The COVID-19 pandemic has forced almost every business to change how they operate. For CMOs, strategy and communications have needed to pivot in real-time potentially with dramatically reduced budgets, both to keep costs down in uncertain economic conditions and to demonstrate sensitivity to what was going on in their customers’ lives.
In our new world, organizations are looking for ways to improve the customer experience and evolve their marketing programs to be even more digital, targeted, precise, and personalized. Mass campaigns, and even personalized campaigns that group customers by persona or segment, are no longer hitting the mark. And, with cost-consciousness still top of mind, it’s more important than ever to spend budgets wisely, optimizing your marketing approach to target customers with relevant and contextualized offers.
