Originally published on Campaign by Natasha Bach.
With the rise of ecommerce, brands should navigate the holidays with personalization and a strong content strategy, according to OMG research.
The pandemic hasn’t just accelerated new consumer behaviors, but cemented them.
In particular, changes in consumer media habits and shopping behaviors are here to stay, according to research from Omnicom Media Group about how the pandemic is shaping consumer attitudes.
“Ecommerce will become preferred because of its convenience and ease,” said Kristen Colonna, chief strategy officer at OMD USA.
Content strategy will also play a key role, Colonna said. Brands should aim to create content that is not just inspiring, but also clickable and shoppable. “Brands need to create content that puts them a click away from conversion,” Colonna said. “What kind of experiences can we create that result in a seamless conversion?”