Reimagining marketing in the next normal

COVID-19 is changing consumer behavior in at least six important ways. Here’s how marketing leaders can adapt.

 
As governments gradually remove pandemic-induced restrictions and businesses begin to reopen, there’s a sense that we might be on the verge of returning to “normal.” That is unlikely. During the months of lockdown and self-isolation, we have been, in fact, writing a new future.

This has important implications for marketers trying to build lasting relationships with customers. Granular monitoring of data and trends in consumer behavior has always been important to planning. Given the unprecedented nature of the pandemic and the profound changes it is causing, we believe that harnessing imagination may be just as critical. Marketers will need to think hard—and differently—about what the consumer in the next normal will think, feel, say, and do.

We have observed six potentially important changes in consumer behavior. Some of them are meaningful accelerations of existing trends, some are only emerging now. What follows are suggestions for how marketers can begin to respond to them. It is not meant to be an exhaustive list, and we do not claim certainty about the duration of these changes. But we think their implications for marketers warrant careful consideration and thoughtful action.

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Πηγή: mckinsey