Businesses adopted innovative marketing tactics amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 13, 2021, 2:48 AM UTC

Companies, during COVID-19, strived to bridge the gap between in-store and digital experiences.

COVID-19 altered consumers’ shopping habits, disrupted supply-chains, encouraged creative messaging, and the use of digital and social platforms. To bolster consumer experiences (CX) meet expectations and boost revenue amid COVID-19, businesses integrated physical and digital touchpoints across the consumer journey and sought to build long-term consumer relationships.

The pandemic resulted in brands innovating new engagement strategies to connect with a wider cohort of consumers, that are not just Gen Z. Businesses implemented new technologies to assist digital transactions, as 80% of consumers shopped online during COVID-19.

Building a measurement framework and using consumer data can help businesses innovate new solutions and test new marketing approaches. Further, social listening tools can help brands gather insights around consumers’ issues, as well as offer products and services that enhance CX and build trust.

Read the original article

[5 minute read]