Chasing the changing customer

On January 1, 2021, Kim Davis, editor-in-chief of MarTech, explained the MarTech conference today and began: “ Not everything is suddenly new. It was not sudden. We live and work in a continuum of changes – changes that have already taken place in 2018 and 2019, but which have increased like a rocket in 2020.

Now, a year after the onset of the pandemic, with recovery and vaccinations, traders and agencies have improved their game to adapt and survive. Brands are more digital and compassionate; they do not leave their space in these areas. This is because the changes we’ve all gone through took a long time for the first cases of COVID-19 to occur.

In his address at the MarTech conference, Davis helped three guests discuss changes in B2C, changes in B2B, and the ever-changing demands of a diverse audience.

Consumers demand digital transformation

The transition to digital architecture that has transformed many businesses over the past two decades has been exaggerated in recent years. Davis sees this as a preparation for the moment when the pandemic hits us. But the most important thing to keep in mind is that the pandemic was not the main cause or effect of this transformation.

Teresa Barreira, CEO of Digital Transformation Consulting Publicis Sapient, agrees. “COVID has [just] made some changes,” said Barreira. “The main impact has been to accelerate trends in the business world and in society that already exist but have not yet been fully accepted.

He mentions the expansion of telemedicine, sidewalk collecting, and home practice. All of these claims were possible before the pandemic. It provides convenience and better options for consumers and patients. These were opportunities that many companies have missed.

According to Barreira, a supermarket customer saw a 700% increase in their digital platform on their digital platform in the first months of the pandemic. The number of foodstuffs increased by 300%. With the closure of governments around the world, these options have become a necessity. But why haven’t companies implemented these features before? The pandemic gave the consumer a voice.

“Digital adoption is happening and will continue… not for now, but because it’s something that consumers want in their everyday lives. “COVID not only accelerated the digital transformation,” he added, “but also highlighted the weaknesses of many businesses, governments, and educational institutions and of course the inequalities in society.

Brands began offering companies to build empathy

The need for empathy skyrocketed in the summer of 2020, as national discourse grew and embraced the painful recognition of injustice and inequality. The murder of George Floyd in Minneapolis brought a moment of confrontation for the brands as so many people of all ages responded to what they saw as signs of systemic racism in the country.

In the marketing world, brands have realized that the usual launches are not ready at this stage. Conversations about brands need to change.

“Topics like crisps, cookies, and milk have become secondary,”, CEO and co-founder of the agency WHTWRKS. After all, brands knew that a fixed work schedule, or talking about a fixed topic, or on a specific holiday such as Mother’s Day, would no longer work, because everyone at the time was extremely sensitive to everything that was going on. black women. , brown fights and the murder of George Floyd. What I understand is that people come to ask for guidance.

recognized that brands still have a responsibility to sell chips and generate shareholder value and revenue. But these considerations must be balanced with social responsibility.

As a result, many brands have decided to stop using conventional messaging and spend more time showing empathy with their audience. Marketers can use data to create personalized customer experiences, but they also need to be aware of the moment and assess what might be the next appropriate message for their customers.

B2B customer journey becomes virtual

The sensitivity and empathy of marketing extend to the B2B space, although it is a more complicated purchasing process.

“It’s about what the buyer wants to do, and they’re more digital and virtual,” said vice president, and chief analyst at research firm Gartner.

The main selling point is online migration, which unravels the mystery of the buying process and makes strategies more aware. This allowed B2B marketing teams to connect better marketing points with sales and revenue, also known as the revenue sector.

According to the revenue side, buyers are still buying. “Digital and virtual sales are ultimately good for the buyer [and] good for the seller

Whether it is B2B buyers or consumers, the marketing world can never go back. It is progress, a continuum of change, towards greater sensitivity to the demand for digital transformation and a guarantee of social responsibility.

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