The year 2020 has transformed the world permanently: Chetan Asher

As we are set to bid adieu to 2020 – a year of major disruptions, global shutdowns, economic rollercoaster due to COVID-19 – there are several lessons and takeaways from this momentous year. Adgully brings its annual review of the year gone by, wherein industry experts analyse the most significant developments and trends of the year and their implications on the coming year as well.

Looking back at the year gone by, Chetan Asher, Co-founder & CEO, Tonic Worldwide, reflects on 2020, the key developments in digital as well as his expectations for the year 2021 and the role digital will play in a disrupted economy.

Looking back at 2020

2020 has clearly been the year of disruption. Changes have happened so fast that none of us ever imagined or were prepared for this imbalance. But what it taught us is that when we are pushed we will adapt, change and find ways to survive and in some cases even thrive. From digital payments to OTT to discovering working can be location agnostic, these forced adaptations have accelerated the way we approach our lives in future.

The year in Digital

COVID-19 has accelerated the growth of digital. In the absence of this tool, the world would truly have come to a standstill with no mechanism to keep the wheels of the education, business and retail sectors going. From a professional perspective, interactions with internal and external stakeholders have taken place virtually throughout the year. Companies that were digitally agile prior to the pandemic could adapt to the sudden crisis much quicker than their counterparts.

The year 2020 has transformed the world permanently. The increasing importance attributed to UX, rising dependence of people on devices due to a contactless world, the increased usage of mobile devices which makes it crucial to adapt campaigns for the medium and concerns related to data privacy are some of the factors that will yield an impact on the industry in the upcoming year. A disruptive trend that I see in 2021 is that of leveraging marketing automation paving the way for effective digital marketing.

Crystal gazing 2021

As per a report by Gipsi, our insights division, consumers are seeking balance and reassurance after a rather unpredictable 2020. They will look at augmenting the digital life they embraced in 2020. Last year, while they were figuring out how to hold an event or celebration online, in 2021 they will look at how to make it grander. Brands can be a positive catalyst to these shifts. We will see digital media becoming the primary communication medium and, in some cases, the only medium. As digital adoption becomes a norm in new areas, the focus will be back on reinvention of UX and customer experience. Consumer demand will call for a relook at the experience across all touch points.