Many legacy publishers are struggling for the same reasons that traditional, non-digitally native retailers did when DTC brands like Bonobos, Casper, and Warby Parker emerged. Look at the old guard of retailers – JCPenney, Macy’s, and Sears – and you’ll notice a similar trend between them and more traditional media brands: a focus on scale, rather than the customer. This loss of focus has had repercussions, such as plummeting stocks and store closures. Like big-box retailers, publishers were late to the game when it came to personalization – and some are still lagging behind. With the multitude of options available to consumers today, publishers need to take a leaf out of the influencer marketing playbook and deliver personalized, relevant experiences to readers to stand out in the crowd. Influencer marketing is flourishing because consumers relate more to the individuals they follow on social media than they can to a brand. Click Read More below for additional information.
By now, all of us would agree that Covid-19 will remain in the collective human psyche for years to come. What does this mean to you as a marketer? It means we must take a new look at consumers with a fresh perspective. Just as we did after the Great Depression and 9-11, we will inevitably see changes on a global level. While these changes may occur differently for each individual, for most it will revamp the way we live and think for the long term.
In recent months, I’ve been fascinated by how shifts have crept into our lives in unexpected ways, creating challenges for every brand on this earth. How are you preparing for these transformations? How will it affect the way you plan for merchandise and services, your messaging and your overall customer experience?
The following is certainly not a complete list of considerations or predictions but it clearly lists how marketers must remain flexible and engage in re-imagining a new business model. Every brand must take a hard look at what they offer, pivot quickly to meet the new reality and meet consumers where they are.
read more at: https://www.jschmid.com/blog/post-pandemic-predictions/