September has always marked the end of summer and the start of a new chapter, but in light of the strangest year many of us have ever experienced, it’s safe to say that right now more than ever many of us are craving a breath of fresh air in our lives.And as children finally get back into the classroom, it’s clear the usual ‘back to school’ feeling extends far beyond families.
As governments gradually remove pandemic-induced restrictions, there’s a sense that we might be on the verge of returning to “normal.” That is unlikely. During the months of lockdown and self-isolation, we have been, in fact, writing a new future.This has important implications for marketers trying to build lasting relationships with customers. Granular monitoring of data and trends in consumer behaviour has always been important to planning.
In the midst of the Covid-19 pandemic, experiential marketers are looking for ways to create immersive brand experiences for consumers. Most are opting for a total “pivot” to digital and virtual events — but that isn’t quite the right approach. During the pandemic, most events haven’t been possible. CDC guidelines – in the US at least – along with local restrictions on large gatherings and in-person events, have made it difficult for experiential marketers to do their jobs over the past few months.
2020 has been a testing year for all of us. While several industries struggled for business, a few of them thrived. In the midst of this, customer experience fast tracked several technology and business imperatives. With social distancing measures in place and eCommerce becoming the primary sales opportunity for many brands, organisations have had to quickly innovate and leverage technology for customer interactions.
Black Friday and Cyber Monday, previously competitor sale days, now look set to emerge as one event – a giant ecommerce extravaganza – thanks to increased ecommerce uptake among consumers. The five days from the American Thanksgiving holiday on Thursday 26th November through to the following Cyber Monday are now dubbed the ‘Cyber Five’. This year, it will bring a host of new elements for search marketers to consider.
The Covid-19 pandemic has made many businesses suffer – and for marketing teams and agencies, where proving value has almost always been a bunfight, the impact has been especially hard. According to a study from performance marketing provider Uplers in June, polling CEOs and senior management in agencies, more than half (57%) believed the impact of Covid-19 would last more than six months. Two thirds (66%) had seen a decrease in overall revenue.
Possessing a digital business strategy is no longer a dilemma for companies fighting fierce competition in a rapidly-transforming corporate environment. Having a sound digital business strategy is vital for organizations to prosper in an era when digital instruments have altered the marketplace and brought about new business models.
In early December, Google underwent its most recent core update to its algorithm. The previous core update was in May 2020, meaning this one covered a seven-month gap. Before that, there had been a January 2020 update and one in September 2019. The shorter gaps between updates are more common, making the seven-month gap noteworthy.
The pace of change continues to accelerate, meaning marketers can no longer rely on best practice, previous results or assumptions. After all, 2019 will be anything but comparable to 2020…and 2021 will no doubt bring a new set of circumstances. This means experimentation and proposition development are more important than ever before. The question is no longer ‘should we change something?’ but ‘how big a change do we need to make?’
For most early-stage startups, the focus is on selling—how can you bring your product to market faster, start making a profit today, and create this incredible new thing that everybody wants. Excitement is a great motivator, but success requires realism.Marketing for early-stage startups can be the make-or-break catalyst, either propelling you far into success or straight down into the graveyard of so many other failed startups.
The two phrases seem interchangeable and often are used that way, but are fundamentally different. In fact, customer experience encompasses user experience as it’s a much broader term. It’s important to understand UX and CX’s differences and functionality separately so you can better use them conjunctively. After all, the customer needs to enjoy their experience with your product beyond the time they spend actually on it.