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Key Insights
We still have a little over three months to go in 2020, but the year has already become synonymous with unprecedented challenges and changes following a global pandemic and ongoing calls for social justice.
“It doesn’t matter what business you’re in. None of our plans that we made as of Q4 last year for 2020 are relevant anymore,” said Kofi Amoo-Gottfried, vice president of marketing at DoorDash, in a session on the New World Order during the first day of Brandweek on Monday.
Here’s a closer look at what brand leaders like Amoo-Gottfried have learned so far this year, along with the three primary ways they say business as usual has been forever upended by a moment that has changed us personally and professionally:
The new normal is the norm
For starters, consumers have embraced digital like never before and so, brands need to look forward instead of backward.
According to Andrea Brimmer, chief marketing and public relations officer at Ally, the migration to digital during the pandemic has yielded an influx of new customers for Ally.
“I think that’s probably something that will persist for a long time just because people have found that frictionless experience and they’re now questioning, ‘Why did I ever do it the old way?’” she said.
Amoo-Gottfried said the shift to ecommerce and the convenience economy is here to stay—although it may not remain as elevated as it is now across all categories.
“I don’t see that going
Read more here: https://www.adweek.com/brand-marketing/3-ways-brands-and-marketers-will-be-forever-changed-by-2020/