Understanding the landscape of the digital market and changing consumer behavior, it is possible to identify opportunities to seek better results
The Covid-19 pandemic changed lives, routines and caused one of the biggest crises in history, both for individuals and companies. And when we talk about the digital market, there are still doubts. After all, what were the biggest changes ? What will be the next steps ?
The issues above are well thought out considering, mainly, factors such as dynamism and the unpredictability of such a globalized world , in which something that happens in one part of the planet can affect it as a whole. In this context, communication has never been so fundamental, especially after the home office has established itself as a working method in most companies.
The plans were formerly performed less often, become a maximum bimonthly, monthly or even weekly . That’s because they started to consider the constant search for flexibility and adaptability to changes in the digital market and customer behavior patterns.
And before telling you the trends in the digital market, let’s explain the main findings and insights into the transformations arising from the impacts of the pandemic .
The impacts of the pandemic on the digital market
During the pandemic, the digital market had its commercial transactions maintained, thanks to virtual sales channels. According to data from the Compre&Confie movement , more than 20 million new consumers bought online for the first time in the country , a major milestone for e-commerce.
This growth was already something that had been happening even before the pandemic. However, with these events, this spread even more and maintained the continuity of the economic cycle.
In Salesforce’s State of Commerce survey , 1,400 business leaders from North America, Latin America, Asia-Pacific, Japan and Europe were interviewed, finding that online shopping grew 200% between March 2019 and March 2020 .
This growth will not stop, which is why organizations must be prepared to serve these new customers in the digital environment. This becomes a necessity, not a choice. If there is no preparation, it is essential to make technological investments in order not to be left behind in such a competitive market.
Companies that were prepared to go through a crisis, if they didn’t have the technology in their favor, had built their emergency financial reserve. Thus, the pandemic turned out to be the best opportunity for them to invest in this field, to continue to prosper in retail and maintain their relationship with consumers.
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Changes in consumer behavior
With the pandemic, people’s daily lives changed completely . Even those who did not intend to acquire new customs ended up adapting to reality. We started to see our parents and grandparents through video calls, make financial transactions online and shop in online stores of their favorite brands.
The security became a significant factor for all who have become hyper , savvy and at the same time, hold dear for a quality of life that is in favor of health.
To complement the routine changes, we cannot forget the increase in the amount of lives , online events, video call meetings and links that constantly appear in text messages , requiring discipline for the person to organize with time and reconcile in the attention to friends, family, social networks and even your own entertainment.
For companies, in this “new normal” consumer attention is an increasing challenge . In the post-pandemic, we have to seek to attract consumers with simple clicks, interactions or looks in an increasingly competitive market.
Faced with so much information and interaction options available on the internet, impatience, selectivity and demand are factors that are more present in consumers . They can easily discard a brand to choose another that meets their needs more quickly or has some attractive differential.
We can see this situation in a negative way, in which customers become unfaithful in their relationships with brands. However, this means opportunities to look for insights and action ideas for companies to capture and prospect people who are looking for something more and willing to pay more for a product or service, generating new loyalty and increased profit.
6 trends for the post-pandemic digital market
By understanding the landscape of the digital market and changing consumer behavior, it is possible to identify insights and opportunities that are trends for companies to invest in technology and seek better results.
It’s time to check out the main ones:
1. Increased online consumption
Even before the pandemic, many people were already using the digital market. The ease of purchasing products without having to leave the house, in the palm of your hand and in a matter of minutes, already attracted consumers.
During the pandemic, this custom had a considerable increase. Thus, many entrepreneurs began to invest in platforms to boost their number of sales and ensure better business results in a competitive market.
2. Development of online service
With the increase in online consumption, companies started to invest in artificial intelligence for online service. Examples: chatbots , URA bots and robotic process automation (RPA).
All this technology allows the understanding of texts, images, customer documents, in addition to the ability to register, issue invoices or even understand the voice of users, making a triage service.
3. Consultancy for digital transformation
Companies that do not have technology and are not adapted to the online market will invest in this field . In many cases, they may resort to hiring a company specializing in digital transformation to provide advice as a smart alternative.
4. CS and UX at the heart of the digital market
Two other important points in this process are the Customer Success (Customer Success) and User Experience ( User Experience ), especially considering the increased interactions online platforms and service .
Therefore, the tool that your company will use to interact with customers must be prepared to offer the most pleasant and satisfying experience possible, being designed with good UX and usability practices in mind, in order to ensure the best results.
To better understand this theme, check out the post developed by Digital House , one of the main schools of digital skills development in Latin America: “UX and usability: understand their relationship and what are the 6 goals to apply in a development” .
5. Digital Marketing
With the increase in consumption and online interaction, Digital Marketing strategies will be essential to make customers buy, through their websites and applications, and ensure the best results for companies.
According to information from a survey conducted by Kantar with more than 25 thousand people interviewed, social networks have had a 40% increase in use since the beginning of the pandemic . This number, by itself, already shows the importance of investing in an organization’s Digital Marketing.
6. Humanization and the culture of empathy
The pandemic has shown the importance of adaptability, humility and confidence to remain firm in the digital market . In unpredictable situations, it is necessary to understand that, depending on the cases, it is necessary to change, deconstruct an idea and be open to new changes, both in processes and in the team.
With technology and the Digital Age, we can shorten the relationship distance between brands and customers, in addition to the possibility of using different virtual channels to communicate. In this context, empathy , humanization for issues such as diversity, inclusion, among others, are essential and differential in the digital market.
This is because it is necessary to build customer trust with a brand and, for this, companies must express their purposes in the best way possible. Thus, you must use the tone of voice and language appropriate to your target audience , showing the difference they can make in each one’s life.
This culture is a strategic marketing trend for a company to be well positioned in such complex times and constant changes.