New channels come and go. Technology delivers faster speed, efficient scale, and shed loads of new data. But the need to know your customer never changes.
2020 was a wake-up call to many marketers, highlighting how quickly demand and purchase habits can change. The pandemic was, by no means, business as usual, but it did teach an important lesson in being agile. You can’t always predict behaviour, but you can adapt your marketing to respond efficiently.
COVID-19 created rapid short-term fluctuations,where we saw home gym equipment and grocery delivery slots become rare commodities. It also triggered longer-lasting effects. McKinsey & Company reported a drop in brand loyalty as consumers prioritised more flexible and efficient delivery, while online shopping intent increased.
Tracking these types of trends is important. When you take that insight and apply it, it not only leads to improved results, but also provides a rewarding level of creativity for marketers.
In this toolkit, we’ve shared several easily accessible, yet powerful tools and techniques you can adopt to build a better understanding of your customers. Keeping this guide close will help you move from assumed knowledge, to up-to-date understanding.
While the opportunities below will help you identify trends, topics, and behaviours, we’d always recommend following a more robust process when basing strategic marketing decisions on insight. Your business is unique, and Crafted consultants can discuss how we would approach an insight project based on your needs. If you’d like more detail, drop us a line.