18-20 MAY 2021
IFEMA MADRID

Nowadays, the consumer has a lot of expectations on a brand, such as a reliable service, a brand purpose alienated with his or her values, and experiences that allow him or her to act as co-creators. In the current situation, a successful business is the one that acts according to a clear and defined purpose, and that should be putting the client at the centre of any firm’s strategy.

In a report elaborated by Deloitte, it defines 7 key marketing trends of 2021 for organisations to focus all their efforts on their clients:

  • Organisations with purpose: A firm with a clear purpose, with values and social impact alienated with those from their clients, has more probability of success. Almost four of five survey respondents remembers any moment in which a firm acted positively during the pandemic. And at least one of them affirms to be now more loyal to the brand. The organisations with a purpose understand why and for who they exist, independently from their product. And their decision-making is according to this commitment because otherwise, they will lose clients.
  • Agility: Half of the executives participating in the survey believes that digital transformation is necessary to react faster to their clients’ needs. That is, without doubt, other of the big challenges in marketing. Thanks to an integral vision of the client and an omnichannel strategy, it is possible to do agile marketing. Besides, with predictive techniques with Artificial Intelligence and Machine Learning, it is possible to anticipate the clients’ needs and design new offers relevant to them. In fact, 67% of the survey respondents said that the presence of their firms in social media increased during the pandemic with the objective to interact with their audience and offer a personalized service.
  • Human experience: More than 70% of people appreciated the digital innovations that allowed them to be connected with other people during the pandemics. However, virtual connections can not replace in-person relations. For that, organisations must focus on offering a safe space that can create more human connections. And communicate and transmit this safety to the clients is another of the big challenges of marketing nowadays.
  • Transparency and trust: The reputation of a brand is going to be more related to the capacity of keeping promises in the upcoming years. For that reason, it is very important to keep a commitment with the clients and do it transparently. When a brand shows empathy, people are more able to trust their intentions.
  • Participation: 2/3 of the executives said that they have changed the way their companies interact with the clients to answer better during the pandemic. Thanks to technology, clients and brands are closer, letting clients participate and co-create with the firm. In this sense, organisations include the client in their engagement strategy as ambassadors of the brand.
  • Merges: Organisations can offer a better service to their clients creating innovative experiences through strategic alliances. The fusion represents the art of reuniting business associations, client knowledge and digital platforms to create ecosystems that deal with human needs more holistically.
  • Talent: Since the pandemic has changed the way we work, organisations have focused on making talent a strategic strength. Technologies such as Artificial Intelligence free marketers from more tactical execution and leaving them room to innovate and generate creative ideas.