Covid-19 has changed the economy dramatically over the past two years, now businesses must adapt to survive a post-pandemic future in 2022. 

This is the time to be prepared.

As the global economy is preparing for a positive post-pandemic future in 2022, businesses need to adapt to the new norm to survive and thrive.

Here are ten changes you need to prepare for now.

1. Have a purpose

Companies no longer begin simply to make profits. Top brands are successful because they have a clear purpose. According to Deloitte’s 2022 Global Marketing Trends, having a purpose has changed from “aspiration to strategic priority.”

Brands growing at a rate of 10% or above are turning purpose into action in a more comprehensive manner than those growing at slower rates. Consider why you are doing what you are doing. For example, many startup founders have a big idea or a problem they set out to solve. This is your purpose.

2. Understand your customers

The most successful brands understand that their customers are the most important when making decisions.

To be able to reach customers efficiently and cost-effectively, businesses need to understand their customer segments. Only a few companies have one type of customer who they can talk to in their marketing. Clarifying customer personas and dividing them into clear segments allows your business to target each segment specifically. This should usually be done when creating your marketing plan as well.

3. Increased customer expectations

Consumers expect a seamless experience from your business as soon as they choose to connect with you. Now more than ever, there is pressure for a great customer experience.

Creating these experiences can only happen if you use the power of technology and data. Both will help you create a personalized and relevant customer experience when existing and prospective customers interact with you.

4. Customer journey’s are key

Businesses may still talk about marketing strategies but they are really trying to understand customer journeys.

This pure view of the business means thinking about all of the interactions customers have had with you. When searching for information on your website, making a purchase, and after-sale service - all are crucial parts of the customer journey.

Customers having a bad experience with one step in their customer journey are less likely to become repeat customers or recommend your business.

5. Marketing is king

The pandemic has touted marketing as the heart of everything your company does. To secure the organization’s growth and success, marketing needs to be firmly at the center of your growth strategy.

Over the past two years, most organizations integrated marketing at the senior leadership level. Forward-thinking businesses now have the opportunity to ensure marketing remains at the heart of the company to ensure its growth.

6. Utilize technology

If your business isn’t embracing digital technology, now is the time. Utilizing technology allows you to understand all parts of your customer journey. It will also enable you to create personalized experiences for your customers.

Rather than de-humanizing your interaction with your customers, digital tools allow you to make interactions more personal. Depending on your product or service, you may even be able to deliver personalized products.

7. Social media use is key

Social media is one of, if not the fastest-growing field of eCommerce. If your business relies on online sales, getting serious about social-media platforms needs to be at the top of your list for 2022.

While eCommerce sales reached nearly $27 billion in 2020, they are projected to grow exponentially by 2025. By then, consumers will spend nearly $80 billion, which exceeds 5% of all U.S.-based retail eCommerce sales.

8. Have multiple ways of communication

How are your customers able to contact you? We suggest using chatbots, contact emails, and a phone-based contact center.

Your customers expect the same high level of service from all those channels. All of them are equally important. Delivering a bad experience on the phone does not just reflect on your team answering calls, It will also impact the customer’s opinion of the entire business.

According to Adobe’s Total Economic Impact study of the Adobe Experience Cloud, a multichannel strategy can deliver 10% annual growth, 10% increased average order value, and a 25% increase in closed sales. No business can afford to miss out on that.

9. Make navigation easy

More than 50% of internet traffic comes from mobile devices. This number continues to grow year after year while desktop use continues to decline. 

As a customer-centric company, you need to focus on delivering a mobile experience that is at least as good as your desktop-based website. Simple navigation, clear site-search options, and quick load times are key elements of successful mobile sites.

10. B2B becomes B2C

B2B environments are not immune to these changes.

B2B buyers are now largely part of the computer-savvy millennial generation. They no longer expect to do business at trade shows and through product trials. Instead, they are looking for their counterparts to implement digital solutions.

To adapt to this changing market, B2B companies need to focus on creating B2C-like experiences for their customers. When you are interacting with a B2B buyer, never forget that you are effectively interacting with another person rather than a faceless organization.

To grow in 2022, your organization must focus all of its efforts on building an enjoyable, customer-centric experience. This experience needs to be seamless across all touchpoints and marketing channels. It becomes even more powerful with a clearly defined purpose at its core.

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