Consumer behaviour has been shifting as customer experiences become increasingly digital, but many of these changes were forced to accelerate last year as a result of the pandemic.
Indeed, research by Marketing Week and Econsultancy found 53% of marketers believe customer journeys have radically or significantly altered. So how should brands react?
The hospitality, sport and entertainment sectors have been some of the hardest hit by Covid restrictions, resulting in many needing to rethink their entire approach.
"What was a nice to have is now a necessity because people want a genuinely contactless experience," said easyHotel's chief marketing and digital officer Rav Dhaliwal, speaking on a panel at the Festival of Marketing. "How we reassure on that will hopefully help to build brand and loyalty, because brand promise has increased in terms of importance."
He was joined by Deliveroo's former CMO Inés Ures, who is now advising tech startups including Vertical Future and Chi Evi-Parker, marketing and ecommerce director at Tottenham Hotspur FC, who all shared their thoughts on how customer journeys need to be adapted in 2021 and beyond.
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