Brands need to prepare for the holiday season by addressing evolving consumer needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 17, 2020, 2:47 PM UTC

The pandemic has not only changed customer behaviour but has also brought uncertainty to the holiday season.

Businesses need to leverage available customer data and monitor online consumer activity to understand their evolving behaviour during the global health crisis. Instead of trying to acquire new customers, marketers should focus on retaining existing ones to better position their brands for the holiday season.

Marketers can use modern analytics tools to gather recent and relevant customer insights. It can help brands identify the things that matter most to the customers during the current situation. Using marketing automation can further help brands turn consumer insights into personalised experiences at scale.

Testing, learning and optimising holiday data can help brands provide seamless customer experiences across channels and devices. But, businesses should maintain an empathetic tone in all their marketing messages to humanise the brand.

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