The impact of Covid-19 forced companies to look for new ways to offer their products and/or services and to stay close to their customers and potential customers. With the technological tools they found a novel way of doing digital marketing and thanks to disruptive trends such as omnichannel, m commerce and data security have managed to assertively reach the consumer.
Disruptive trends that led transformed the marketing digital
According to data from Human Connections Media, 87 percent of customers believe that companies should offer an integrated service model with all the channels at their fingertips. In that sense, the 21st century consumer wants the freedom to search, buy and pay for their products and services through multiple channels.
The concept of omnichannel as the first trend it refers to the ability of brands to satisfy these needs through technology, prioritizing that the customer has a unique experience regardless of whether the point of contact is physical or digital.
For Héctor Pérez, Country Manager of GoDaddy Mexico, the integration of physical and digital channels makes it possible to attend to the “consumption habits, preferences and possibilities of consumers at the time they want it.”
The second trend is mobile commerce or m-commerce, SalesForce data indicates that 6 out of 10 e-commerce visitors come through mobile devices, and as if that were not enough, 71 percent use their mobile to compare opinions, which end up influencing their purchase decision.
According to the Country Manager of GoDaddy Mexico, the m commerce continues to grow and is specializing:
“It is no longer just the new generations that browse the internet or buy through a smartphone or tablet, but even older adults have entered this dynamic with increasing confidence and skill.”
Security is the third disruptive trend Web and it is that the growing dependence on technology and the increase in cyberattacks has forced organizations to increase cybersecurity and users to become aware of the risks.
Camel Secure -Chilean startup- assures that the fastest growing cybercrime in recent years is data kidnapping and the most vulnerable sector are small and medium-sized enterprises (SMEs) that are beginning to migrate to digitalization.
“According to Google, people are taking more measures than ever to protect their privacy online, and 73 percent say they use Internet services that promise high data protection”, says the Country Manager of GoDaddy Mexico.