As the virus swept the globe, brands changed how they inter- acted with customers due to social distancing and stay-at- home orders. Consumer perspectives about making purchases also shifted with fluctuations in the stock market, skyrocket- ing unemployment and supply chain issues. As many people lost their jobs and those still earning a paycheck worried about future layoffs, impulse purchasing became infrequent. Messages that resonated with consumers a few weeks prior suddenly fell flat and even seemed insensitive.
“You need to re-create the customer journey for these times, and then prior- itize investments based on what you learn,” says Brian Solis, global innovation evangelist at Salesforce and author of X: The Experience When Business Meets Design.
Marketers need to take a fresh look at what people are searching for, where they’re going, what they value and what they’re finding, Solis says.
www.briansolis.com
Core Issue 1 - The COVID-19 pandemic led to a seismic shift in consumer behavior
1. epsilon.com/CORE
The Give and Take
With Walled Gardens
CORE
Balancing platform limitations, the customer
experience and performance transparency
CHALLENGE
YOUR
MARKETING
BELIEFS
ISSUE ONE
2020
Lessons From the DTC Revolution
Email’s Growth Potential
COVID’s Lasting Effects on Marketing