The MarketingProfs team convened a virtual roundup of marketing expert friends to get their take on trends and predictions that CMOs will need to be aware of to succeed in 2021. Here’s what they predict. 1. A long-term approach is the Miracle-Gro that B2B brands need to thrive Ann […]
Marketers will need to (a) refine what the customer needs from us right now from a content, service, and product point of view; (b) lead with empathy—not regular, garden-variety empathy… but pathological, focused, extreme empathy; (c) find creative ways to enhance/improve customer interactions to make them memorable; and (d) avoid delivering a disjointed customer experience. (I call this the business equivalent of a “Zoom mullet”: Your business is perfectly presentable from one perspective, but a hot mess from another perspective.
Digital business pivots may become permanent. “Virtual Events and Experiences for audiences to engage outside of your traditional sales messaging. We helped Mariano’s launch Mariano’s Meet-Ups, Virtual Events spanning Chef Demos, Mixology Classes, and Live Music, and Tricoci market Virtual Consultations for at home treatments. Diversify your social media activity to connect with more engaged users. To that point, enrich the user experience on your social profiles by leveraging shop and other features that break down barriers towards purchasing from you. We helped Tricoci launch Instagram shop to complement their new ecommerce program.”
Social media will become a top channel for purchase, instead of just discovery. “Social media platforms like Facebook are making it easier for consumers to go from discovery to purchase without ever having to leave the platform, creating a simple and seamless path to purchase. With social commerce continuing to grow into 2021, retail brands will have to adapt to these platforms with new rules, similar to what many did with Amazon.”