The latest WebEngage Trends Report – Customer Engagement Report, states that in the eCommerce industry, 90.65 percent of all communication messages were sent via mobile payments and web push notifications, and there were a 42 percent increase in channel engagement in the period July to September 2020. Brands have responded to the pandemic by adapting to a consumer-centric strategy to maintain user interest.
The report further takes a closer look at 2020 consumer and business trends across nine industries and seven channels. The changes in 2020 turned things around for brands and led them to adopt a digital engagement strategy first from 2021 onwards.
The OTT space has seen an increase in demand. Netflix reported 16 million new subscribers within a month after the shutdown. Brands have started posting self-made videos, educational technology companies consistently post effective content, and the online gaming industry has created targeted educational videos to attract users. The World Travel and Tourism Council announced a revenue loss of $ 2.1 trillion. An estimated 35% of the fashion industry’s retail revenue required action. The loss of 63.4 million hospitality jobs in the Asia Pacific region reflected the need to think, adapt, and explore new revenue streams to stay afloat.
The pandemic has triggered a paradigm shift, leading to a massive increase in the adoption of digital solutions. In July 2020, the average share of digital customer interactions was 58% globally, up from 36% in December 2019. The share of digital products and services was 55% in July 2020 compared to 35 % in December 2019, a notable increase of 20%. in 6 months.
How will this influence the future of digital marketing and advertising?
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Market volatility in April, May and June led to a decline in overall business, as evidenced by brand efforts (message volumes) and user response (engagement volumes). In the July, August and September quarters, marketers understand and adapt to the new standard to grow their business. The period from October to November and December can be called a recovery period for almost the entire consumer market in which user engagement efforts witnessed a massive revival.
In educational technology, 35.75% of all communication messages consist of emails and email usage and on-site notifications increased by 21% and 71%. Within healthcare, 89.10% of all communication messages were sent via mobile push notifications and web notifications, and there was a 157% increase in SMS at the end of 2020.
76.34% of all communication messages were sent via mobile push notifications and web notifications in the media and entertainment industry, and there was a 5.9-fold increase in in-app notifications from JFM to OND, 2020. For the travel and hospitality industry, 91.10% of all communications were sent communication messages via mobile and web push notifications, and there was a 91% drop in user engagement and a drop of 60% in the participation of the site. In financial services, 80.64% of all communication messages were sent via mobile push notifications and web notifications, and there was a 97% increase in SMS adoption volume between April and June 2020
86 percent of Indian shoppers believe that retailers need to improve by providing the products, services and experience they want from online shopping …
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With the onset of the pandemic, businesses struggled to navigate a disrupted supply chain crisis and a decline in consumer spending. However, it also resulted in 71% of customers spending more time online than before. This has led companies to adopt digital solutions to ensure continued user engagement.
The company innovates for local contexts and doubles digitization …
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