Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.
2020 has been a year of disruption, and marketers, like most businesses and consumers, have been on the receiving end. Validity’s “Disruption” report showed that while digital channels like email have generally benefitted, they’ve also had to deal with new challenges. The shift toward working from home, lockdown restrictions, and general fatigue all meant consumer engagement with marketing changed radically.
This year’s DMA Awards showcased a cross-section of marketing programs that responded most effectively to these pandemic-driven changes. The ability to analyse and interpret customer data, and then apply innovative technology to personalise with humanity, was the template for success. Several common themes connected the winners which we’ll explore in more detail: why they are important, winning examples, and how they are