The marketing landscape changed completely after the start of the COVID-19 pandemic, and the plans that B2C marketing professionals had developed for 2020 were completely disrupted. In one of its reports, Forrester points out that some of the consequences of the crisis are here to stay, so companies will have to reevaluate their strategies to adapt them to post-pandemic marketing.
From now on, the investor phone number data trend is that B2C marketing strategies will be based on location and loyalty, and will focus mainly on actions aimed at customer retention.
According to Forrester, investment in customer loyalty and retention marketing is set to grow by 30%, and the volume of marketing messages is expected to increase by 40%.
A loyalty-focused approach
Customer loyalty is an important source of revenue for companies, which are increasingly directing their marketing strategies towards retention. Forrester indicates that loyalty programs are evolving significantly: new plans have been developed, and there has been a shift from offering reward-based loyalty programs to conceiving loyalty as one of the pillars of companies.
This means that B2C marketing messages will also have to evolve. The volume of marketing messages is predicted to grow by 40%, but the risk of them going unnoticed will also increase. To get these messages to consumers’ attention, companies will need to resort to innovative marketing strategies.
Budget cuts and uncertainty surrounding major events such as the Tokyo Olympics, where competitions were held without spectators, have forced companies to prioritise strategy optimisation. In fact, Forrester has indicated that investment in campaign optimisation will increase by 3%, and that automation will be used to reduce the number of hours that workers spend on data analysis.
To do this, companies will need to decide which tasks can be automated so that employees can focus on activities with measurable results, such as customer retention.
