"It has been a year during which most of us have seen our social, work and family life shrink to fit inside the four walls of our home. As we've become accustomed to interacting with friends, family and even brands in new ways there has been a huge impact on all aspects of marketing, from channel mix to messaging, as businesses adapt to the changes in consumer needs, attitudes and demands brought about by this new home-bound way of life."
"Before brands even had a chance to pivot their strategies, from early April onwards e-commerce revenues started to spike by up to 50%, despite e-commerce marketing spend not trending upwards until early June. The retail sector suddenly lost its bricks-and-mortar channel and shopping now takes place virtually, no matter how big or small the purchase. While many people were already familiar with the joys of late-night Asos or Amazon, consumers of all ages are now having to rely on virtual interactions with brands."
A year of lockdowns compressed social, work and family life into the four walls of the home. Consumer interactions shifted to virtual channels, forcing marketing to change channel mix and messaging to meet new needs and attitudes. Physical stores closed and e-commerce revenues spiked by up to 50% from early April, even before marketing spend increased. Digital user experience became critical across the entire customer journey, including first clicks and remote handling of returns and complaints. Brands that identify and remove purchase barriers for all customers, not only digital natives, can convert browsing into buying and drive sales.
Read at The Drum
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