“In the travel industry, priorities are changing faster and more frequently than ever,” says Giorgio Ascolese, CEO of WAM Global. “Finding the balance between caring for the brand, strengthening the experience and increasing customer engagement in an unpredictable environment is the big challenge.”
Moving on to the retail sector , which has also suffered the consequences : major brands such as Nike, Zara, H&M and Marks & Spencer have suspended their activity in Russia. The difficulties in obtaining raw materials (due to sanctions and import limits) have triggered a chain reaction that affects, for example, the manufacture of polyester and nylon fabrics, which require oil. And all this without taking into account the cancellations of international orders in Ukraine and Russia, which in March alone amounted to 200 million dollars.
Many sectors were forced to reinvent themselves given the current situation. B2B businesses in the food sector made the leap to B2C and went from catering suppliers to promoting direct sales to end ukraine phone number data customers, investing a large amount of resources in the design of eCommerce platforms that were aligned with the new consumption habits of the population. Necessity can be made into a virtue and new audiences and channels can be explored to overcome periods of crisis.
We know that the speed at which technology evolves is greater than the pace at which people adapt to it. That does not mean that there are no trends that we can identify and integrate into our plans ; in times of uncertainty, we must find guidelines to hold on to in order to succeed, if not in the short term, then in the medium and long term.
Marketing must adapt to the platforms that are used at any given time, and one of those that will mark our future will be the metaverse . The physical and digital worlds will be increasingly connected until their borders are blurred. The most forward-thinking companies are already carrying out content and influencer marketing campaigns in this universe ; actions are also being carried out to move physical events to the metaverse and thus expand their audience with complementary offers. The possibilities today are very open.
And speaking of expanding the audience, Generation Z is making a strong impact and is no longer a mere spectator: it is at the center of strategic decision-making. This generation values honest, empathetic content that they can connect with and rejects traditional advertising that is obvious in its intentions. They value authenticity, sharing the same principles with brands and speaking their language.