The seemingly never-ending events of the past year or so have meant that we’re all dealing with challenges for which we were decidedly unprepared. That’s why authenticity and trustworthiness are increasingly important in terms of ensuring brand loyalty. Consumers need to be able to trust their favourite brands in order to continue wanting to use them.
In the 2020 Edelman Trust Barometer, 53% of respondents said ‘whether you trust the company that owns the brand or brand that makes the product’ is the second most important factor when purchasing a new brand, coming second only to price.
Sometimes being the best in terms of price doesn’t mean you’re the best full stop
The year we ask the audience what it needs
“If the lesson to be learnt from the resurgence of journalism during the pandemic is that people do need journalism only on the condition that journalism proves relevant to their everyday lives, then the best way to meet this demand is to ask people what kind of information they need.”
The pandemic has brought to the forefront the importance of two fundamental assets: our healthcare systems and the access to verified and reliable information.
Research published by Statista shows that 44 percent of people worldwide said they’ve spent more time on social media during the pandemic, 45 percent have spent more time watching TV on broadcast channels, while 67 percent have spent more time following news coverage. On top of that, 2020 has seen a resurgence of trust in news sources, according to the Edelman Trust Barometer.
WHY BRANDS MATTER FOR ECONOMIC REVIVAL
KUALA LUMPUR, 11 December 2020 ( ASIA TODAY ) A crisis triggers brand owners to reorient their marketing efforts, and usually, Advertising and Promotion (A&P) budgets are the first to be slashed. However, contrary to conventional wisdom, brands that have an enhanced presence during a crisis, such as this pandemic, will be the ones to stand out post-recovery.
“In times of crisis, consumers take notice of brands that ’stand by’ them and show that they care. Inadvertently, such brands secure customer confidence and loyalty,” International Advertising Association Malaysia (IAA Malaysia) president John D. Chacko said, adding that this is the case with both multinationals and SMEs.
PHOTO:
Adobe
Customer is king, and the COVID-19 pandemic has forced brands to reevaluate their customer experience initiatives with the goal of creating an exceptional journey for each customer. This article will explore the ways brands are crafting exceptional customer experiences and improving the customer journey through all of their channels.
Itâs All About the Omnichannel Experience
Customers expect a consistent, personalized experience across all of a brandâs channels, including web, social, mobile, kiosk, in-store, text, and email â on any device and platform, according to Holly OâNeill, chief client care executive at Bank of America. Brands must approach each customer via the channel of their preference. âOrganizations that rise to the challenge to provide a seamless experience across all company channels are better positioned to deliver superior customer care,â she emphasized.