But 96% agreed that consumer spending online was set to change.

Only 52% of them had invested in (or planned to invest in) ecommerce capabilities.We spoke to more than 4.5k organisations the world over.Looking at the Global Business Compass, Kantar’s study from June of this year (the height of the pandemic in many markets): The brands that have won online are the ones that couple the basics (loading times, font size, etc) with an inspirational, frictionless experience. Because the big revelation of the pandemic for marketeers and e-commerce experts alike is that COVID-19 has caught brands in different stages of Digital Activation Fitness.ĭigital experience, for example, varies wildly. And new audiences engaging with your brand for the first time in the digital world.Īnd that poses a challenge for many organisations. The shift to digital means there are opportunities with existing audiences engaging with your brand in new ways. Does your business have the digital fitness to succeed? The digital surge we have seen across many categories the world over looks here to stay.

Digital activation