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On January 1, 2021, MarTech Editorial Director Kim Davis explained, kicking off the MarTech conference today, “everything wasn’t suddenly new again. It wasn’t a sudden reset. We’re living and working in a continuum of change — change which was already happening in 2018 and 2019, but took off like a rocket in 2020.”
Now a year into the pandemic, with recovery and vaccinations on their way, marketers and agencies have upped their game in order to adapt and survive. Brands are more digital and empathetic, and they aren’t giving up ground in these areas. That’s because the changes we all went through were a long time coming, dating back before the first COVID-19 cases.
In his keynote to MarTech conference, Davis was joined by three guests to discuss B2C changes, B2B changes, and the changing demands of diverse audiences.
Consumers demanded digital transformation
The transition to digital architecture that has transformed many businesses in the last two decades hit hyperdrive last year. Davis sees it as preparing for the moment that the pandemic brought to us. But the most important thing to keep in mind is that the pandemic wasn’t the root cause or result of this transformation.
Teresa Barreira, CMO of digital agency Publicis Sapient, agreed. “COVID brought few changes [on its own],” Barreira said. “The main impact was to accelerate trends in business and society that already existed but were not fully embraced.”
She cited the expansion of telehealth, curbside pickup and home exercising. All of these
Read more here: https://marketingland.com/martech-chasing-the-changing-customer-284676