Innovating for a new context
Innovating is the only way companies have to successfully face new challenges. It is no easy task, however, and the fear of going down the wrong road creates even more uncertainties for company decision-makers. As regards business sales, Alpenite has identified three macro-trends that indicate the direction brands must move in to ensure successful innovation:
The importance of digital channels. It is not only interactions with customers that have shifted to digital, but also the main business and marketing functions. This is why sales activities must adapt and move towards online channels.
The change in purchasing processes. Many channels that were used before the crisis have closed, or have witnessed enormous changes. Just think of trade fairs, conventions and events in general that are no longer permitted today, but which have found a new lease of life in the digital sphere.
Need to prioritise marketing actions. Today’s investments in marketing must be carefully targeted and functional to results. Companies must analyse the data collected during this period, and define the most important leads to focus marketing activities on.