Marketing Challenges In The Digital Age

The marketing sector has been a reliable thermometer of the progress of the pandemic, adapting to the situation of each moment, helping companies perfect their strategies despite the circumstances, and knowing the needs and tastes of consumers.

But now, when it seems that the physical channel is gradually returning to normal after a crisis in which electronic commerce has definitively consolidated, the question arises as to how marketing will adapt to a new situation with many challenges and opportunities. The question, therefore, is what challenges the sector has to tackle from now on.

1. A new consumer

The consumer we were used to has changed considerably in recent years, an evolution that the pandemic and its consequent confinement has only accelerated. The consumer is now more informed, demanding, consumes in a global market, and requires a multidirectional relationship with the company.

Companies also face a wide range of profiles or targets to approach, so they have to correctly adjust the message to reach the consumer that interests them the most. A complex strategy to design, but one that can have great results if appropriately designed.

2. The consolidation of e-commerce

The pandemic has accelerated a trend that has not stopped growing in recent years: electronic commerce. ECommerce has been the only lifeline for many companies, who saw their points of sale close for months. Many of them had to create online sales strategies from scratch to alleviate the drop in income somewhat, which led to an unforeseen investment, including hiring staff.

The users, for their part, many of them reluctant to new technologies, had access to a global market, with more significant guarantees, offers, and incentives than e-commerce a few years ago. The experience has been satisfactory, and the companies that have known how to do it could retain their customers.

3. The challenge of omnichannel

Currently, consumers demand a more significant relationship with companies, two-way communication that goes beyond traditional customer service. Therefore, a touch takes place in any of the channels offered by the company, something that can also provide excellent opportunities for marketing strategies.

4. The importance of reputation

Those as mentioned above, omnichannel has as its main challenge the care of corporate reputation. In an entirely interconnected world, any adverse opinion or news can seriously damage the reputation of any company and ruin years of work in moments. Therefore, it is essential that the strategy considers a relationship and careful attention to customers and considers how to react to a reputational crisis.

5. An essential: talent

To adequately respond to these challenges, it is essential to have the necessary professionals with the vital skills and competencies to develop a strategy capable of taking advantage of the opportunities that recovery offers.