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2021 Global Marketing Trends. Find your focus

Research
24 May 2021

Deloitte’s report provides the results of an analysis of human and brand behavior during the COVID-19 pandemic, explaining the prosperity of individual companies during these challenging times. The authors of the report look at current methods of maintaining consumer brand loyalty in a rapidly changing world, highlighting seven key trends: goal-setting, flexibility of approach, enhancing the human experience, gaining trust, engaging consumers, collaboration, and applying talent.

The Roscongress Foundation presents the salient points of the publication accompanied by fragments of broadcasts of relevant panel discussions from the business programme of international events held by the Roscongress Foundation.

In a situation of high uncertainty, basic instincts and needs come to the fore.

In the current environment of stress and low confidence in the future, company survival becomes more important than revenue growth, building relationships and implementing breakthrough innovations. According to the survey of executives, the majority favored increasing efficiency and productivity at the expense of strengthening customer engagement, retention of staff, increasing contributions to the community, and other similar initiatives.

Video: https://roscongress.org/sessions/spief-2019-transformatsiya-v-bystro-menyayushchemsya-mire-gosudarstva-kompanii-lyudi/search/#00:25:59.552

Consumers pay brands with gratitude for being flexible and adapting to change.

According to the survey of respondents, brand initiatives designed to help people cope with the challenges posed by the pandemic received significant encouragement from consumers. Conversely, brand loyalty declined significantly when brands acted only in their own interests.

Video: https://roscongress.org/sessions/mir-v-usloviyakh-pandemii-covid-19-globalnye-strategii/search/#01:10:47.327

Companies that have clear goals that justify their activities gain an advantage.

Companies that understand their role and importance to society overcome challenges more easily and maintain customer loyalty no matter what they sell. Even in times of global crisis, such a company’s actions are subordinated to the single goal of linking the role of the business in society to its long-term value, asserting a clear correspondence between brand identity and sustainable commitment to all concerned parties, including customers, employees, suppliers and shareholders. The past year has provided many examples of this, from delayed loan repayments from financial organizations to thousands of pairs of shoes provided by shoe companies to healthcare workers.

Video: https://roscongress.org/sessions/spief-2019-korporativnaya-sotsialnaya-otvetstvennost-kak-faktor-ustoychivogo-razvitiya/search/#01:00:31.359

The new era of marketing requires a new perspective on personnel.

To match the rhythm of change, effective employee development within the company is essential. The prerequisites for this are continuous staff training with a focus on skill development as customer needs change, as well as eliminating routine tasks by applying the latest technology. One of the primary marketing tasks that can be accomplished with freed resources is the creation of an internal team to quickly respond to customer needs.

Video: https://roscongress.org/sessions/spief-2019-lider-xxi-veka/search/#00:32:32.768

For more information, see the special sections of the Roscongress Foundation Information and Analytical System: Consumer Sentiment, Education,Labor Market, Entrepreneurship , Creativity and Economic progress, which provide information on economic development and business activities; and also COVID-19 devoted to the consequences of the coronavirus pandemic.


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News Release, January 2018 Clean Technologies and Sustainable Growth Issue 4. Assessing Business Contributions to the Country Development

EY presents another news release, which is devoted to assessing the contribution of business to the development of regions of presence. It describes modern approaches to assessing the socio-economic impact of business, as well as the possibilities of using the results of such an assessment for effective communication with all stakeholders.

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17 June 2020
Brand Africa’s Top 100 Most Admired Brands in Africa report

Brand Africa’s Top 100 Most Admired Brands in Africa report was conducted in 27 countries across the continent, analysing changes to the ranking over the last ten years, the impact of challenging economic conditions on African brands, and the steps that need to be taken in order for local brands to compete with the global giants dominating the market.

Expert opinion
6 September 2018
Russia–China Year of Regional Cooperation set to bear fruit

At the Eastern Economic Forum, new growth areas will be found for regional cooperation between Northeastern China and the Russian Far East, which will become a powerful driving force for trade and for the economies of both countries — believes General Manager of China Chengtong International Investment Zhou Liqun, who is also Chairman of the Union of Chinese Entrepreneurs in Russia, Head of Representation at the Centre for Trade Development and Investment Management in Europe, and President of the Greenwood International Trade Centre.