{"id":975,"date":"2020-06-14T08:00:10","date_gmt":"2020-06-14T12:00:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/06\/14\/readiness-resilience-and-recovery-lessons-from-a-year-of-covid\/"},"modified":"2020-06-14T08:00:10","modified_gmt":"2020-06-14T12:00:10","slug":"readiness-resilience-and-recovery-lessons-from-a-year-of-covid","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/readiness-resilience-and-recovery-lessons-from-a-year-of-covid\/975\/","title":{"rendered":"Readiness, Resilience, and Recovery: Lessons From a Year of COVID"},"content":{"rendered":"\n

In the last year, the pandemic has forced businesses to rethink everything. Companies have scrambled to figure out how \u2014 and even whether \u2014 to move forward. We all watched as talk of a \u201creturn to normal\u201d gave way to \u201ca new normal\u201d and finally to, simply, \u201cuncertainty.\u201d<\/p>\n\n\n\n\n\n\n\n

We all know good companies and strong brands that didn\u2019t make it, through no fault of their own. And there are companies in industries, like consumer product goods, home goods, and technology, that have benefited from the at-home economy.<\/p>\n\n\n\n\n\n\n\n

This has been a period defined by uncertainty. Yet the rapid pace of digital adoption has been unprecedented. People have had to live more of their lives online than ever before. Technology became a lifeline \u2014 for businesses and consumers alike.<\/p>\n\n\n\n\n

This has been a period defined by uncertainty. Yet the rapid pace of digital adoption has been unprecedented.<\/blockquote>\n

That lifeline has helped some companies weather the storm. By embracing digital transformation, by doing things differently, companies have started to recover and even found ways to grow. Now, in a year of economic and social upheaval, I know it\u2019s hard to imagine businesses undertaking such an effort. Budgets are tight. Hiring has slowed. And for many, digital transformation is seen as a nice-to-have, dismissed as a cumbersome, resource-intensive project.<\/p>\n\n\n\n\n\n

Yet, throughout this last year, we\u2019ve partnered with companies that have embraced digital transformation as an essential and achievable value-adding process. You might be asking yourself, where do I even start? Or maybe you\u2019re partway through your journey and thinking about what to tackle next. That\u2019s the beauty of digital transformation: It\u2019s an evolution \u2014 one that will pay dividends immediately and well into the future.<\/p>\n\n\n\n\n

By embracing digital transformation, by doing things differently, companies have started to recover and even found ways to grow.<\/blockquote>\n

Whether it\u2019s real-time insights, automation and machine-learning tools, or privacy-safe measurement approaches, Google has been helping businesses of all sizes succeed by implementing components of digital transformation. Here are some lessons from their stories.<\/p>\n\n\n\n\n\n

\"\"<\/figure>\n\n

Lead with always-on insights<\/strong><\/h4>\n

Understanding what consumers want is at the core of all marketing. And the dramatic pandemic-driven changes in consumer behavior highlighted how important it is for marketers to be able to decipher and act on those signals quickly, especially in a dynamic or fluid environment. But insights aren\u2019t just one and done, and they\u2019re not only relevant in turbulent times. Tools like Rising Retail Categories and Google Trends can help marketers be ready by understanding what people want and need.<\/p>\n\n\n\n\n\n

Historically, online sales at Michaels, an art supplies and craft retailer, accounted for only 5% of revenue. But with most consumers stuck at home, interest in crafts increased dramatically.<\/p>\n\n\n\n\n\n\n\n

\"\"<\/figure>\n\n\n\n\n\n

Think with Google<\/p>\n\n\n\n\n\n

Source: The Michaels Companies, Internal Data, 2020.<\/p>\n\n\n\n\n

Respond faster with automation<\/strong><\/h4>\n

In the deluge of data that defines the digital marketing era, only automation can unlock the full value of signals and insights by making them actionable in real-time and at scale. Automation and machine learning tools free up time and resources for any brand\u2019s most valuable resource \u2014 its people \u2014 to focus on being more creative, strategic, and impactful. Like digital transformation, automation isn\u2019t a cost-cutting exercise. It\u2019s an opportunity for growth and experimentation.<\/p>\n\n\n\n\n\n

Louisiana Crawfish Co. is the nation\u2019s number one shipper of live crawfish, and since the family-owned and -operated business began selling fresh crawfish and other Louisiana staples in 1985, revenue has primarily come from B2B wholesale deliveries.<\/p>\n\n\n\n\n\n\n\n

\"\"<\/figure>\n\n\n\n\n\n

Think with Google<\/p>\n\n\n\n\n\n

Source: Louisiana Crawfish Co., Internal Data, 2020.<\/p>\n\n\n\n\n

Make data-driven, privacy-safe decisions<\/strong><\/h4>\n
No matter the business climate, data is critical to understanding how the environment around us is evolving. And it’s critical to have privacy-safe measurement solutions that enable you to see across consumer journeys that span channels and platforms.<\/blockquote>\n

No matter the business climate, data is critical to understanding how the environment around us is evolving.<\/p>\n\n\n\n\n\n

At Eli Lilly, a pharmaceutical company that sells products in 125 countries, data became the litmus test for understanding shifts in consumer behavior and informing decisions the company made. And for each data set collected, the company evaluates whether it should be using the data, how it is created, and if the consumer has given permission for it to be used.<\/p>\n\n\n\n\n\n\n\n

As the company embarked on its digital transformation road map, it worked to identify which data sources were most helpful across the purchase journey, like search behaviors and website interactions. And it evaluated which skills and processes to bring in-house and which ones to outsource to an external agency. For example, by bringing search engine marketing in-house and fully owning that part of the consumer journey, the brand acquired more meaningful data and drove over 12 million more patient connections on its website.<\/p>\n\n\n\n\n

Digital transformation is a process, not a project<\/strong><\/h4>\n

Digital transformation may sound daunting and expensive, with uncertain benefits. I promise you it\u2019s anything but. And in these unpredictable times, it\u2019s essential. As these companies have found, each component of digital transformation can drive results today while building resilience for tomorrow. And, even though it\u2019s impossible to know exactly what tomorrow holds, digital transformation ensures your business will be ready.<\/p>\n\n\n\n\n\n

This perspective originally appeared on <\/em>Think With Google<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the last year, the pandemic has forced businesses to rethink everything. Companies have scrambled to figure out how \u2014 and even whether \u2014 to move forward.<\/p>\n","protected":false},"author":7,"featured_media":976,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[11],"topics":[2],"class_list":["post-975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-google","topics-editorial"],"acf":[],"yoast_head":"\nReadiness, Resilience, and Recovery: Lessons From a Year of COVID | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/readiness-resilience-and-recovery-lessons-from-a-year-of-covid\/975\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Readiness, Resilience, and Recovery: Lessons From a Year of COVID\" \/>\n<meta property=\"og:description\" content=\"In the last year, the pandemic has forced businesses to rethink everything. 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