The current pandemic has transformed the way corporations work. It also makes it difficult to forecast what B2B and B2C marketing and revenue would look like in the post-COVID-19 period. More products and services are being provided electronically, and more workers will continue to operate remotely or in a hybrid environment for the near future. Months of diverse consumer feedback to COVID-19 have provided us with some insights into the marketing patterns that are operating in this new standard, as well as what to expect in 2021.
1. Conversational marketing: When confidence and brand loyalty become more intertwined, conversational marketing can remain an essential component of an effective marketing campaign. At any contact point, customers should be able to connect with the brand and receive a response that satisfies their realistic standards. As a result, ensure that the company's communication intelligence is easily accessible. Chatbot-AI technology is now going to lead the future of marketing so it can appeal to any amount of customers at the same time. Having said that, the human touch is still essential in respects that computers cannot. Any customer-facing department must welcome dialogue and make customers feel like they are a part of the brand.
2. Machine-led Disruption: AI and MI are two of the most common buzzwords used by brands and advertisers alike in today's world, and they have a wide range of meanings. AI and Machine Learning can effectively handle marketing preparation and purchasing on their own, and major corporations are focusing on this through AdTech and MarTech ventures.
3. Visual/Experiential: In this decade, XR, also known as extended reality, which includes AR/VR/MR technology, will revolutionize how we consume and produce content. Marketing has progressed beyond just placing advertisements on various channels. It is the location where consumer service is strategized and executed through various touch points. With AR/VR/MR quickly emerging and in this modern world order of interactions from home, it is critical that advertisers take a serious look at these innovations for their brand.
4. Brand Transparency and Social Consciousness: Transparency on social media is more critical than ever in this modern age. Social media functions as a forum for marketers to personally connect with their customers; consumers are constantly searching for brands they can trust, so being honest can help the brand win the trust of more users. A brand will bring a message to customers that they want to hear while still coming off as truthful by being straightforward and socially aware. Sincerity is a missed attribute in marketing, but it is something that consumer’s value.
5. Data privacy and respect: Data is gold for advertisers, but as a consumer, privacy is the most precious asset in the online space. It is important that brands value consumer data and use it wisely. Any data-driven contact a brand engages in should be useful to the consumer and should never infringe on privacy or be invasive or burdensome.
2020 looked to be a return to business school without a curriculum. Many marketers understood, adapted, and made the best use of their tools to guide the brand in the right direction. 2021 will be the year to capture opportunities, lead from the front, learn from the crisis, and brace for future consumer behavioral patterns that will arise as a result of it.
Helen is a passionate writer, author, and blogger. She researches and writes on the latest trends to help people stay updated with the latest trends and technology in the market.