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Friday, March 29, 2024

The future of marketing after COVID-19 In what direction will the changes be made?

During the 2 years of the COVID-19 pandemic Has changed all of our world. since the existence of people searching for information communication style or even shopping that used to be a storefront had to adapt to be online almost one hundred percent Or even the working model from sedentary office needs to be shifted to working online or hybrid to reduce the risk of concentration of a large number of people.

However, when the situation deteriorated Our world that used to change many things must return to the semi-formal state. Although there are some organizations that have adapted their work styles to accommodate changing life trends. but face-to-face communication A personal experience It’s better than going fully online. Today we will take a look at what will be interesting in the post-Covid-19 (Endamic) world.

  • Ecommerce has a greater impact on brand success.

Global e-commerce retail sales rose to nearly $4.28 trillion, or $146 billion, while in the US, it’s growing at more than $432 billion, or $14 billion, between 2019 and 2021. (Which during the height of the lockdown), Statista reports that on its retail platform, 22 billion more e-commerce site visits were added in June. That’s 16 billion times more than the previous January.

Charge Retail in the UK also states that Their online sales hit a record £10 billion in July 2021, as more than 40% of people would choose to shop from home rather than travel. Even after the lockdown ended in Q2 2021, even Shopify saw $1 billion in revenue, a 57% increase compared to the prior year’s gross merchandise (GMV) quarter. this page

The findings from GlobalData also revealed that e-commerce sites that saw revenue growth during COVID-19 include Amazon and Alibaba, which saw double-digit revenue increases. And more people are visiting online retail platforms as a result of the COVID-19 pandemic.

Although more and more people are vaccinating against the virus. and return to a more normal life But many countries are still struggling with the epidemic. Deloitte estimates Southeast Asia will be the region where retail platforms will see an 85% increase in e-commerce penetration, overtaking India (+10%) and China (+5). %) and digital consumer spending in the region will grow by 60% by the end of 2021.

  • The business sector has to think new – make new ones to keep up with the times.

Hospitality and tourism businesses that are heavily impacted must inevitably adjust. But it doesn’t mean that thinking outside the box or online channels will really help this group of businesses. There are also a number of factors involved, such as retailers like Primark losing over $1 billion during the pandemic and they don’t use ecommerce to help seal the gap. This makes it difficult to access the online store of customers. It’s important to invest in brand logistics and develop excellent service as a weakness that can lead any business of any size to vanish from the market.

or in the fashion business group that has been affected by people not leaving their homes This caused the first-hand clothing brand that had a storefront to close and became an opportunity for second-hand clothing stores like Depop to grow in popularity. From the group of people who want to throw away the old clothes for money and buy cheap second-hand clothes instead of buying expensive new clothes. Because they didn’t go out to meet as many people as they did before the epidemic, and the focus on fashion is different as well.

Even the reading behavior of the new generation from reading to a file It was adjusted to touch reading. The trend in TikTok from the hashtag #BookTok is an idea that introduces the joy of reading on paper and sitting in a cozy shop. instead of sitting and reading alone in a stuffy shop or sharing the feeling of reading a book with strangers who share the same passion. which is becoming very popular in the online world

The automotive industry has been hit hard. from using less technology and being slow to adapt to digital transformation When no customers walk into the showroom The automotive business also needs to invent new forms of car trading. So that people at home can still experience a virtual test drive. or picking up and delivering cars without touching people In order to attract both old and new customers come back again

For example, Nissan@Home has launched an online experience. From test drives to signing contracts all from home. Major US auto dealer Sonic Automotive has decided to hire its first CDO and vice president of ecommerce. To double annual revenue by 2025, the idea is clear that brands must be willing to change and rethink their business models to survive and attract customers.

  • Brands need to be above what their customers are looking for.

Big Changes in Consumer Behavior as a result of the epidemic It’s where brands need to focus and show people their curiosity and trust, according to Deloitte’s Human Values ​​​​Compass. This is especially important as consumers become more aware of the brand. in each purchase decision Brands need to find out what people want from their changing lifestyles.

by an obvious example from the past epidemic As a result, people have to live in their own areas. Make the area around the accommodation It is more valuable to people and contributes to the restoration of community spaces. According to Google Search data, there has been an 80% increase in searches for ‘local’ stories.

this change causing marketers to communicate with customers by focusing on delivering content and messages to the community Take the case for Nextdoor, a local neighborhood-focused social media network. During the lockdown of such media Earn 73% more engagement coupled with increased revenue. Because marketers are able to connect with local customers very well.

Another interesting example is how Airbnb is changing its search marketing budget. It focuses on making public relations easier to reach and find. As a travel brand What they noticed about the change was a 95% increase in website traffic levels compared to the pre-COVID-19 period. People’s perception of the Airbnb brand has helped it come back to marketing.

A survey on Facebook reveals a community group ‘online’ Increased during COVID, with 98% of people feeling part of the group. Reliance and trust in this new online community. This gives marketers the opportunity to connect with a more specific audience.

and these examples It illustrates the complexities that will arise in the future of customer search marketing.

  • Customer experience is everything.

When people are forced to stay at home Both online behavior and expectations will change. Customers will expect more from their brand and their online experience. if that expectation It doesn’t match the delivery of the brand experience. They will choose another brand. to find what they need and that makes business competition more fierce.

What customers want is Feeling valued and expecting a digital experience Brands need to focus on providing better online chat or messaging solutions. Especially during the epidemic Consumers are accustomed to new options such as increased usage of delivery. Proven success for both large and small retailers.

The Status of Social Commerce 2021 report found that 97% of Gen Z use social media as shopping inspiration. And global social commerce is expected to reach $604.5 billion by 2027.

Creating a Unique Experience It will help your brand stand out. During the pandemic, the Mamas & Papas brand developed a shopping service. By adding a system of advice and product demonstrations via online channels to help new parents. Better understand the product and make purchasing decisions easier, or the Urban Outfitters brand that uses email consulting and online communication for its customers. This resulted in a 25% increase in transactions.

However, the restaurant business It is considered the group that is most affected. And also the need to adjust and find new ways. To offer an experience that meets the needs of customers. There are many restaurants that have transformed their restaurant business into an online store and started their own delivery. To reduce the commission fee to the platform. The future of the restaurant industry is still interesting to watch.

 

The key to success for any business, large or small. in the world after covid is to look at customers as the heart of the brand Great customer experience mix Coupled with a simple customer journey will make digital marketing even more perfect.

Source: digitalmarketinginstitute.com

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