Over the last year, companies from all sectors have had to adapt and reinvent their strategies, business models and work procedures to respond to the new post-pandemic environment, in which online channels are increasingly protagonists. Thus, many companies have undergone a complete transformation of their traditional methods towards digital, being able, on the one hand, keep generating income and operating despite the confinements and consequences of the pandemic, and on the other, reaching new audiences and offering new services thanks to the possibilities of technology.
In this sense, advertising, tourism and retail are sectors that have significantly felt the impact of the covid, as indicated by The Valley. On the one hand, restrictions on mobility and travel have impacted the activity of the tourism sector, and in the same way, the capacity controls, the confinements and the monitoring of the hygienic and distancing measures have left the physical stores empty for several months and have also changed the consumer habits, forcing the retail sector to strengthen online channels and other alternatives to continue generating income.
An adaptation that has also had to advertise to align its messages and formats to new habits and post-pandemic lawsuits. The good news is that these sectors have managed to adapt to the new environment and emerge stronger through the implementation of innovative solutions, taking advantage of the possibilities of technology. The experts of the digital knowledge ecosystem The Valley have analyzed how it is evolving and transforming:
In advertising, the automation of personalized content stands out
Digitization and AdTech are revolutionizing the way of advertising, opening the way to a new approach in which there are no more barriers between the physical and the digital, streaming and gaming continue to gain ground as advertising formats and valuable content generates more interest than invasive advertising . The sector has evolved to respond to the needs of brands and user habits in terms of automation, immediacy, experience, distribution and privacy. This is explained by the report “Rethink Advertising” by The Valley, which details the trends that are impacting the digital evolution of the sector.
On the one hand, it highlights automation to create and advertise advertising, allowing companies to reach their customers in a scalable way. Something that is already possible through tools that allow, for example, to automate the creation of content thanks to artificial intelligence. In the same way, technology is increasingly being used to create innovative and disruptive experiences of augmented reality, virtual reality and even holograms. In addition, the possibilities of 5G open new doors when it comes to interactive ads in real time.
For their part, the platforms of streaming and gaming They are also now being imposed as new advertising channels thanks to their possibilities of reaching very wide audiences with creative content. In addition, other emerging digital channels stand out, such as social networks, audio advertising or NFTs (Non Fungible Token), digital collectible goods. All of them channels that are currently being exploited and that continue to gain ground in digital advertising.
Tourism, virtual experiences and mobile phones as a key tool
The impact of the arrival of the pandemic in the tourism sector has caused a strong boost in the digital transformation of the sector, a key factor for companies and service providers to be able to keep generating income and operating in a period marked by various confinements, travel limitations and uncertainty on the part of travelers and tourists.
The rise of services like delivery, online experiences or digital entertainment are just some examples that now mark the new tourism model, in which excellence, digitization, sustainability and disruptive thinking are increasingly taking center stage. And it is that the traveler has also changed and arrives with new needs, such as the search for excellence in services, a greater demand for security in relation to hygiene and health, a determined commitment to discovering the value of the local, the choice of more sustainable destinations and forms of travel, and a more digital experience that allows you, for example, to organize your trips through innovative channels or to enjoy tourism in a disruptive way through the technology.
Thus, innovative solutions are already beginning to be seen, such as the possibility of accessing restaurant menus or even the power order and pay from your mobile via QR codes, make tours of cities or tourist attractions virtually by streaming, check-in and check-out of a hotel completely autonomously and with mobile keys, interact with robot butlers in hotels, or access tourist attraction guides from the traveler’s own mobile.
In retail, the future is heading towards omnichannel
If something has become clear this year, it is the imminent need faced by all sectors of being able to continue with their businesses remotely by offering services and products through digital platforms. Proof of this is the retail sector, in which eCommerce, marketplaces and apps they have experienced tremendous growth.
In fact, these channels have been strengthened by integrating tools such as virtual or augmented reality that allow, for example, that consumers can check on their own mobile the real size of the product they want, or the possibility of obtaining recommendations on the correct size for each type of garment when buying online.
Nevertheless, the digital transformation of the retail sector goes far beyond online sales channels, focusing on offering customers an omnichannel experience, in which physical stores also play an important role. Thus, to attract customers to stores, it is important to offer spaces that attract attention due to their design and that integrate technologies to improve the customer experience, such as self-payment terminals or smart fitting rooms.