We are living in a period of reset and discovery, which promises both to be an extraordinary challenge and an opportunity as the world works through the uncertain prospect of rebuilding. The pandemic hasn’t undermined the importance of communications. If anything, it’s just created a new set of priorities and expectations for advertisers to solve. To understand these behaviors is to understand the people behind them.
Agencies are embracing data like never before which could explain why search intent for “Data Driven Marketing” has been climbing since the end of June. Coronavirus has forced agencies across the board to embrace change in an increasingly crowded landscape. Many agencies differentiate themselves with big ideas and strong insights, often through large-scale campaigns, and they must learn how to translate that service over digital channels. Becoming data-driven is table stakes for enterprise success, and agencies have to be able to walk the talk.
The digital market is moving at a breakneck pace, so there is a good chance your strategy will become outdated mid-execution. The only way to ensure success is to be one step ahead of the game. Unsurprisingly, search continues to be a strong area of interest among brand marketers seeking to come to grips with changing customer preferences. Similarly, “Intent Data,” has been on the rise since early August. The purported value of intent data is that it allows companies to predict behavior from clients. Throughout the second quarter of 2020, online purchasing has increased and the majority of consumers expect to spend as normal in the lead up to Christmas. Despite the worldwide recession, consumer spending intent is still there. It’s just their expectations that have changed.
One of the best ways to make existing or potential customers feel appreciated is to do something that delights them – just as long as there is a benefit. After a steady few months, Bombora saw “Customer Delight” taking off mid-August, implying that marketers may finally be ready to surprise and delight their audiences once again. A longtime staple in marketers’ toolbox, surprise and delight is a strategy of giving the customer more than he or she expects. What’s even better is letting new clients experience your company’s expertise and the potential impact of your work early on. This is a powerful way to build customer loyalty and drive repeat business.