![]() ![]() With the global population aging and having fewer babies, the power and influence of older groups in the marketplace must be recognized, but not spoken to as if they are ‘old’. Marketers can no longer afford to direct their efforts solely at youthful digital natives, but need to target digital immigrants too, especially as by the end of this decade, most global consumers are expected to be 60 or older, says GWI data. E-commerce is expected to continue growing across all product categories, and audiences, making it even more vital for companies to harmonize their messaging.Īnd just as consumers have been forced to embrace change, the ability of brands to connect seamlessly across platforms – and audiences – is essential. Most categories experienced more than 10% growth in their online customer base, with many consumers planning to continue shopping online, even when physical stores reopen. ![]() The world has vaulted ten years ahead in consumer digital penetration due to Covid, says McKinsey. And while brands have long courted Gen Z and millennials, lockdowns have delivered a whole new perspective, with omnichannel marketing now essential for brands to lean into the full gamut of the exponential online audience. It has accelerated the need for omnichannel marketing that transcends not only physical but also audience barriers. The pandemic has wiped its germy hands over every marketing strategy and incinerated the rule books. As shopper behaviors and emotions continue to change amid conditions thrust upon them by the pandemic, brands must look to connect seamlessly across a variety of platforms and channels, embracing both digital natives and digital immigrants. ![]()
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