, use this time to perfect your picture-perfect skills. Websites such as iPhone Photography School, Expert Photography and Creative Live, will provide top-notch lens work that you could start developing as a hobby on the side.

Meditation & Wellness

Things to during the lockdown
Lady meditating

While many will be attempting to shed off the lockdown kilos, others want to achieve peace of mind that can enable them to be productive during this time or just work on relaxing their minds and bodies to alleviate any tensions. There are several platforms that can help you find your inner peace during this lockdown such as Headspace: Meditation and Sleep, Yoga Journal, and Very Well Mind. Other activities can include reading a book or any form of material if available at your disposal.

These are just examples of some of the activities that you can do during the COVID-19 lockdown.

Be sure to share your feedback and experiences if you’ve done any of these and tag @PatOnBrands #PatOnBrands .  

4 tips on looking after your car during the lockdown

car parked on the street

We are on Week 2 of the national lockdown and most of us haven’t been driving our cars since the lockdown began. Just like many of you I also haven’t been driving my car for a while now. In actual I haven’t been driving my in almost two months thanks to the kind manufacturers for the test cars (please check my recent review).

I have therefore come to learn that there are certain parts of the car that get compromised when the car is parked for too long. These parts can be costly to replace and given that we don’t know how long the pandemic is going to last. You might want to take some precautionary measures to ensure that your car is in good working condition when you want to drive it again.

Below are the top five tips on how to make sure your car remains in a good condition during the lockdown.

1. Prevent your battery from dying

The battery of the car is probably the first component that is more likely to let you down when the car has been parked for too long. To avoid the battery running flat and having to ask someone to help you jump-start or push your car, it is recommended that you start the engine and let it run for 10-15 minutes once a week. This will help in lubricating the engine and prevent dead battery cells from developing.

If you can’t switch on the engine at all, you may disconnect the negative terminal of the battery to prevent discharge.

2. Maintain good tyre pressure

As we stay to flatten the curve during the lockdown, unfortunately, our car tyres can run flat as well. Some parts of the tyres can begin to rot as well. This is not ideal, but it can be avoided. Moving the car every few days can help prevent flat spots on the tyres. If the flat spots are serious you may need to replace the tyers, which is quite an expensive exercise.

3. Don’t use the handbrake

We’ve always been told to engage the handbrake when we park our cars, however, when the car is parked for too long the brake pads can get stuck to the disc or drums. There are two things that you can do avoid this:

  • Leave the car on gear. Remember to leave the vehicle in reverse gear if parked on a downhill gradient and in 1st gear if parked on an uphill gradient. For the older vehicles with manual transmission, use a wheel chock to avoid a possible situation where the gear lever pops out of gear and the car can roll.
  • Use a brick or piece of wood to stop the car from rolling and still leave the car on first gear.

4. The exterior

When a car is parked outside for a long it gets exposed to many elements that can end up damaging it. For example, direct sunlight can damage the paint on the car as well as the interior. Also, bad weather e.g hail can dent your car. So it is important to park your car in a garage for protection. If you don’t have a garage good quality cover that is suitable for your car.

I hope you found value in this article. Please remember to share with your friends and family.