The global pandemic has disrupted Niger Email List of activity. A turning point highlighted by the Forrester firm, which regularly produces market studies on the impact of technologies in the business world. By 2021, 3 major trends emerge:the consumer-centered approach , taking into account new consumption patterns and brand values that are increasingly important. the independence of the employee in the organization of the company , with new ways of working, the massive use of cloud services and the adaptability of companies. security, at the center of attention , with the rise in bank fraud, risk management and the securing of personal data.
The Covid-19 crisis has changed the way people consume. In 2021, Forrester predicts that consumers will support brands that promote strong values on themes such as the environment, local consumption and gender equality, while ensuring a fair price for their products and / or services. The research firm cites Lidl and Intermarché as examples of companies that manage to differentiate themselves through the effective combination of price and values.To successfully adapt, businesses will need to determine consumer needs and list priorities in terms of consumer experience, marketing content, and product strategy.In 2021, marketing managers will have to put the customer at the heart of all strategies and decision-making. They will need to focus on acquiring loyal customers who want to engage with the brand.If current spending is already focused on loyalty means such as emails or customer service, this budget should increase by 30% in 2021, with the same aim of building customer loyalty and retention.
Loyalty-oriented marketing spending
This year, consumers were forced to use digital channels for their purchases, which favored companies whose digital strategy was already well in place, such as ASOS, Monzo or Zalando, for example. In 2021, companies already offering a simplified and adaptable purchasing process according to consumer behavior will clearly stand out from their competitors. Forrester predicts that digital leaders will experience double-digit growth in 2021.Next year, 30% of companies will continue to increase their spending on cloud, security, network and mobility. These will adopt the principle of “cloud first” and platform strategies to aim for better adaptability.In terms of organization, this will translate into greater collaboration between teams within the company with shared objectives, budgets and tools. Managers will focus on the employee experience (EX) in order to attract and retain talents who represent a clear competitive advantage.
Covid-19 has changed organizational methods: in 2021, more than a third of office workers will work mainly from home, compared to 4% in 2019. In addition, 52% of employees say they want to telecommute more often, even after the pandemic.The law is also evolving in this direction, for example in Germany, where the Minister of Labor has submitted a bill aimed at proposing a right for home work.The pandemic is also an opportunity for fraudsters and hackers: in the United Kingdom, there is an increase in fraud of more than 33% on all financial products. The year 2021 should reveal a large number of fraudulent loans granted in support of the health crisis. A large number of fines should be distributed equally, because many companies have gone digital without taking into account the GDPR, thus causing an infringement of the data protection of Internet users.
Customer experience, a major asset
In 2021, insurance companies will carry out more in-depth analyzes of business investments in order to identify potential debt leaks and thus control the cost of the various claims that may be declared.The European Parliament should draft new rules regarding the use of Artificial Intelligence (AI) and define clear legislation. A framework that will force foreign companies working with Europe to find an ethical approach to AI. The year 2021 should also see the entry into force (or not) of the ePrivacy regulation.More than a third of B2B players who buy from suppliers say that digital engagement channels such as seller websites have become a more important factor in their buying behavior. 40% also indicate that human or analog engagement now matters less.In 2021, chatbots as well as virtual assistants should be more exploited, with the aim of offering a personalized guided experience. Over a third of B2B buyers are expected to rank chatbots in the top 10 engagement channels used in their buying journey.
To engage more prospects, B2B sellers will invest in AI and automation: this is the case for 57% of B2B leaders. In particular, they should acquire sales tools that automatically capture data and manage customer relationships. This saves time that will allow B2B players to devote more time to the significant actions to be implemented to promote interactions with buyers. By 2021, over 60% of B2B sellers will use AI and automation. With the GAIA-X initiative, which aims to compete with industry giants such as Amazon, Microsoft or Google in Europe, France and Germany could see new trends emerging. However, it is not for now: in 2021, customers using non-European cloud services and who are satisfied with the protection of their data should not switch providers.
