Deloitte - 2021 Global Marketing Trends - Part (04)

©Deloitte Insights – 2021 Global Marketing Trends, Find Your Focus

2021 – Global
Marketing
Trends
Find Your Focus

3
1 INTRODUCTION
Find your Focus
AGILITY
3 Changing the Playbook
PURPOSE2 Built to Flourish
HUMAN EXPERIENCE4 Know Thyself
TRUST5 The promises we keep – or don’t
FUSION7 The New Ecosystem
PARTICIPATION
6 A Two-way Street
TALENT8 Marketing Disrupted
CONTENT

Participation
A Two-way Street

Participation
A Two-Way Street
Marketers can benefit by
crafting an engagement
strategy that leans into
customer participation as its
deepest levels
Customer engagement is
quickly becoming a two-way
street where customers
participate as brand
ambassadors, influencers,
collaborators, and innovators
Key Opinion Consumers are
mostly those regular people
who have garnered a following
because of their knowledge
and/or expertise in brand’s
products or services
Customer participation represents
both the passive (low effort
activities like writing reviews) and
active ways (cocreation and
developing content) ways in which
people interact to influence brands.
Top Five industries that witness
the most engagement are:
Electronics, beauty and
personal care, health and
wellness, apparel and footwear,
and grocery and beverage.
The Older the individual, the
Bigger the role passion
plays in participation
People are most motivated to
participate to help others,
recognized for expertise, or wanting
to share something exciting
As people engage in deeper
activities, they also participate
in them more frequently

Who’s participating: With Age comes passion
Participation frequency: The few but mighty
Participation
A Two-Way Street

Participation
A Two-Way Street
Build a holistic participation plan
It’s important to pinpoint where participations can be
integrated into your engagement strategy.
Create a deeper customer relationships
Participation is unique in its ability to interactively foster
and nurture brand loyalty and customer advocacy.
It’s more than just a B2C strategy
B2B companies can kindle participation in a similar manner
as their B2C peers (esp. in innovation and cocreate new
products and services).
Engagement is a two-way street and marketers
have more opportunities than ever to invite their
customer to participate in – and bring life to –
their strategy, products, and services
Making participation part of your strategy

Fusion
The New Ecosystem

Fusion
The Worldwide
Shutdowns
triggered by
the COVID-19
pandemic
People don’t need
surgery;
they need to
be well.
Fusing cross-industry
partnerships in
a post pandemic
world

10
Fusion
The New Ecosystem
COVID-19 crisis has created a crucible of
experimentation and innovation to piece
together new ways to meet these unmet
human needs.
Organizations have an opportunity to
completely reimagine partnership strategies
for the people they serve.
For brands, it can mean thinking beyond their
own products and services and seeking out
partnerships that empower them to better
serve their stakeholders.
OpenTable entered new partnerships with a
variety of supermarket chains to turn a visit to
grocery into a reservable event.

Fusion
The New Ecosystem
Investing to evolving needs through social
Inviting people to directly participate in the
knowledge-sharing process affords brands a unique
opportunity to learn what people really need to
drive innovation efforts.
Integrate Customer Insights across Industry Lines
To gain a more complete picture of behavior and underlying
needs, brands can seek partnerships that provide
complementary views of the people they are serving
Listening to evolving needs through social
Social can provide a direct line of sight into
what people need now.

55%
56%
53%
Found their new digital experiences
an adequate substitution
53%
60%
33%
Said that digital native methods were superior
alternative to their in-person experiences
Fusion
The New Ecosystem
First time digital experience customers - Survey
While the role and importance of digital have been exploding for many years now, the pandemic was a turning point that drove many organizations to
not only accelerate their move to digital platforms, but also to find new ways and new partnerships to address customer needs through digital. To
understand these dynamics, we surveyed 2,447 global consumers to understand their first-time trial of digital experiences and their satisfaction with
those experiences.
Source: Deloitte Global Marketing Trends Consumer Pulse Survey

As CMO is the C-suite executive often closest
to the customer, is uniquely equipped to lead
the change of this innovation. Here are two
recommended actions marketers can take to
drive the innovation agenda for their
organizations:
Fusion
The New Ecosystem
Accelerating your Fusion Journey

“ Fusion is reimaging
the Art of The Possible “

Deloitte - 2021 Global Marketing Trends - Part (04)

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (19)

Similaire à Deloitte - 2021 Global Marketing Trends - Part (04)

Similaire à Deloitte - 2021 Global Marketing Trends - Part (04) (20)

Dernier

Dernier (20)

Deloitte - 2021 Global Marketing Trends - Part (04)