Disruption had taken on a valued, technology-enabled and opportunity-laden meaning in the past decade. However, 2020 has found a way for the word to reclaim its core essence. The fundamentals of individual and collective lives have been shaken with industries and organizations re-imaging the foundations of their structures. From a marketing perspective brands have a pressing need to view consumer journeys through a different lens. More than ever the past six months has seen consumer behavior radically shift online. Yes, economies are gradually re-opening and return-to-work policies are rolling out but the impact on our relationship with brands online is more multi-faceted, ingrained and complex than before the pandemic’s onset.
In this context, disruption brings with it opportunity. Digital transformation has long been considered vital to the fourth industrial revolution and for many marketers’ discussions, have for many years, focused on how consumer journeys have transformed from linear transactions to multi-moment experiences online. The impact of the pandemic fast-tracked the transition to a truly holistic world.
And while Digital Marketing Transformation (DMT) has long been on the radar of many CPG organizations, COVID has simply shifted the narrative from a question of ‘if’ to a question of ‘when’.
That ‘when’ is now.
Case Study by Rasha Rteil, Regional Director, MCN MEDIABRANDS MENAT