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Over the past two years, the economic landscape has changed dramatically due to the Covid-19 pandemic. As the global economy braces for a post-pandemic future, hopefully 2022, businesses must adapt to the changing landscape in order to survive and thrive.
Here are ten changes you need to prepare for now.
1. The lens replaces the characteristics of the product
Businesses no longer exist just to make a profit. Big brands compete and excel because they have a clearly defined purpose. According to Deloitte’s Global Marketing Trends 2022, having a goal has shifted from “aspiration to strategic priority”.
Brands that grow at a rate of 10% or more turn their goal into action more broadly than those that grow at slower rates. Consider why you are doing what you are doing. For example, many startup founders have a great idea or a problem to solve. This is your goal.
Related: Brand Activism: Turning Your Goal Into Action
2. Customer knowledge is redefined
The most successful brands understand that their customers are at the center of every decision they make.
To be able to reach customers effectively and profitably, businesses must understand their customer segments. Few businesses have only one type of customer they can address in their marketing. Clarifying customer personalities and breaking them down into clear segments allows your business to specifically target each segment.
3. Increased customer expectations
Never before have customer expectations been so high: Consumers expect a seamless experience from your business the moment they choose to connect with you.
Creating these experiences is only possible if you harness the power of technology and data. Both will help you create a personalized and relevant customer experience when existing and potential customers interact with you.
4. Marketing strategies turn into a customer journey
Businesses can still talk about marketing strategies, but they’re really trying to understand customer journeys.
This holistic view of the business involves taking into account all the interactions that customers have with you. From the first announcement to someone, to finding information on your website, to buying and navigating after-sales service, all are crucial parts of the customer journey.
Customers who have a bad experience with a stage in their customer journey are less likely to become repeat customers or to recommend your business.
5. Marketing must be at the center of your growth strategy
The pandemic has elevated marketing from one of the organization’s many cost centers to the heart of everything your business does. To ensure the growth and prosperity of the organization, marketing must be firmly at the center of your growth strategy.
Over the past two years, most organizations have integrated marketing at the senior management level. Forward thinking companies now have the ability to ensure that marketing remains at the heart of the business for growth.
6. Digital transformation is everything
If your business hasn’t started adopting digital technology yet, don’t wait any longer. Using technology allows you to better understand the touchpoints in your customer journey. It will also allow you to create truly personalized experiences for your customers.
Related: Digital Transformation Is Essential In The New Normal
Rather than removing the human element from your interaction with your customers, digital tools allow you to make interactions more personal. Depending on your product or service, you may even be able to deliver personalized products.
7. Social commerce governs electronic commerce
Social commerce is one of the fastest growing areas of e-commerce, if not the fastest. If your business relies on online sales, taking the potential of social media platforms seriously should be high on your list for 2022.
While social commerce sales reached nearly $ 27 billion in 2020, they are expected to grow exponentially by 2025. By then, consumers will spend nearly $ 80 billion, which is over 5% of all e-commerce retail sales in the United States.
8. Multichannel service is essential
How do your customers interact with you? You might be using chatbots, contact emails, and a phone contact center.
Your customers expect the same high level of service from all of these channels. All are of equal importance. Delivering a bad phone experience doesn’t just reflect on your team answering calls. It will also have an impact on the customer’s opinion across the organization.
Your organization will soon reap the rewards. According to Adobe’s Study of the Total Economic Impact of Adobe Experience Cloud, a multi-channel strategy can drive 10% annual growth, 10% increase in average order value, and 25% increase in sales concluded. No business can afford to miss this.
9. Mobility stimulates growth
Over 50% of Internet traffic comes from mobile devices. This number continues to grow year on year while the use of desktop computers continues to decline.
As a customer-centric business, you should focus on delivering a mobile experience that is at least as good as your desktop website. Simple navigation, clear site search options, and fast load times are key elements of successful mobile sites.
Related: How Mobile-Friendly Is Your Website?
10. B2B becomes B2C
B2B environments are not immune to these changes.
B2B buyers are now largely part of the digital millennial generation. They no longer expect to do business at trade shows and through product trials. Instead, they are looking for their counterparts to implement digital solutions.
To adapt to this changing market, B2B companies must focus on creating B2C-like experiences for their customers. When you interact with a B2B buyer, never forget that you are effectively interacting with another person rather than a faceless organization.
To grow in 2022, your organization must focus all of its efforts on creating an enjoyable, customer-centric experience. This experience must be transparent across all touchpoints and marketing channels. He becomes even more powerful with a clearly defined purpose at his heart.