In a world where a thread on Reddit can destabilise trade on the New York Stock Exchange, you’d better be sure that you are across marketing and communications trends in a persistent pandemic world.
A common theme is emerging - based on breaking out of often-defensive mindsets to a more holistic and authentic version of communication that is attune to human needs. Start with your purpose and establish the foundation required to not only become resilient but flourish in the most turbulent of times. You need to be deeply attuned to why the business exists and who your business is built to serve.
Agility is key. How can your organisation structure itself to not only live the purpose, but to do so as stakeholder needs unfold?
When have you last looked at the human experience? How can your organisation break out of the efficiency-first mindset to elevate the experiences of your customers, workforce, and business partners?
These concepts cannot gain meaning without first building trust. Brands will be held accountable. You better ensure your messages match the experiences you deliver. Participation will be the key ingredient. When have you last looked at an in-depth consumer study? Companies are harnessing customer passion to bolster their engagement strategies through customer-led innovation and advocacy.
Some of the most creative companies in the world were able to overcome their defensive mindsets to create entirely new solutions through the fusing of new partnerships, customer ideas, and digital ecosystems.
Great people will provide a benchmark how marketing can elevate its talent model into a competitive differentiator—even in the toughest of times.
These trends do not predict what the future holds, but they may offer something more immediately useful: a path forward to help your customers, workforces, and society when, collectively, we need it the most.
Susanne Sperber, Retorix