Merkle：COVID-19期间消费者参与报告（英文版）(19页).pdf

1、CUSTOMER ENGAGEMENT REPORT COVID-19 SPECIAL EDITION COVID-19 EDITION2 | CUSTOMER ENGAGEMENT REPORT TABLE OF CONTENTS COVID-19 SPECIAL EDITION 3 EXECUTIVE SUMMARY 4 INSIGHTS 5 MARKETERS REPORT INCREASED INVESTMENT IN LASTING INNOVATIONS 9 DISRUPTION HIGHLIGHTS INEFFICIENCIES BUT ALLOWS PREP FOR FUTUR

2、E 13 MARKETERS CUT WASTE AND ACCELERATE ADDRESSABLE CUSTOMER-CENTRIC PROJECTS 17 SUMMARIZING COVID-19S IMPACT ON CUSTOMER MARKETING AND THE “NEW NORMAL” 18 METHODOLOGY COVID-19 EDITION3 | CUSTOMER ENGAGEMENT REPORT Its no surprise that the COVID-19 outbreak has caused great disruption for brands ove

3、r the past few months. New government guidelines and consumer spending needs have forced organizations to innovate in order to thrive during this time. To find new customers and keep current customers loyal, weve seen brands adopt inventive approaches, such as offering new services (such as curb-sid

4、e pick-up or online ordering) and changing the way they interact with their customers (channels, content, messaging, etc.). As a marketing and technology services partner, Merkle has been helping brands innovate to thrive during these uncertain times. With that, we are interrupting our quarterly pub

5、lishing schedule to present a COVID-19 edition of the Customer Engagement Report to reveal how marketers have been impacted and how they are pivoting to succeed during this time. We hope this information will help our clients make better-informed business decisions as they identify their “new normal

6、.” In the following pages, we uncover that customer centricity is a common goal among marketers during COVID-19. While the pandemic fundamentally changed the way people live and work, marketers continue to invest in new ways to better serve their customers. A majority of marketers (52 percent) repor