Track customer changes to grow

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2021, 2:15 AM UTC

75% of US consumers say that pandemic and related crisis will power long-term changes in their behaviour and preferences.

As COVID-19 vaccinations roll out and consumers gradually step out, marketing leaders need to carefully assess consumer changes and deploy a predictive understanding of their behaviours. Rather than just marking behaviours as “pre-pandemic” and “post-pandemic”, brands must understand that consumer behaviour and demands have always been random.

However, with consumers experimenting with new technologies amid the pandemic, consumer change will be the “new normal”. While consumers often downplay how much they will change over the years, their preferences, tastes, and behaviours will transform in the future.

CMOs must track ongoing changes in consumer behaviours and attitudes amid the pandemic and monitor changes before COVID-19 to meet their expectations. Tracking emerging attitudes and behaviours evolving from the pandemic also help meet expectations.

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