There are few areas of our lives that the pandemic has not impacted. As consumers, COVID-19 has changed our digital behaviour and it is essential that marketers are aware of, and can adapt to, some of the key trends that have emerged. There has been a rapid increase in the adoption of digital. The 2020 McKinsey report …
What is evident from the previous pages is that today, individuals have considerable power over brands. Content that attracts audiences, provides opportunities for interaction and garners user-generated content is increasingly important. Participation brands are those brands that are creating content, and interactions or conversations with people that people want to have an active involvement in (IRIS-Worldwide, 2017). The Iris Participation …