• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Let's talk omni at Shoptalk!
    Learn how our omnichannel platform can help you build a winning strategy
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

[WATCH] Reinvent Your Marketing Strategy for the Next Normal

Skai™

March  17, 2021

WATCH THE WEBINAR RECORDING

With the end of the COVID-19 crisis [hopefully] in sight, it’s time for marketers to look ahead and plan for the future. Certainly, the pandemic has changed consumer behavior, but which of those behaviors will persist beyond the crisis?

According to research by Forrester, after the pandemic:

  • 50% of consumers say that they will avoid crowds more
  • 43% plan to spend less time in physical stores
  • 45% report that they will spend more time at home

Consumers aren’t the only ones changing. Marketers have pulled back or deferred spending, changed channel budget allocation strategies, and are quickly adapting to market fluctuations.

All of these changes signal a critical time for most brands and marketers to reassess their approaches in order to better align to what is fast becoming the new normal. 

Reinventing your marketing foundation

Hosted by Forrester VP & Principal Analyst, Shar Vanboskirk, and Skaithe new normal CMO, Margo Kahnrose, the recent AdWeek webinar, Reinvent Your Marketing Strategy for the Next Normal: It’s Time to Think Beyond Promotion, discusses how marketers should consider changing in order to adapt to the reality of the post-pandemic market. 

After presenting research about how consumer and marketer behavior has changed, Vanboskirk shared a model for marketers on how to transform. Forrester’s Future Fit framework is a “formula for what characteristics your business needs in order to thrive” in a post-pandemic world.

the new normal

Adaptive. The ability to reconfigure your core business concepts to accommodate a different set of circumstances and using existing capabilities in new ways. It might be out-of-the-box ideas such as to lower the scope (and thus production costs) of creative assets or even innovating around product, price, and promotion. One brand example shared was that of a mattress who has started producing seat cushions to service the sizable, at-home workforce. 

Creative. This isn’t the same as marketing creative, but rather creatively infusing emotion into the customer experience. For example, right now it’s important for brands and marketers to better understand the financial and health situation of a household in a pandemic to drive empathy. Goodyear was presented as an example of a brand that now offers a “we come to you” service as a way to help consumers avoid exposure to other people versus the traditional visit and wait at a tire shop. 

Resilient. Delivering on your brand promise no matter the circumstances. This is best accomplished with an agile foundation of your marketing processes in order to accommodate changing circumstances. The pandemic is a severe example of how things can change quickly, but this is probably not going to be the only curveball that business will have to face. Having a flexible foundation will ensure that your company can make it through all bumps in the road.

Vanboskirk offered various key factors companies should consider to become more agile, so that they can succeed in the new normal post-pandemic, but also for what is lining up to be an incredibly competitive market. One of those recommendations is for brands to embrace diversity of thinking to help them innovate and find new ideas. 

Marketers: 2021 is the year for transformation

While Vanboskirk addressed the evolving market and how businesses should adapt, Kahnrose’s presentation was focused on how marketers need to realign to the future of business. The pandemic has been incredibly disruptive for all sectors, not just the advertising industry, but there is a “perfect storm” of big issues facing marketers this year. On top of COVID-19, the meteoric rise of ecommerce, the increased limitations on data tracking, an intense socio-political charged environment, and other forces at work are shaping up 2021 to be a year for marketers to rethink everything.

Kahnrose explained that Skai’s successful pivots during our 15+ years as a leader in marketing technology demonstrates how we have innovated throughout our history, delivering the technology foundation marketers needed at each era of digital advertising. Part of our job is to look ahead and see what’s coming in order to build the feature set that our clients will need in the future.

the new normal

Based on our vision of what we think is coming next, last year, we acquired an AI-driven market intelligence platform, Signals Analytics, to meet the emerging needs of CMOs to not just execute media plans flawlessly, but to up-level their value to their organizations and help drive go-to-market strategies beyond traditional marketing channels. 

Where marketers need to refocus priorities

Kahnrose offered several areas where CMOs should focus their efforts in order to be able to realign their approaches to the “new normal”.

Focus Area #1 – Building the opt-in list

With new limitations on user tracking and targeting, brands must build solid first-party relationships with customers so they can serve highly relevant, personal advertising in the future. Brands without direct access with consumers are going to be left behind by savvy competitors that have put in the hard work and time it takes to build an opt-in list at scale.

But to gain the opt-in, you have to earn it! You must provide value in the exchange—the marketing touchpoint—in order to earn permission. This means being more engaging, more entertaining and part of the culture with creativity in how you blur the lines between paid, owned and earned media in order to create buzz and drive sales

Focus Area #2 – Connecting with consumers via purpose

And another way to make deeper, welcomed customer connections is to supersede the transactional and connect purpose to the product, which more and more customers seem to want from brands. To be successful, brands need to understand consumer sentiment and how they think and feel about their brand. Many of this information is outside the walls of most companies, so they have to look to external data sources in order to gain this understanding.

the new normal

Focus Area #3 – Reaching consumers correctly requires data

To build a meaningful, fruitful relationship with the fully connected customer requires marketing that is fully informed, high momentum, and most importantly—sticks the landing in a minefield socio-political-economic landscape.

To do this, Kahnrose says you need to make sure you have three core aspects to your go-to-market function:

Connected data. Not only marketing analytics or other internal sources, but also comprehensive, relevant external sources you may not be used to leveraging frequently. This has to also include AI-assisted technology such as advanced natural language processing and unstructured data handling in order to extract the most value our of these signals—it’s not a “nice to have”, it’s an absolute requirement in order benefit at all from connected data.

Connected commerce. A comprehensive approach to all shoppable media and channels, across publishers. Consumers can now discover and buy things from wherever they are, which means not just ecommerce websites but also on search engines and within social media apps. To maximize sales, you must maximize all of the key channels where sales can occur. 

Connected measurement. An approach to understanding the performance of your various ad channels that’s connected to their day-to-day activity, and marries what you still know about your customers in a post-cookie world with the gaps filled in where you don’t. Without connected measurement in place, marketers won’t know what’s working and what’s not and be unable to take implement data-driven optimization to improve ad performance.

the new normal

For more information, watch the AdWeek webinar

Prioritizing media and promotions won’t be enough to succeed in 2021 since the pandemic has introduced new customer priorities and market dynamics. To win, serve and retain customers in the new normal, marketers must reinvent their companies’ strategies.

Are you equipped with the right tech stack, data access, data intelligence and business skills to be able to reinvent your business for the future?

Learn more about how to realign your priorities around the new, connected consumer with Skai as the foundation for your future proofed marketing practice. 

the new normal

WATCH THE WEBINAR RECORDING

Related Posts

  • Monthly Paid Media Spend Snapshot – May 2021
    Read More
  • Monthly Paid Media Spend Snapshot – April 2021
    Read More
  • Monthly Paid Media Spend Snapshot – September 2021
    Read More
  • Monthly Paid Media Spend Snapshot – August 2021
    Read More
  • Monthly Paid Media Spend Snapshot – October 2021
    Read More
  • One smartphone displaying ads for Cottonelle Fresh Care wipes in the search bar on Google, with buy on Amazon at the bottom of the search result; the second smartphone displaying the same product on Amazon to purchase.
    Amazon Attribution is the Key to Using Search & Social to Supercharge Amazon Sales
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Apps, Audience, Create, Data, Data & Insights, Ecommerce, Incrementality, Local, Measure, Optimize, Plan, Research, Retail Media, Search, Social, Target, xTLx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint