Of all the unexpected developments that took place this past year, COVID-19 was clearly the most disruptive, affecting marketing plans of companies large and small.
Dependable workhorse tactics such as national conferences are no longer available. At the same time, the volume of product information delivered online has reached a saturation point – a combination of too much noise and too little personalization.
Lumina Communications assembled a group of industry experts who shared their perspectives on what it was like to shift gears mid-plan. The panelists pointed to an overdue reassessment of the marketing process and opportunities to try new approaches – and to revive some classic ones – which suddenly became practical.
This white paper is a summary of some of the points made by the panelists.