2021 Forecast – Serving New Customer Needs
2021 is a year where marketers are being called to serve.
In essence, don’t ask what customers can do for you to meet your business goals; rather, ask what you can do for your customers. Frankly, it should always start from this vantage point, but it often doesn’t. So, take Seth Godin’s recent advice, start with: “Who’s it for and what’s it for?
When answering, “What’s it for?,” consider the positive value you can create to be relevant today. Factor in current consumer needs and mindsets, the new societal environment in which your brand is operating, and how you can help consumers live the new good life. How can you help them find joy during these difficult times? How can you help them learn new norms and habits? How do your products and services fit into their new value equation? Consider how they are shopping today and the conveniences they seek. Are you creating a frictionless omni-commerce experience?
Also account for externalities.
Consumers want to do the right thing for the world; can you help them do so? How can you produce a product in a way that makes consumers and shoppers feel good about buying it? On the flip side, are you ensuring there aren’t harmful downstream outcomes and effluent created do to your product’s use?
When it comes to marketing, lead with wanting to provide value and build inclusivity.
Sure, you need to meet marketing objectives such as building brand awareness, but while doing so consider how you can add value for your consumer. Moreover, demonstrate to them that inclusivity matters by building inclusive teams and communicating in a way that is respectful and representative of us all.
The Marketing Forecast:
Marketers are being called to be responsible and to look beyond just delivering immediate business objectives and instead be highly consumer focused to meet broader consumer and societal needs, leading with a spirit of service.
Why It Matters:
When it comes down to it, the Marketing function is responsible for helping to drive business growth. How do you do that? By serving your customer and by delivering value. Marketers represent the voice of the customer and must champion their needs for the benefit of the organization and the customers they serve.
What You Should Do:
Bring the customer voice into every conversation
Cultivate holistic thinkers and experience designers to be the guardians of externalities
Build “good” products that allow consumers to do the right thing
Design inclusivity into product innovation and marketing executions
The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
We do work in Business Strategy, Brand Strategy, Portfolio Strategy, Brand & Product Positioning, Brand Architecture, Marketing Strategy, Content Strategy, Innovation Strategy & Process, Consumer Insights, and Trend Studies.
We also lead workshops and facilitate strategy and business planning sessions, provide advisory services, and offer Executive Coaching.