CMOs agree that conventional working processes have completely changed; and this includes the tried and tested marketing strategies
The unprecedented global pandemic has thrown everybody off their stride. Enterprises are left clueless about how to move forward with new strategies and technology tools to boost business. Client priorities have significantly changed, and as a result, enterprises had to restructure brand engagement policies. CMOs are looking into significant marketing developments and trends that will affect the new normal brand-customer relationship.
Digital is the channel for customer engagement
In the present scenario, digital channels have emerged as the primary channel for ensuring business continuity. As the general population increases digital transactions, enterprises across varied sectors like automobiles, technology, education, retail, and banking are opting for the digital channels for marketing as well. This channel helps them to cement intrinsic connections.
To make progress, prominent brands will be required to re-analyze their digital policies and make smart decisions related to investments. Doing so will help strengthen their building base, and for brands taking baby steps in the digital journey, they have to get the right team ready, deploy proper measures, and implement the best technology. They have to make steady progress towards an integrated CX management (CXM) model. Enterprises that lead the trend will need to embrace the habits of collaborative co-creators. It means that they will be the partners in their client’s journey via an engagement cycle. They will be addressing the client requirements in a real-time approach rather than the conventional control and command personalities aiming to push product proposition.
Practicing empathy and maximizing engagement
Customer engagement strategies have transformed at the fundamental level. Brands acknowledge that they have less opportunity for client interaction and are pushing to set a lasting impression. Insights and knowledge based on data will have a major role in ensuring proper alignment of brand strategies for the best impact right from the initial touchpoint.
In the current environment, both established enterprises and start-ups have to target empathetic communication with a safety-aware client rather than delivering only product-based awareness. This message needs to be translated right from the first client interaction to ensure trust and potentially lasting loyalty.
Marketing-led enterprise transformation is the base of any brand’s digital transformation phase. Here agile data-based decisions replace inefficacies and bureaucracy relevant to main operations and subsequent revenue generation. It’s no longer a choice, today it is more of a mandatory requirement. Agile marketing units depend on data-driven and digital-led insights needed to resolve client issues in real-time.
Organizations can successfully differentiate between campaign and engagement execution and positioning via agile marketing. It technically means that brands will be more proactive in adopting upcoming trends and have adjustable engagement and business models that can pivot and impact the dynamic environment.
The new normal scenario seems complicated and harsh, but will also be the platform for many critical and perhaps path-breaking innovations. In the future, enterprises can be segmented based on customer centricity, adaptability, and responsiveness. They will no longer be a mere service provider but experience creators, who lead their clients into the age of seamless experiences.