Customer lifecycle management marketing company Zeta shares insights on the shifts in spending to digital and how marketers should approach the strategy process to adapt with this transition.
The eclipse of analog marketing has been thought inevitable for years. As new digital platforms and tactics have proliferated across the marketing ecosystem. In some ways, however, this sea change has been slow to arrive. Even as digital platforms and channels became ascendant across some parts of the marketing ecosystem, analog platforms more than kept pace in long-established sectors. But now, in the wake of a pandemic that’s hindered and often shuttered physical commerce across the globe, the long foretold shift to digital has accelerated the process.
With consumers forced to remain indoors, consumers are glued to their screens and marketers have been experiencing a massive spike in digital spending, coupled with a steep decline in analog spending. So now the question remains- As digital takes the reins from analog, how can marketers adopt long-term strategies that enable them to target — and retain — the massive influx of digital customers they’re seeing?
The new report by customer lifecycle management marketing company Zeta aims to share some insights into this.
An analog spending collapse is already underway — as is a digital surge
Executives recognized that media trends are shifting rapidly, and are racing to reach consumers where they’re active.
Cookie restrictions and regulations create obstacles to digital expansion
On the path to digital expansion, the failure to reach unique IDs looms large
User ID struggles impact personalization, attribution and customer experience