BC NA December 2020

DIGITAL STRATEGY
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measurement and optimisation. The
variety of channels is so huge now, and
the ways that customers use them
change so often, that brands have to
be much more diligent about how they
spend. Across all countries measured in
our global consumer sentiment surveys,
consumers revealed that they are turning
to digital and reduced-contact ways
of accessing products and services. In
the UK, 71% of consumers stated that
they had tried a new shopping behaviour,
with 16% stating that they had tried a
new digital shopping method. As these
habits further evolve, granular data
analysis and disciplined marketing-performance
management will be essential
for brands to stay in touch with their customers
and drive MROI.
In addition, we’re seeing corporate
purpose, environmental considerations,
the balance of individual time and all
social topics (such as Black Lives Matter
and diversity) driving the consumer
agenda. As such, there are many potential
areas for getting it wrong. Again, this
is really about developing deep and
meaningful connections with customers
based on a deep understanding of what
they care about, want, and need.
“The human touch
is becoming hugely
important. In response,
digital brands will get
more human and more
personal”
—
Jesko Perrey,
Senior Partner at McKinsey & Company
DECEMBER 2020