Brands must commit towards causes and back statements up with real action amid crises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 27, 2020, 10:59 AM UTC

WARC’s Reimagining Marketing in the Next Normal report evaluates trends amid COVID-19.

With the need for social distancing, consumers have adopted digital ecommerce solutions to find products and services, as per WARC. A cited report by McKinsey informs that the ecommerce adoption trend would remain even after the pandemic.

Also, as e-services emerge, a spike in demand is expected, providing marketers opportunities to build connections among consumers with interconnected platforms. Marketers must focus on home-based smart devices to capitalise on categories like groceries that have retained “net intent to spend”.

Re-approaching operating models is suggested to create hyperlocal experiences and have a more granular presence at scale, as consumers focus more on local businesses. Brands must prioritise personal hygiene and concentrate on lower budget markets as health and finance are top concerns for consumers.

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