In the past year, marked with the seal of the Covid-19 pandemic, many companies have questioned whether they will be able to survive this unprecedented health crisis, and how they will envisage the future. , more than uncertain. Some sectors, such as tourism and catering, have suffered staggering disruption and perhaps irreversible damage, while others, such as online commerce, have experienced a phase of accelerated growth and benefited from the lockdowns imposed on populations a all over the world.

Whatever your industry, you too have had to adapt, try to consider the best marketing approach for your business, and rethink from A to Z the way you run your business on a daily basis.

In this article, we are going to come back to 4 key upheavals observed during the year 2020, and which can be described as “pivotals”, in the sense that they herald lasting and significant changes:

Consumption habits have fundamentally changed
Events have gone virtual
Work has made its debut at home
Shopping online has become the norm

Consumption habits have fundamentally changed

As containment measures were enacted in most countries around the world at the start of 2020, people struggled to get what they needed where and when they could. But with stores closed or out of stock of essential products (remember the raids on toilet paper …), consumers have most often turned to search engines and the internet to find answers to their questions. . During the first months of 2020, interest in internet searches related to retail increased worldwide. Online searches for “who has” and “in stock” have increased by more than 8,000% from 2019 in the United States, for example. And as people were forced to limit their trips to USA WhatsApp Number List supermarkets and grocery stores, there was growing interest in research like “can you freeze ..?” “In the United Kingdom and” home delivery “in France.

USA WhatsApp Number List

Another striking fact which arises from this health crisis is a feeling, and even a reality that could be described as “economic anxiety”. In G-7 countries, more than 70% of people said their personal income had already been or would be affected by the coronavirus, according to a study by Kantar, dating from March 2020. This rate was especially high in countries like Italy (85%), the United States (75%) and Canada (75%). Another report found that people who anticipated changes in their spending habits expected to save more (29%) and spend less (27%) on non-essential items in the luxury and fashion industries.

A closer look at search terms on the web over the past year has shown that people are looking to hang on to things over which they can have some control in these uncertain times. Research on “e-learning” for example, increased by 400%, as parents around the world wanted to find inspiration and solutions for their children. And with the closure of gyms, searches for fitness apps have jumped 200%, compared to 2019.

People have also gone out of their way to find ways to cultivate social bonds and relationships in a world where everyone has found themselves isolated and cut off from their “old” lives. Online searches that include the phrase “with friends online” increased 300% in 2020. And this trend continues today. From November 2020 to January 2021, searches of the “film / series night” type increased by 400% year on year for the same period.

To try to tackle this pivot which has become permanent, the brands have created systems for monitoring information in real time, which have taken on greater importance within companies, and have put in place new processes to act. quickly on when receiving these “insights”. This new reality ensures that brands are now armed with the technology to drive their strategy by monitoring this information relating to changes in consumer behavior.

The events have become virtual

The last year has been marked by a cascade of cancellations of unprecedented events and conferences, such as the Cannes Film Festival or auto shows all around the world.

As a result, event marketing teams were forced to rethink their entire strategic approach. Even the fashion industry and top brands have been forced to move their catwalks to YouTube. While “digital events” seemed like the easy answer, it was noticed that not all types of events fit the virtual equally. And while many organizers wanted their virtual events to be broadcast live, reality caught up with them.

We have indeed witnessed an overload of live broadcasting, not to mention the fact that the majority of viewers already spent most of their daily life teleworking from home, their noses taped to their computer screen. To find out what the public and Internet users want, the events team at Google has put together a list of questions to help fans choose the digital event format that’s right for them, as well as a guide dedicated to the event. hosting virtual events on YouTube.

This second pivot, which has become permanent, has taught us this: Live events will return, of course, but they will be different. People will think twice before moving when they have the opportunity to easily connect from their living room and share an event at home with their family. It also means that in the future events of all kinds, whether cultural or sporting, will have to be adapted to offer the public an experience that is truly out of the ordinary.

Work has made its debut at home

Even before the advent of social distancing and lockdown, the house had already become a sort of ‘logistics headquarters’ for busy people looking to use their time in the most optimal way. Online research and pre-pandemic shopping habits indicated people’s desire to spend more time doing activities that make them happy, enjoyable or comfortable. But with entire teams working remotely for an indefinite period of time, companies have had to look for ways that can maintain a sense of community and promote inclusion in their staff.

The traditional model of working in the office has probably changed forever, changing consumption patterns and cultures in the workplace. For businesses, this backbone means finding adequate ways to meet people’s most basic needs and taking actions that can foster a more resilient workforce.

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