Here’s a look at how they’re navigating these changes.
Navigating the Post-Pandemic Shift
David kicked off the conversation by reflecting on the significant shifts in consumer behaviour over the past few years. For him, the pandemic was a defining moment that forever changed shopping habits.
"When COVID hit, online shopping skyrocketed. At first, it was a necessity, but even as restrictions were lifted, many people continued shopping from home," David explained. However, the economic downturn that followed brought another major shift: inflation. "As inflation set in, consumers became more cautious with their spending. Value-driven purchases, flash sales, and time-sensitive deals became the new norm."
David and his team quickly adapted by pivoting their campaign strategies. Instead of promoting high-end products, they focused on offering limited-time discounts and bundle offers. "We needed to create urgency. It was about getting customers into the store, having them browse, and showing them that they could save while still enjoying the products they wanted."
From Treat to Essential—A Shift in Food Delivery Campaigns
Roberta, who works in the food and grocery delivery sector, echoed David’s experience but highlighted the unique challenges and opportunities within her industry.
"Before COVID, food delivery was seen as a treat, something special for the weekend. But once the pandemic hit, it became a necessity. People couldn’t go out, and restaurants were closed. Delivery was the only option," she explained. Even as restrictions eased, the demand didn’t fade. Instead, delivery services became an integral part of daily routines.
For Roberta, this shift required a major change in campaign messaging. Where once the focus was on “surviving lockdowns,” campaigns now centred around the idea of enhancing quality time. “Instead of spending time cooking or grocery shopping, people could order and use that time to connect with family, relax, or watch a movie,” she said.
Unconventional Indicators: Going Beyond the Usual
The discussion then shifted to unconventional indicators—those metrics that might not immediately jump to mind but can provide invaluable insights into a campaign’s success.
Marc-Antoine shared the concept of "risk ratio", a metric used to understand how customer actions—like clicking on a product—relate to eventual conversions. In e-commerce, for instance, the goal isn’t just to know how many clicks a product gets, but to understand the likelihood of those clicks leading to a sale.
By analysing the ratio of clicks to purchases, marketers can create predictive models to guide future strategies.
Key Metrics: What Really Matters?
When asked about their go-to metrics, Marc-Antoine added that it’s all about revenue. "If your campaign isn’t generating conversions, then you’re missing the big picture," he said, aligning with Roberta’s point about data-driven decision-making.
However, he went further to suggest that successful campaigns should target different stages of the customer journey—acquisition, retention, and conversion. It’s about understanding where your audience is in the funnel and measuring success accordingly.
David added that besides the typical metrics, pricing and margin improvement are crucial. He shared that when managing campaigns, he also looks at more nuanced factors like refund rates and customer reviews.
For example, after large campaigns like Double 11 (Singles Day), refund rates often increase, so it's important to track that data to ensure profitability. He also emphasised the significance of customer ratings and reviews, which play a major role in building trust and driving future sales.
Looking Ahead: Data-Driven Creativity
As the discussion wrapped up, one thing was clear: the future of marketing lies in data-driven creativity. Marketers today must be able to measure not just whether a campaign made money, but also how it shaped customer perceptions, loyalty, and engagement.
As marketers, the challenge is to adapt and refine strategies, ensuring that every campaign delivers not just short-term gains but also contributes to a stronger, more resilient brand in the long run.
