As the world weathered the storm of the Covid-19 pandemic, critical marketing principles such as trust, values, purpose, and agility came to the forefront of every CMO’s strategy. When considering how they were going to guide their agency through uncharted waters, it became clear that authenticity and a people-first philosophy should be prioritised to drive success in an increasingly digital landscape.
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According to insights from Deloitte, during turbulent times consumers expect more from the brands they utilise, and:
Almost 4 in 5 could cite a time a brand responded positively to the pandemic and 1 in 5 strongly agreed it led to increased brand loyalty on their part.
More than 25% of those who noticed brands acting in their own self-interest walked away from those brands.
63% believe they will rely on digital technologies more than they did prior to the pandemic, even well after it subsides.
58% could recall at least one brand that quickly pivoted to better respond to their needs and 82% said this led to them doing more business with the brand.
It is clear that throughout periods of uncertainty, consumers look to brands that are supportive, meet their most pressing needs at that moment in time, and have moral values that balance commercial needs with ethical purpose and messaging. . These rising demands do not stop at the consumer, as they also ring true amongst employees who look to organisations that promote positive work culture, trust, and offer flexibility so that their individual needs are catered for.
It is this new balance between commerciality and authenticity which we believe will colour the future trends in digital marketing. Staying up-to-date with the latest trends is vital for agencies, as it will ensure your business remains competitive in this new economic environment and stands out in a saturated market.
Covid-19 has accelerated digital transformation in the marketing sector and changed the way organisations interact with their customers. New strategies and practices are required to drive success during this shift in the way businesses operate and yes, this comes with its fair share of challenges, but also endless opportunities to innovate.
Emphasis on building trust your consumers
When enduring a period steeped in uncertainty, customers tend to rely on brands they can trust. If they do trust a brand, this will encourage loyalty and referrals as consumers look for companies who appear to prioritise people over profit.
According to study by Edelman:
67% of consumers state that a good reputation may get them to try a product, but unless they come to trust the company behind it, they will stop buying the product.
81% agree that they must be able to trust the brand to do what is right and this could either be a deal breaker in their brand buying decision.
53% agree that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business.
Increased adoption of technological solutions
The strategic importance of technology has changed dramatically during the pandemic as it has forced a sudden economic shift from physical to digital. Companies will need to leverage the benefits of tech solutions to better analyse customer data, behaviour and insights in order to stay ahead of their competition in the ‘new normal’.
The rise of the strong brand purpose
Consumers look to brands who they can connect with and who have an authentic purpose that is consistent, even throughout turbulent times. During the pandemic, people looked to see how brands reacted to this period of uncertainty and respected those that made an effort to make an impact on the global effort to mitigate the virus. Not only do consumers require values they can resonate with, they also want to experience and witness this in action.
Elevated consumer experience
Consumers are looking for brands that elevate their buying experience and if they feel let down at all in anyway, are very quick to jump ship. Creating a positive consumer experience across multi-channels is vital for organisations who wish to succeed in the ‘new normal’.
Further agile models
The pandemic has forced organisations across all sectors to adapt quickly to the changing economic and social environment. Businesses must remain agile to further adapt to what may come in the future. This could mean an increase in contract digital professionals over permanent staff to ensure agencies stay up-to-date with emerging trends, meet the evolving needs of their customers whilst protecting overheads
Prioritised talent and promoting company culture
Not only has the pandemic brought consumer experience to the forefront, it has also shone a spotlight on employee experience as many people transitioned to working from home or hybrid working models. Organisations must focus on employee wellbeing if they wish to attract and retain top talent, as many will be assessing their current situation against potential job changes and considering how they were treated throughout the pandemic.
Despite past disruption, marketing agencies and professionals are in greater demand than ever and according to LinkedIn, there has been a 63% growth in marketing jobs in the last 6 months. Due to the need for businesses to innovate and adapt to transformation in the wider social and economic climate, companies are turning to marketing to lead the way in the ‘new normal’ and support with a range of marketing functions such as re-branding, digital promotion, data and analytics and SEO, to name but a few.
With shifts to consumer behaviour and the large increase in online traffic and ecommerce transactions, organisations will need to upskill their existing team to meet new business requirements and hire high-calibre candidates to fill talent-gaps if they wish to drive results. More than ever before, brands are prioritising digital channels to connect with their target audience and must leverage sought-after marketing skills such as:
Search engine optimisation (SEO)
Data analytics
Machine learning/ artificial intelligence (AI)
Chatbot marketing
Mobile development
UI/ UX design
Cloud computing
Blockchain
Internet of things (IOT)
Successful marketing teams start with the right, talented individuals. Our global talent consultancy at DMCG Global helps to quickly connect marketing agencies and brands with the right individuals anywhere on the planet. If you are looking for marketing professionals and would like a bespoke, high-quality recruitment service, our expert consultants will be happy to help. Get in touch below to find out more.
