Marketing tends towards complexity and fragmentation – for better and for worse. New technologies, an explosion of data, a proliferation of channels all mean there are more opportunities than ever before. However, this all adds confusion, cost and complexity.
COVID-19 has accelerated a lot of this by adding pressure to otherwise relatively stable consumer behaviours and buying patterns. People change less dramatically than we like to think. However, COVID-19 has been a forced experiment in behaviour change, driving the trial of new channels, the switching of brands and the disrupting of routines. Consumers have been finding and trying new brands...