B2C companies require a proactive marketing approach to tackle the shift in customer engagement.
The COVID 19 outbreak has changed how companies function. Especially for B2C companies, a more agile and strategical approach was required to continue operations. Not only they were required to plan out an approach with minimal loss in productivity, but they also have to counter the scrunching economy and decline in customer engagement. At the heart of it, lies the challenge of marketing, to make the company’s product visible to the consumer. Before the COVID 19 pandemic, consumers across the global market were promptly acknowledging the products available across the industry. But unemployment, inflation, economic recession, and uncertainty about the future has caused a shift in the consumer/customer base. Henceforth the B2C companies require a proactive marketing approach to tackle the dimensional shift in customer behaviour.
Here are the top five trends that will help B2C companies to sail through 2021, in the marketing space.
Delivering a Human Experience
With COVID 19, the consumers demand a more personalized experience related to the products. A report by Deloitte states that big B2C companies are using values to build more connected and inclusive human experiences. For example, renowned automobile brand, General Motors have declared “zero crashes, zero emissions and zero congestion”, for providing a better experience to the customer. Through this approach, the company is aiming to build a sustainable world, making sure that it meets with the customer’s expectations of the company. Similarly, the UK-based mattress company Casper has launched a chatbot for insomniacs. This bot aims to connect with the customers to promote sales and engage in product help.
Converging various ecosystems
Digital marketing is considered amongst the most powerful tool to get the company’s visible. Promoting the product through brochures, pamphlets and videos will get your product seen. However, with COVID 19, the B2C businesses are required to do a little more than just digitally marketing the product. This implies that they need to have fusion amongst different departments. The report by Deloitte points out that many big brands are already carrying out this. For example, Hotels such as Hobo in Stockholm and TRYP by Wyndham in Dubai offer full-fledged working options. They have designed a co-working space targeting termed as NEST so that both the guests and non-guests can work feasibly in the place. The place has all the amenities so that the users can work without disturbance.
Social Media Marketing
Social Media Marketing is one of the fastest-growing marketing trends, of the present decade. Marketing the product across various social media channels ensues huge customer engagement. Many brands are heavily relying on social media to market their product. In the coming decade, this trend will dominate global marketing diaspora.
Towards a Customer-Centric Approach
Many brands have now shifted towards a customer-centric approach. Instead of focusing on the quantity of the products, brands are now focusing on the quality of the product. By keeping the customer as an integral part of marketing, this trend will be the driving force in 2021.
This is the extremely nascent form of marketing trend but has a positive outlook for the future. Through Artificial intelligence, companies can analyze customer preference. The big data generated and accumulated by the companies are used to gain client insights and purchase patterns, so that product can get improved. Also, it helps in identifying domains, products and geographies which are making customer engagement, and areas which require improvement.
A successful marketing strategy implies building trust amongst the consumer. Through strategic marketing planning, businesses can ensure broader customer engagement.