DIGITAL STRATEGY
66 measurement and optimisation . The variety of channels is so huge now , and the ways that customers use them change so often , that brands have to be much more diligent about how they spend . Across all countries measured in our global consumer sentiment surveys , consumers revealed that they are turning to digital and reduced-contact ways of accessing products and services . In the UK , 71 % of consumers stated that they had tried a new shopping behaviour , with 16 % stating that they had tried a new digital shopping method . As these habits further evolve , granular data analysis and disciplined marketing-performance management will be essential for brands to stay in touch with their customers and drive MROI .
In addition , we ’ re seeing corporate purpose , environmental considerations , the balance of individual time and all social topics ( such as Black Lives Matter and diversity ) driving the consumer agenda . As such , there are many potential areas for getting it wrong . Again , this is really about developing deep and meaningful connections with customers based on a deep understanding of what they care about , want , and need .
“ The human touch is becoming hugely important . In response , digital brands will get more human and more personal ”
— Jesko Perrey , Senior Partner at McKinsey & Company
DECEMBER 2020