WHAT ARE THE CURRENT TRENDS AND INNOVATIONS WHEN IT COMES TO DIGITAL BRANDS ?
DIGITAL STRATEGY
64 engagement . It is virtually impossible to segment a traditional brand from a digital brand today because social media and the internet are ubiquitous .
WHAT ARE THE CURRENT TRENDS AND INNOVATIONS WHEN IT COMES TO DIGITAL BRANDS ?
MM : One trend we are seeing is the continued blurring of brand and acquisition marketing . The standard customer journey path taught 35 years ago has been completely disrupted . The path to purchase is not linear ; today it ’ s more a jumbled mess . People are consuming content for entertainment and the ‘ time-topurchase ’ window has been greatly reduced across the board . In social media , shoppable posts are now being developed in a productive way . Influencer marketing , for better or worse , is also part of digital marketing . The steps from an unboxing video viewing to purchase are much shorter than in a non-digital world .
Another trend is the greater need for personalisation in messaging and communications . Especially in the current environment , digital brands are expected to not only adapt their communications messaging and tone to reflect the circumstances , but to change their product and services offering . This is where market research – especially platform-based , agile research – is key .
JP : Two stand out . One is personalisation , which is the ability to tailor offers , products , services , and communications to individual customers wherever they are in their decision journey . These brands harness technology and insights to always be relevant to their customers . The other is the ability to continually pivot and innovate . That requires an operating model that constantly looks for new opportunities and develops new ways to tap those opportunities so they can
DECEMBER 2020