Trends Shaping the Future of Marketing, Even After COVID-19 Is Gone

Marketing is an evolving field, and the future of marketing is likely to be influenced by various factors, including technological advances, changing consumer behavior, and shifts in the business environment.

Yes, the COVID-19 pandemic has had a significant impact on consumers’ behavior and attitudes, and this has forced many brands to adjust their marketing strategies.

One of the major changes that the pandemic has brought about is the shift to online shopping and e-commerce. With many brick-and-mortar stores closed or operating at reduced capacity, consumers have turned to online platforms to make their purchases. This has led to increased e-commerce sales and a corresponding rise in digital marketing efforts.

The pandemic has also changed how consumers engage with brands. With many people spending more time at home and online, there has been an increase in social media usage and engagement. Brands have had to adapt their social media strategies to reach consumers where they are spending more of their time.

Another trend that has emerged during the pandemic is focusing on health and wellness. With concerns about COVID-19 and other health issues at the forefront of people’s minds, brands have had to adjust their messaging and product offerings to meet this demand.

It is fair to say that we already know of 10 disruptive central shifts that would influence consumers’ attitudes and behaviors, post the pandemic:

1. Digital shopping is here to stay

Physical distancing and stay-at-home customs have forced whole consumer segments to shop differently. The dramatic rise in the adoption of e-commerce and omnichannel services sees no sign of abating. The latest data suggests that there will be a huge increase of 169% in e-commerce purchases from new or low-frequency users post-outbreak. And, what’s more, the vast majority of consumers who have increased their use of digital and omnichannel services, such as home delivery, curbside pickup, or shopping via social media platforms, expect to sustain these activities into the future.

2. Brand loyalty is eroding

This general behavior change in response to Covid-19 has also been reflected in a shattering of brand loyalties. Almost half of the consumers are trying new brands, and a third are incorporating new private-label brands into their shopping repertoire. For marketers, this highlights the need to quickly become aware of when shoppers are migrating between brands. The recovery cycle will favor those brands that increase promotional activity to reinforce consumer relationships. According to Forrester Research, business-to-consumer (B2C), marketers will increase their spending on loyalty and retention marketing by 15% in 2021 while cutting back on product- or performance-based marketing.

3. Balancing sustainability and hygiene

There will be strong intent to continue contactless activities, such as increased self-checkout usage at retail. Single-use packaging will continue to be popular at the expense of reusable packaging. However, sustainability goals will be supported, and FMCG companies and retailers will stay committed to long-term decarbonization. 

4. Marketing localization

With more consumers moving out of urban areas and to the suburbs and rural regions, localized marketing will become more prominent. Two-thirds of consumers, according to Accenture, are shopping primarily in neighborhood stores, or buying more locally sourced products. Localized content and personalization will be more important than ever, in order to strengthen a connection with the audience. Localization will also accelerate marketing automation and data mining as marketers struggle to get a better grip of ROI.

5. The rise of the crib economy

Americans are spending their at-home time on work and domestic activities. Usage of popular online entertainment platforms has skyrocketed. As economies reopen, almost three-in-four consumers say that they’re hesitant to resume regular activities outside the home. They are concerned about going to a hair salon, gym, or restaurant, but are especially worried about shared environments, such as the office, public transportation, ride-sharing, air travel, and, generally, being in crowded spaces. Amid the disruption, consumer behaviour may never return to the old “normal,” even after Covid-19 abates or conquered. People will continue to spend more time at home, seeking safety. The entire makeup of our life will be reshaped. For example, many people may reconsider staying in the area where they live and move to the country side, resulting in the reversal of the urbanization trend.   

6. Personalization

Marketers will continue to use data and technology to deliver personalized experiences to customers. This may involve using AI and machine learning to target ads and content to specific audiences, or using personalized recommendations to drive sales.

7. Omnichannel marketing

As consumers use more and more channels to engage with brands, marketers will need to be able to reach them across multiple platforms and devices. This will involve developing a consistent brand experience across all channels and using technology to track and measure the effectiveness of marketing efforts.

8. Interactive content

Interactive content, such as quizzes, polls, and interactive videos, can help brands engage with their audience in a more meaningful way. Marketers will need to find ways to create interactive content that resonates with their target audience.

9. Social media marketing

Social media platforms will continue to be important channels for marketing, as they offer brands the opportunity to connect with customers in real-time and build relationships with them. Marketers will need to stay up-to-date with the latest trends and best practices on social media.

10. Influencer marketing

Influencer marketing, in which brands work with social media influencers to promote their products or services, is likely to continue to grow in popularity. Marketers will need to find ways to authentically incorporate influencers into their marketing efforts.

These transformative changes require marketers to reconsider what they know about their changed customers, and just how they reach and engage them. Moving forward, an omnichannel marketing strategy is essential to survival. And, as telecommuting and the “crib economy” becomes more prevalent and prominent, thus reshaping where and how people live, work, and shop, the cascading impact will necessitate new approaches toward reaching consumers.

The COVID-19 pandemic has led to significant changes in the way that consumers behave and interact with brands, and this has required brands to adapt their marketing strategies to meet the new challenges and opportunities presented by the pandemic.

Overall, the future of marketing is likely to involve a combination of traditional and digital marketing techniques, as well as a focus on personalization and customer experience. Brands must be agile, innovative, and ready to experiment in what will become a constantly evolving new, marketing landscape.