The Unexpected

The Unexpected

Rather than expecting clients to settle into a well-defined ‘new normal’, organizations should consider preparing for an evolution of buyer needs and buying behaviours.

Consumers don’t always know what they want, and they can’t predict how their behaviour will change.

So traditional consumer research — which surveys and asks consumers how likely they are to purchase something — is becoming less relevant than actual data in the market. That’s why applying advanced analytics to understand and see trends can be so valuable.

Companies that deliver data-driven marketing at scale can increase net sales value by 3 to 5 percent and marketing efficiency by 10 to 20 percent.

Behaviours have changed in the past 24 months, but old behaviours may bounce back. The brands that get ahead will likely be those who are savvy about navigating change and listen to customers whilst embedding flexibility into their plans.

They will seek to strike the right balance between creativity and data, and between performance-driven marketing and traditional brand building.

One way to do it is Agile marketing to quickly test and learn. But you need a risk appetite to do it!