How did the COVID-19 pandemic change the channels of engagement?

The COVID-19 pandemic forced consumers to change the way they engage with brands. Since the start of the outbreak, more and more consumers have moved their interactions with brands online which respectively exposed certain digital weaknesses and, consequently, lead to consumer dissatisfaction and frustration. 

In the “New Normal”, brands must ask themselves – “Are consumers supposed to reintroduce themselves each time they interact with my brand through different channels? Is the current consumer journey seamless? Can consumers switch between channels without the dreaded re-verification?” All valid questions.

Consumers from different backgrounds and various generations all over the globe are getting quite frustrated with brands’ digital experience as they are running into all sorts of issues. Some consumers are quite happy to digitally self-serve and even praise the speed and convenience of marketing tools such as email, chatbots, web, social media and video. Yet, when their needs are not met 73% of consumers will consider moving on from brands that provide poor digital CX and spend their hard-earned pounds/dollars/euros elsewhere

A recent report by the CMO Council (in collaboration with Precisely) that surveyed over 2,00 consumers spread amongst five generations (Gen Z, Millennials, Gen X, Baby Boomers and Silent Gen) and six countries (the U.S., Canada, UK, Ireland, Australia and New Zealand) sheds some light on how consumers engage with brands over different marketing channels, which channels are on the rise and how different generations prefer to interact and engage with brands.

The Critical Channels of Choice report will cover the following topics – 

1) Digital with a human touch
2) Channels that matter most
3) Frustration leads to brand abandonment
4) Digital fails to meet expectations
5) The human fallback
6) Why email keeps ascending?
7) Tactical texting is not for everyone
8) Not all chatbots are created equal
9) Video: emerging channel to watch
10) Meet the generations
11) Is Gen Z more easygoing?
12) Who is not a people person?
13) Social media slips in discovery
14) Younger generation more willing to share personal data

2020 has been a year of unprecedented change in the lives of brands and the customers they serve. By forcing consumers to turn to digital channels, a lot of brands are facing difficulties. Moreover, their digital transformation has been put to the test. Yet, this Cirtical Channels Of Engagement report will help marketers and businesses rise above the fray and overcome any digital challenges brought about by the COVID-19 pandemic. 

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