Online and mobile shopping are likely the primary purchase channels for many brands today. In a recent article in Industry Week, I shared thoughts on why (despite supply chain shortage challenges for certain products over the past year) the focus on e-commerce strategies was strong throughout 2020, is expected to increase through the remainder of 2021, and continue to shift the purchasing landscape moving forward. Economic uncertainties resulting from the COVID-19 pandemic, especially throughout the supply chain, has made supply and demand tracking a difficult task, and in some cases has impacted shipping and delivery times.
Technology functions best when it is working to foster strong customer relationships and make it easier for employees to perform their tasks. Using technology to skillfully build and maintain customer communication and support their needs translates to a healthier business model. When you enrich your client’s experience with your brand, everybody wins – especially your brand.
Is your company taking advantage of digital marketing opportunities available through content-driven resources? If not, now is the time for your marketing team to explore and create a digital strategy that can deliver new leads to your sales team, who can then turn those leads into potential clients. Perhaps you have heard such buzz words as brand awareness, lead generation, social engagement, and retargeting, and may be wondering how they tie together with online marketing and content creation, and more specifically, translate to improved client relations and increased sales.
Moving through 2021 amid COVID-19 vaccine rollouts and a continuation of remote work and schooling structures, the ever-evolving role of technology shapes how our society functions, from entertainment and shopping to education, healthcare, and employment. The rapid pace of technological advancement can be viewed perhaps as a driving force that we seek to adapt to rather than it adapting to us.
In today’s digital world, we have witnessed a sizable shift from traditional brick and mortar purchasing to online browsing and product searching, review scanning, and buying. An estimated three billion packages were expected to ship across the U.S. during the 2020 holiday season - about 800 million more than delivered the year before. While online shopping has been in place for some time and the shift has not exactly occurred overnight, the COVID-19 pandemic has pushed digital behavior even further with more people ordering a greater number of products online, from food, medicine, clothing, and cleaning supplies to furniture, electronics, car parts, and more.
Since the COVID-19 pandemic began, we have seen a spike in phishing attacks, Malspams, and ransomware attacks, resulting in many infected personal computers and phones. Some attackers are using the pandemic as bait to impersonate trusted brands, and businesses and end-users alike are being targeted.