5 Solutions to Great Changes of Consumers’ Habits under COVID Pandemic

Despite lasting over 2 years, the COVID-19 pandemic still has no signs of ending. Numbers of digital consumers are growing sustainably, and online shopping together with electronic payment methods are becoming the new normal in our daily life.

In this blog, we are going to introduce 5 trends about the new consumers’ needs that businesses are facing, and the related solutions, based on the new published report of Adobe.

In February 2022, Adobe and Econsultancy published the “2022 Digital Trends – APAC in Focus” report, analyzing the digital trend from data of over 943 senior managers, IT and marketing professionals, answered during the period of November 2021 to January 2022.

Duncan Egan, the vice president of Marketing APAC at Adobe, found that digitization changed the way of thinking of the consumers from APAC. Therefore, businesses should understand more about these new consumers who value digitalized and flexible solutions much. The solutions for coping with this trend suggested by Adobe could be divided into the 5 following directions:

1）Understanding New Consumers, Speed-up the Transformation

According to the report, 77% of the interviewees responsible for APAC Marketing have the opinion that businesses have to develop new and speedy customer experiences in order to maintain and expand their customer bases.

Especially under the COVID pandemic, digital marketing is very important. 49% of the APAC enterprise leaders expressed their intention of putting digital marketing as their main development direction. As marketing officers would need to improve their marketing strategies using various ways and data, businesses should invest their resources to the related area and recruit insightful talents in order to catch this business opportunity.

2）Improving Customer Experiences, Providing Personalized Services

From the interview results in the report, we could find that most of the APAC enterprises are placing acquisition of new digital customers as their top priority, and maintaining current customers as the next. In order to acquire new customers, improvement of customer experiences would be a must and digitalization of business processes would help much with this. 38% of the interviewees see “digitalization” as the pivot of customer experience improvement, while over 54% of the enterprises are putting effort on investing their software for managing work flows and work items, also

Productivity enhancement and providing personalized services to customers.

3）Valuing Flexibility to Retain Talented Employees

92% of the report interviewees see “flexibility” as the pivot of successful marketing. However, there are only 25% of employees who rated their companies’ flexibility on transformation and correspondence for over 8 points out of 10 points. Companies’ lack of flexibility would bring further stress to the marketing officers and make marketing to customers more difficult, eventually causing talent drain to themselves.

According to Scott Rigby, the Head of Digital Transformation for Enterprise Solution at Adobe, 84% of the APAC enterprises are predicting that the speed of change on technology and society would remain unchanged or accelerating. Technologies up-to-date and flexible correspondences would become the key point of the future enterprise development.

4）Cooperation of IT and Marketing

The senior management interviewees are seeing the synchronized pace between marketing teams and IT teams very important to their businesses. 92% of IT team managers in APAC enterprise think their team is cooperating with the marketing team more closely compared to the past. As marketing officers could concentrate on their strategies of customer experiences, IT teams could also put more effort on analyzing and implementing digital transformations for their enterprise, both teams should carry out more cooperation.

5）Acquiring Customers’ Confidence

Customers’ confidence is a very important element for every brand, and personalized experience is one of the strong methods to acquire customers’ confidence. 48% of the APAC enterprise interviewees stated they have not prepared a marketing environment without any third party Cookie. This may affect the enterprise’s creation of personalized customer experience in the future.

According to the report, IT officers are responsible for the security and rightfulness of the business’s data. Enterprises should use primary data, for example using AI to customize browsing experiences, and recommend related products based on customers’ online and offline behaviors. By offering more personalized experiences to customers, businesses could motivate their customers’ willingness to consume, and thus improve the business results.

MAY Planning provides support on digitalization of your business process, suggestion and implementation of IT solutions. Support for solutions to digital trends are also available. Feel free to contact us anytime.

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