All these ingredients have created a completely different, and above all new, scenario . No one is clear about what will happen in the coming months or years.
And this is what should excite us marketers, what should alert us and, why not say it, stimulate us. It is in these moments that the greatest challenges arise and the talent of great professionals comes to light.
We need to reinvent the way we do philippines girls telegram marketing; we need to start creating scenarios to define the most appropriate way to communicate with our audience in this new context.
It is in these times of widespread doubt that the best opportunities present themselves to those who know how to see them. Therefore, it is a scenario of uncertainty, but at the same time an exceptional time to dedicate yourself to marketing.
What are the axes of change in marketing?
In order to think about the marketing that will be necessary from now on, we have to start by defining the variables that have changed the context.
From my point of view these axes are:
Uncertainty : As I mentioned at the beginning of the article, uncertainty is the variable that is most affecting our lives in every sense.
Economic crisis : As a result of this situation, we are entering a major economic crisis that is affecting many sectors.
Changes in consumer behavior : we spend more time at home, we shop more online, we consume more digital content and services and, in general, we have returned to simpler, more basic habits and purchases.
These three points have consequences in a multitude of areas. I will describe those that seem most relevant to me, but what we must be clear about is that;
We can't do things the same way as before. The context has changed, we have new rules. We must reinvent ourselves.
We must think of new ways to present our value proposition and to accompany our audience in the purchasing process. Below I leave you with what, in my opinion, are the pillars on which the new marketing will be based.
The pillars of new marketing
1. Second digital revolution
I am talking about the second revolution, although it could be the fourth or the fifth. What I mean is that the COVID-19 crisis has accelerated digital evolution (I try to avoid the term digital transformation) exponentially.
The movement restrictions caused by confinement have made the digital channel even more important.
For companies, at certain times, it was the only channel available to market their products or services, and for people it became the main window to the outside world (content consumption, video calls, purchases, etc. etc.).
This has meant that companies that were digitally prepared have been able to better manage the crisis, while those that were not have had to evolve at a forced pace to try to adapt to the new situation.
As a result, we will see how many companies will opt for digital to complete their digitalization processes, but the biggest change will come from the very high number of companies that did not have a digital presence and are launching one right now.
This will change the landscape and open up countless new opportunities and scenarios.
To give you other perspectives, here are some data I found in El Confidencial and other sources:
According to IDC, at least 40% of European GDP will be digitalized by 2021.
The Global Capital Confidence Barometer survey , conducted by EY in 46 countries during the months of February and March, reveals that 72% of executives surveyed acknowledge that their company has already implemented technological transformation programs .
While 82% of the professionals who participated in the Barometer on the business impact of Covid-19, prepared by Good Rebels with the Marketing Association of Spain, predict that the crisis will encourage innovation and the development of new business models.
A statement by my friend Nacho de Pinedo (co-founder and CEO of ISDI), with which I totally agree: “Before, there were many people who were reluctant to technology, but after 60 days of confinement, the world has accelerated the equivalent of six years in digitalization.”
In Latin America, 13 million people made their first purchase online (Visa data – May 2020).
In the USA we can see the transfer of users to digital in different sectors (first experiences vs. regular users. Data from McKinsey):