A convergence of forces is causing seismic changes to the marketing landscape for many brands. As established norms become ineffective, marketers will have to be creative and nimble. Competing on convenience alone is unsustainable. Brands need to differentiate on experience, including making promotions safe, secure and seamless for customers.
"Incisiv's 2022 State of the Industry: Performance Marketing" presents key findings and analysis from a study of 250+ retail business and marketing executives where we assessed the current state of performance marketing in omnichannel retail and explored how it can drive a greater flywheel of business outcomes.
Here’s a preview of the report. The full report is available for free download via the form below.
As consumers continue to reshape their expectations,
enterprises must contend with a uniquely challenging landscape.
The consumer technology landscape is forever changing.
From Pinterest to TikTok, WeChat to Instagram, new experiences can rapidly gain consumer adoption and relevance.
From augmented reality to voice, smartwatches to chatbots, consumers are constantly embracing new interaction paradigms.
Commoditized convenience is eroding loyalty and margin.
Consumers expect convenience. If you can't deliver it, they'll go elsewhere - e.g. next day shipping becoming the new standard.
Walmart will reportedly lose USD 1 billion on eCommerce revenue of USD 21 billion this year as it faces challenges in its bid to complete against Amazon – from trouble integrating its DNVB acquisitions to impact on margin from its next-day delivery operations.
Consumers value experiences that are curated to fit their lives better.
They want to engage, be served, and transact at their time, their pace, their place. They have little patience, infinite choice and the freedom to swipe left at the slightest hint of friction.