Vienna (OTS) – Flexibility is the central keyword in the COVID-19 crisis. This also applies to marketing. A new Deloitte trend analysis shows: Companies have to react faster than ever to changing circumstances in order to remain attractive to consumers in the future. This can best be achieved with agile marketing models. Strengthening the human component and creating trust are also indispensable for a brand with a strong future.
With the Global Marketing Trends study, the consulting firm Deloitte identifies the most important new developments for successful brand management and customer communication every year. The forecast for 2021: In the current crisis situation, flexibility plays a more important role than ever for both customers and companies.
Trend 1: Establishing agile marketing
The corona crisis has prompted companies around the world to increasingly establish flexible structures in order to be able to react quickly to customer expectations. Digitization makes an important contribution here. This change is particularly noticeable in marketing: In the future, agile models and digital tools will be increasingly used.
In order to be able to offer a better customer experience even during the crisis, numerous companies have brought their digital presence into shape. “Above all, social networks enable companies to come into direct contact with their customers. Many also rely on virtual events and workshops, ”explains Roland Lindner, marketing expert at Deloitte Digital Austria.
Trend 2: Anchoring the human component in the strategy
Companies around the world are striving for greater efficiency. The most important thing is not to lose sight of the human component. Especially in times of crisis, companies should show themselves from a credible and empathic side. “With a deeper understanding of customers, employees and stakeholders, we can work on solutions that improve people’s lives in the long term. That strengthens the brand and its credibility, ”confirms Roland Lindner.
Trend 3: strengthening trust
According to Deloitte’s analysis, it is currently particularly important for companies to build and strengthen trust in the market. This is especially true in the utilization of customer data for marketing purposes. A transparent, trustworthy handling of data is the be-all and end-all here.
“Data protection is very important to consumers. Clear, open communication is rewarded in this context:
Reliable companies double the likelihood that customers will recommend the brand to their friends, ”adds the Deloitte expert.
Trend 4: Use customer loyalty for innovations
With the corona pandemic, many companies have changed the way in which they interact with customers. The focus is now much more on digital exchange. This increases the opportunities for customers to participate: for example, consumers can interact directly with the brand via social media.
“Customers want to experience and feel a brand. This customer experience can be achieved very easily and simply via digital channels, ”emphasizes Roland Lindner. “Products that are created through an online exchange with customers promote the relationship between brand and consumer enormously.”
Trend 5: Success through cross-sector cooperation
The current situation encourages potential collaborations and alliances with new partners. Both companies and customers benefit from the increased cooperation with other companies and the associated exchange.
“With new perspectives and external know-how, companies are able to better respond to customer needs. Ideally, they now use the crisis as an opportunity and bundle their learnings in a modern and comprehensive marketing strategy. In this way, both sides win – customers and companies, “says Roland Lindner in conclusion.
To download:
[Deloitte Report Global Marketing Trends 2021] (https://deloi.tt/3fWRTRy)
[Foto Roland Lindner Credits Deloitte/feelimage] (https://deloi.tt/33t9ZW1)
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