COVID-19 has rewritten the marketing playbook, changing customer behaviours and buying habits, approaches to brand building and accelerating digital adoption, according to a new report.
The pandemic was one of seven main factors driving the transformation within marketing, according to Paradox Report authors John Dunne and Aileen O’Toole of Ignite Media Consulting.
They also highlighted higher customer standards, the prioritisation of digital marketing, the move towards e-commerce, strategic planning challenges, the importance of human marketers, and long-term brand building.
Dunne and O’Toole said that marketers were more equipped than ever to plan, deliver and measure campaigns, but never have they been so ‘challenged to make informed decisions about their marketing strategies, where to invest and how to retain and remunerate their agencies.’
They explained that despite improved data and tools and competition within the marketing sector …