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The Covid-19 pandemic has forced many businesses to accelerate digital transformations. Some will have facilitated remote working almost overnight when the UK lockdown was announced in mid-March. Consumers have increasingly moved online in the time since, compelling marketers to rethink their strategies even while aspects of normal life return.
Despite many looking to cut budgets, it’s expected the allocation of spend to digital channels will increase. Around 85% of UK-based marketers have seen a faster adoption of digital services since the pandemic began, with many habits expected to stick as people’s preferences evolve.
Could this spell the end of traditional marketing as we know it? Or does a combination of online and offline methods offer the best foundations for long-term business success?
The dawn of the digital age
The pandemic has only confirmed a shift that began with the invention of the internet. Tasks such as communication, research and shopping moved first to computers and then to our smartphones, while social media has created an entirely new facet to everyday life. Today, nearly 60% of the world’s inhabitants are online.
While many traditional industries have fallen away, businesses have had to embrace technology or risk being left …
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