Recently, I had the opportunity to sit down with Amy Protexter, Senior Vice President, North America Marketing at Insight, and discuss the Marketing judi online landscape in our current reality. In our conversation, Amy unearthed many unique challenges that marketers face as we ease into a changed world, and highlighted areas of opportunity that we can embrace.
Q: How has Marketing changed because of the COVID-19 global pandemic? And what will marketing look like once the crisis has passed?
A: I think of the changes within two categories. First, we experienced changes internally through our people and processes, and second, the transformation of our client experience.
Regarding our people, I have been surprised and delighted at how our teams adapted to a remote environment. When the pandemic first hit, and things were locking down, there was a kick of adrenaline from the team – a sense of urgency – resulting in heightened productivity and creativity.
We had always talked about trying to be more “agile,” but we saw the team switch into a truly Agile methodology – in real-time. The question our teams asked was: How do we move the ball down the field?
Each week, the team rallied around a different “sprint” based on prioritization in the business. Instead of managing projects from a long-term perspective, we brought several different disciplines together to create a campaign or stand up a motion in short sprint-style projects, to execute and optimize within a week. And while the world was changing, we anticipated that our audience interactions would transform as well.
From a client experience perspective, we noticed a couple of really big shifts. As customers developed an appetite to purchase online, our e-commerce business spiked exponentially. Not only did we see a huge uptick in inbound volume, but also an increased number of customers using alternative channels to reach us. This was evidenced by a 100% increase in our chat volume, almost a 100% increase in our call volume, and web form fills.