Putting Radical Marketing into Practice Immediately, Keeping Agile and Adaptable

Theodor Purcarea

Holistic Marketing Management Journal, 2020, vol. 10, issue 2, 32-43

Abstract: It’s that time of thinking in non-traditional ways and identifying a sense of direction within the dramatically changed things, going beyond yesterday’s techniques and assumptions, involving the more possible perspectives, revisiting the customer journey map as a response to COVID-19 and building the necessary capabilities to anticipate and delight the savvy customers. Marketers are under pressure to focus their metrics on the quality of CX, and to better understand the identity resolution, the Customer Success function, the retention strategies implemented at a holistic level, the need of powering customer retention and reactivation, continuously adapting to the new normal, being better placed both to provide creative solutions in these times of restarting the economy, and to predict the future, remaining constructive in valorizing both people as the greatest assets, and applying the lessons learned so as to adequately implement the new strategies accordingly, confirming a better understanding of the mega-trends shaping the so-called Second Golden Age of Martech. There is no doubt about marketers’ need to reinvent themselves so as to fit into the “new normal” space, contributing to offensive measures, exploring, reorienting, and normalizing, being creative and proactive, planning for potential futures, ensuring customers’ reliance on valuable brands, resetting guiding values.

Keywords: “New Normal”; CX; Customer Success; Martech; Agile Marketing (search for similar items in EconPapers)
JEL-codes: L86 M31 M37 M38 O33 (search for similar items in EconPapers)
Date: 2020
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