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<ul><li>Covid-19 has changed the way we shop, eat, communicate. It has also flipped the <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">marketing</keyword> playbook.</li><li><keyword id="10177920" type="PERSON" weightage="20" keywordseo="dev-batra">Dev Batra</keyword>, Co-Founder and CEO, <keyword id="10177919" type="PERSON" weightage="20" keywordseo="lyxelflamingo">Lyxel&amp;Flamingo</keyword> and <keyword id="651025" type="PERSON" weightage="20" keywordseo="Nishant-Singh">Nishant Singh</keyword>, Creative Director - Copy, Lyxel&amp;Flamingo write about a few of the changes and trends that have come in play and what will help CMOs succeed in the post-Covid world.</li></ul>The ability to break habits and induce new ones has always been the real litmus test of great marketing. But marketing norms are in a state of evolution right now. It sure is nothing more than wishful thinking right now, but we are hopeful that in a future not too far, the masks will be off and Covid-19 would be a horror of the past. And normalcy shall prevail.<br /><br />The real question is that will we pick up from where we left in the pre-Covid era or will the new normal be different? We believe things will have changed in the post-Covid world. Old habits and ways of living would see paradigm shifts while average consumers will continue adapting to the changes around them. <br /><br />Hence, the longer this pandemic stays, the stronger the force of these ‘new habits’ will get.<br /><br /> The effects have started showing already. India’s online retail as percentage of total retail was around 3% a couple of years back and now it’s projected to be at 8% by next year.<br /><br /> Why?<br /><br />Well, the average consumer is enjoying immense attention from brands. They’re witnessing an unprecedented convenience &amp; ease with which they can shop online today. While that’s the initial trigger for the surge in online shopping, a much more evolved brand experience with augmented reality, predictive cart, hassle-free &amp; safe home delivery etc. will only see this digital migration rise further. <br /><br />Today, customer experience has overtaken price and product as the key differentiator for brands.<br /><br />So, as we crystal gaze into 2021, we divide the changes we might witness in compartments-<br /><br /> <strong>Old trend, new scale: </strong>Trends that pre-date the onset of Covid but have accelerated significantly because of it in the past few months, will be even more visible at scale and at an accelerated pace. <br /><br /><ul><li>Deeper penetration of mobile internet in rural pockets of the country as well as SEC C, D audience will give a greater push to this segment who aren’t just casual users but those who are actively engaging in online shopping, entertainment &amp; education. Taking the impact of Covid-19 into consideration, the penetration of e-commerce is projected to increase by almost 7% with an estimated 100 million users by mid-2021.</li><li>The rules of video content development have changed. Big brands are creating low-production pieces and promoting them aggressively. Today, content is actually the real king.</li><li>Brands have experimented with influencers for many years now but 2020 has seen the rise of vernacular &amp; micro-influencers. This trend will gain a much stronger momentum in coming years, especially with the steep rise in social commerce.</li></ul><strong>New trends on the block: </strong>Trends that came into being because of the pandemic, began in an animated hurry to adapt to the changing market demands, are assuming a more systematic form now.<br /> <br />Brands are looking at newer ways of employing and even evolving these new trends with sheer marketing genius to outplay the competition.<br /><br /> <p style="margin-left:.5in;text-align:justify;text-indent:-.25in; mso-list:l0 level1 lfo1">●<b>The rise of the ‘Atmanirbhar’ philosophy has become even more prominent with </b>multiple Indian D2C brands actively communicating about their Indian roots. A similar tune is now being sung by MNCs who are manufacturing locally. One of Micromax's advertisements featuring its founder Rahul Sharma as an earnest evangelist ofthe ‘Atmanirbhar’ movement is a great case in point.</p><p style="margin-left:.5in;text-align:justify;text-indent:-.25in; mso-list:l0 level1 lfo1">●<b>Focus on the erstwhile ‘Invisible’</b> – A very short while ago, empathetic content was synonymous with issues like feminism, equal pay, environment and other ‘educated’ matters. However, the nationwide lockdown &amp; the plight it entailed for the marginalised communities inspired an awareness around this largely ‘invisible’ population — daily wagers, dhaba owners, delivery guys, vegetable vendors, small-scale entrepreneurs. Hence, our empathy is now more empathetic and we are <b>more aware of THE India that was ignored.</b></p><p style="margin-left:.5in;text-align:justify;text-indent:-.25in; mso-list:l0 level1 lfo1">●<b>Online as an experience &amp; not just a utility</b>: It is clear that we can do a lot more sitting in the comfort of our home, on our laptops &amp; mobile phones. The need to step-out has reduced significantly. So why step out tobuy only groceries or running shoes? Brand marketers can no longer think of online as only a place of final purchase. Rather, they need to use <b>social media as the place where experiences are created &amp; information is disseminated </b>to their customers.</p><p style="margin-left:.5in;text-align:justify;text-indent:-.25in; mso-list:l0 level1 lfo1">●<b>Loyalty:</b> As consumers, we are exposed to thousands of brand messages everyday. And today, acquiring new customers has become extremely expensive. Which makes it critical to<b> retain existing customers </b>through better customer marketing automation, loyalty programs, personalised communications and offers that can help create better long term value for the customer as well as the brands. This trend is bound to accelerate in 2021 given the pressure that brands are facing on their bottom-lines — limiting the monies that are available to acquire new customers.</p> <strong>Two sides of the same coin: </strong>CMOs will have to take into account trends that are seeing faster pace as well as newer methods of execution.<br /><br /> For almost half a decade now, digital media has been an important tool in every marketer’s arsenal, albeit as a subsidiary of mainline advertising. Enter 2020 and suddenly Digital Media was expected to do all the heavy lifting due to lack of investments in traditional media. And boy, did it deliver!<br /><br /> Given the internet penetration in this country, now it’s quite possible to build a brand purely by leveraging digital media and many brands have been able to do that successfully. Even those who relied heavily on TV and other traditional media have started making considerable investments in building digital assets (e.g., product videos, Hotstar campaigns during IPL or pre-roll ads on YouTube).<br /><br />Will this trend grow in 2021? As brands learn more about digital analytics &amp; transparency of the medium and hence their ability to correlate outcomes with investments, absolutely!<br /><br /> So, what remains to be seen is how brands and their CMOs subsume these trends in their marketing strategies and prepare for the post-Covid world.<br /><br /><em><strong>- This article has been co-authored by Dev Batra, Co-Founder and CEO, Lyxel&amp;Flamingo and Nishant Singh, Creative Director - Copy, Lyxel&amp;Flamingo </strong></em><br />

Marketing in the era of post-Covid digitization - What will a CMOs new arsenal be?

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><ul class="summary-list"><li>The No. 2 Duke Blue Devils overcame a 23-point second-half deficit against the No. 16 Louisville Cardinals Tuesday night.</li><li>The Blue Devils trailed 59-36 with 9:58 remaining in the game but surged back and took the lead with just 14 seconds to go, marking the program's largest comeback in 69 years.</li><li>When asked what head coach Mike Krzyzewski told the team to spark the historic comeback, freshman phenom Zion Williamson told ESPN "he said he don't coach losers."</li></ul><p>With 10 minutes remaining in their Tuesday-night matchup, the No. 2 Duke Blue Devils trailed the 16th-ranked Louisville Cardinals by 23 points, their largest deficit of the season.</p><p>But Duke head coach Mike Krzyzewski refused to let the young Blue Devils hang their heads, prompting the largest comeback win in the Hall of Fame coach's tenure with the program.</p><p>When asked what Coach K said in the huddle to spark the comeback, freshman phenom Zion Williamson admitted the 72-year-old didn't hold back.</p><p>"He said he don't coach losers," Williamson told ESPN after the game. "[He] only coach winners. He said to go out there and play hard, and he could coach us to a win."</p><p>Krzyzewski elaborated on what he told Williamson and the team in his press conference later that evening:</p><p>"I told my team, I said 'You're not losers, but you're playing like losers,'" Krzyzewski said. "February is a crazy<br>month, because it's a long haul before March, and everybody is hungry. They're trying to make their marks. These kids can already feel like they've made a mark. And so, you're playing against somebody that can be hungrier than you, and our thing going into the game was 'Play harder than them,' and we weren't able to do that. So, that's a lesson for our guys."</br></p><p>Those comments helped Duke flip a switch midway through the second half of the game. Powered by Cam Reddish's 16 second-half points, the Blue Devils enjoyed a 30-5 run over a six-minute span to cut the Cardinals' lead to two with 3:01 to play.</p><p>R.J. Barrett delivered a no-look, between-the-legs pass to Reddish, who rose up from well beyond the arc to drain the game-tying three.</p><p>&#xa0;</p><p>A minute later, Louisville's <span>Ryan McMahon was whistled for the block on a Reddish drive, and the Haverford, Pennsylvania, native knocked down both free throws to give Duke its first lead since midway through the first half and cap the comeback victory.</span></p><p>"We were very fortunate," Krzyzewski said. "That was a great win for us, that their team played us for 30 minutes, not just outplayed, they outcompeted us. I commend them. They probably were more deserving of winning. But, in the last 10 minutes, we were spectacular."</p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/zion-williamson-blocked-shot-virginia-omg-2019-2">Zion Williamson made his most athletic play yet with a blocked shot that will blow your mind</a></li><li><a href="https://www.businessinsider.com/college-basketball-ap-poll-rankings-winners-losers-week-15-2019-2">5 biggest winners and losers in college basketball this week</a></li><li><a href="https://www.businessinsider.com/video-cam-reddish-duke-buzzer-beater-2019-1" data-analytics-position="1">Top prospect Cam Reddish hits buzzer-beater to lift top-ranked Duke over Florida State</a></li><li><a href="https://www.businessinsider.com/ranked-zion-williamsons-top-10-dunks-of-the-season-2019-1" data-analytics-position="1">RANKED: Zion Williamson's top 10 dunks of the season</a></li></ul><div></div><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/super-bowl-nfl-football-hosting-cost-worth-host-cities-2019-2">Why hosting the Super Bowl isn't worth it, according to an economist</a></h3>        <div>                    </div>    </div>

Coach K had a blunt, but perfect message for his team during a timeout that sparked a 23-point comeback

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Reuters</span></p><p class="caption">Jan Rostowski, former Minister of Finance and Deputy Prime Minister of the Republic of Poland, who will stand as a Change UK candidate in the 2019 European Parliament election in the United Kingdom.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>Change UK candidate and former Polish Deputy Prime Minister Jan Rostowski speaks to Business Insider.</strong></li><li><strong>Rostowski says he has joined the party because of Brexit is a "fulcrum point" in European history.</strong></li><li><strong>He says he has "fundamentally" changed his views on homosexuality in recent years, following controversial comments unearthed this week.</strong></li><li><strong>Rostowski believes that Brexit Party leader Nigel Farage could one day become prime minister.</strong></li></ul><p>LONDON - Jan Rostowski has witnessed his fair share of decisive historical moments.</p><p>The politician was born and raised in the UK but moved to his parents' native Poland to help steer the country through a dramatic shift in its political landscape. He served first as an adviser to the country's finance minister from 1989 to 1991 - when the country was making its transition from communism to a market economy - and later as the country's Conservative finance minister himself.</p><p>That appointment came in 2007, one year before the financial crisis upturned the global economy and ripped apart the established political order. He would later serve as the country's deputy prime minister. </p><p>Now, he has returned to London to try to stop Brexit, which he calls "<span>the worst thing that has happened in Western Europe since the Second World War." He is standing</span> as a London candidate in the upcoming European elections for Change UK - The Independent Group, the <a href="https://www.businessinsider.com/chuka-umunna-interview-tension-at-the-heart-of-change-uks-anti-brexit-campaign-2019-4?r=US&amp;IR=T">upstart anti-Brexit outfit founded earlier this year</a> by disaffected Labour and Conservative MPs.</p><p>"I have always, in my political life, felt it's really critical that you try and take part in those fulcrum points in history," he tells Business Insider.</p><p>"This is another one of those historical moments. It's bad for Britain, and it could also be very bad for Europe."</p><p>Why is Rostowski running to become an MEP? Principally, to try and force a second EU referendum as part of the political group which calls itself the "Remain alliance." </p><p>"<span>The lie was that you could have your cake and eat it. The lie was that you could have frictionless trade without the obligations of membership," he says. </span></p><p><span>"This is the fundamental argument for a People's Vote. We've seen what that lie is."</span></p><p>He also believes the EU referendum in 2016 will lead to nothing less than "<span>the collapse of the present party political system" in Britain, and worries about the space it is creating for figures like Nigel Farage to make a run on Downing Street in a future general election.</span></p><p> </p><p> </p><p><span>Conservative and Labour attempts to find a popular Brexit position among divided voters are already causing havoc with poll ratings, with nascent political movements like Change UK and Farage's new Brexit Party aiming to sweep up support from a deeply polarised electorate.</span></p><p><span>"After all this,</span><span> I would not exclude the possibility that, sometime down the road, [Farage]</span><span> will walk in through that black door, light up a fag and ask for a pint of Guinness," he says.</span></p><p>Rostowski says he has plenty to offer as an MEP because he knows "really well" how the EU works.</p><p>His time as Poland's finance minister, from 2007 to 2013, saw him attend over dozens of meetings of ECOFIN, the EU's council of finance ministers. There, he learned a truth widely acknowledged that now seems ironic: British negotiators were masters at extracting the best deal possible from the EU.</p><p><span>"I know just how incredibly good the British were at getting their interests across the line within the European Union. They were absolutely the best negotiators," he says.</span></p><p>He recalls one argument where British negotiators locked horns with French and German colleagues over financial clearing houses. "<span>At one point the French ambassador was almost in tears," he said.</span></p><p>"When the British really cared about something, they would just outplay [their counterparts]. It was unbelievable, it really was. That's why some people in Europe are annoyed [with Brexit]. Because Britain had the best deal of any country in the whole of the European Union. And Britain just turned around and said, no thanks."</p><p>Change UK has had a rocky start to its European elections campaign. Two candidates have already been forced to withdraw from the race for comments amid allegations of past racist behaviour.</p><p>Rostowski has himself come under fire for comments made during a 2011 interview in which he stated his opposition to gay marriage on the basis that "a stable society is based on heterosexual relations." He says he has changed his opinion "fundamentally" since then.</p><p>"My views have fundamentally changed," he says.</p><p>"I'm a Conservative and Conservatives change their views."</p><p>Change UK faces an uphill battle in its bid for success in the European elections on May 23, should they go ahead.</p><p>Farage's Brexit Party, with its clear anti-EU position, has had an explosive start, surging to the top of some polls in the upcoming European elections.</p><p>The elections, which were due to be scrapped had Britain left the EU on March 29 as originally intended, are now set to be held in the UK next month following May's decision to delay Brexit until October.</p><p>Change UK, on the other hand, has had a more challenging start to life, registering in the low single figures in some national polls as it struggles to forge a unique identity.</p><p>"<span>I hope we're polling on a lot more [than 9%] as this clarifies," Rostowski says.</span></p><p><span>"If the party political system is going to collapse, you want it to collapse in a good way rather than a bad way."</span></p><p class="tagline">Our Brexit Insider Facebook group is the best place for up-to-date news and analysis about Britain's departure from the EU, direct from Business Insider's political reporters. Join <a href="https://www.facebook.com/groups/267178180471848/">here.</a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/mueller-report-trump-takeaways-from-redacted-version-russia-investigation-2019-4">Here are 7 takeaways from special counsel Robert Mueller's Russia investigation</a></h3>        <div>                    </div>    </div>

Change UK's Jan Rostowski: How Poland's former deputy prime minister is planning to stop Brexit

<p><strong><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></strong></p><ul><li><strong>The Pelicans were left with few options but to extend Jrue Holiday a five-year, $126 million contract this past summer when he hit free agency.</strong></li><li><strong>The signing has paid off for the Pelicans, as Holiday has exploded in the playoffs, helping the Pelicans go up 2-0 on the Portland Trail Blazers.</strong></li><li><strong>Holiday's play on both sides of the ball has topped Damian Lillard and given the Pelicans an extra gear as they look to advance in the playoffs.</strong></li></ul><p><br>The New Orleans Pelicans shocked the Portland Trail Blazers for a second straight game, winning 111-102 on Tuesday to send the series back to New Orleans with the momentum comfortably in their hands.</br></p><p>While the Pelicans surged into the playoffs behind some awe-inspiring play by Anthony Davis, through two playoff games, it's been Jrue Holiday who has sparked the Pelicans into stealing home-court advantage.</p><p>For the Pelicans, the massive sum they paid Holiday this past summer is proving worthwhile. The Pelicans signed Holiday to a five-year, $126 million contract last July, mostly because they had to. With little money to find an equal replacement in free agency, the Pelicans desperately needed to retain Holiday's playmaking and shooting to surround Davis and the currently injured DeMarcus Cousins.</p><p>While Holiday put together a rock-solid season for the Pelicans, averaging 19 points, 4 rebounds, and 6 assists per game in 81 games, his most in seven years, he's cranked it up a notch in the playoffs.</p><p>Through two postseason games, Holiday has badly outplayed Damian Lillard, a rightful MVP candidate. Holiday is averaging 27 points per game on 54% shooting, with 5 rebounds and 5 assists per game, and the Pelicans are a plus-24 with him on the floor, a significant margin for two close games.</p><p>In Game 2, Holiday posted 33 points and 9 assists, looking virtually unstoppable on dribble penetration. While Holiday isn't known as an explosive guard, his steady pace and shifty dribbling allowed him to get to the basket almost at will.</p><p>His dribble penetration then opened up lanes for Davis in the pick-and-roll.</p><p>Equally as important has been Holiday's defense, particularly on Lillard and C.J. McCollum. <a href="https://twitter.com/ESPNNBA/status/986471904428118016">According to ESPN</a>, Lillard is 0-for-8 with two turnovers in the series when being guarded by Holiday. At 6-foot-4, 205 pounds, Holiday is a big guard who can nicely execute New Orleans' aggressive pick-and-roll coverage on Lillard, though it's worth noting that the Pelicans have also used a rotating cast of guards to defend Lillard.</p><p>Holiday also came up with two clutch defensive plays in Game 1, making a steal in the final minute of the fourth quarter, and then blocking a layup in the final seconds that would have cut the Pelicans' edge to just one.</p><p>The Blazers have showered Holiday with praise for his play on both ends.</p><p><span>"Coming off that pick-and-roll, he's able to get those floaters and get to the rim," Lillard said. "</span><span>He's impacting the game on both ends of the floor ...&#xa0;In my opinion, I think he's one of the best defenders out there on the perimeter. He's just playing well. He's big and crafty."</span></p><p><span>"He's a very good player," McCollum said. "I said it coming into this series: He doesn't get a lot of credit because he's playing with [Davis], and I think you're starting to see how good he truly is on both ends of the floor."</span></p><p>The Pelicans now have a golden opportunity to wrap the series up at home and earn some rest before the second round starts.</p><p>By the looks of things, they would meet the Golden State Warriors in the second round, and while the Warriors outmatch nearly anyone, Holiday's play adds an interesting dimension for the Pelicans. A scorer to complement Davis and a multi-position perimeter defender could go a long way in at least giving the Warriors a battle in the second round.</p><h2>More NBA Playoffs</h2><ul><li><strong><a href="http://www.businessinsider.com/dwyane-wade-kevin-hart-trash-talk-76ers-2018-4">Dwyane Wade had a vintage performance in the Heat's win over the 76ers - and it was fueled by an epic round of trash talking with Kevin Hart</a></strong></li><li><strong><a href="http://www.businessinsider.com/paul-george-thunder-trade-victor-oladipo-pacers-in-nba-playoffs-2018-4">One of the biggest NBA trades of the last year is suddenly casting a shadow on the playoffs</a></strong></li><li><strong><a href="http://www.businessinsider.com/joel-embiid-instagram-story-playoffs-sick-and-tired-2018-4">Joel Embiid posted a cryptic Instagram story after the Philadelphia 76ers playoff loss</a></strong></li><li><strong><a href="http://www.businessinsider.com/gregg-popovich-lamarcus-aldridge-comments-shot-kawhi-leonard-2018-4">Gregg Popovich praised LaMarcus Aldridge, and the NBA world believes it may have been a veiled shot at Kawhi Leonard</a></strong></li></ul><div></div><div></div><div></div><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/sidekick-tool-machine-professional-athletic-fields-sports-2018-4">This tool creates a perfect athletic field</a></h3>        <div>                    </div>    </div></hr>

The Pelicans were backed into a corner to give their point guard a $125 million contract, and now he's dominating in the playoffs

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Real-estate developer Donald Trump took his feud with Sen. Marco Rubio (R-Florida) to a rather unique place&#xa0;this week, sending a gag gift to Rubio's presidential campaign office.<p>According <a href="http://www.cnn.com/2015/10/05/politics/donald-trump-marco-rubio-care-package/index.html">to CNN</a>, Trump's campaign sent Rubio a&#xa0;"a care package" on Monday containing a 24-pack case of "Trump Ice" bottled water, two "Make America Great Again" towels, and a note that said: "Since you're always sweating, we thought you could use some water. Enjoy!"</p><h3>Here's a photo of the Trump-branded water:</h3><p><div></div></p><p>"A Trump campaign aide said they added the towels 'for him sweating,' and described the overall gesture as a lighthearted prank," CNN's Noah Gray wrote.</p><p>Rubio recently started surging in the 2016 presidential race while <a href="http://www.businessinsider.com/donald-trump-carly-fiorina-marco-rubio-attacks">taking targeted swipes</a> at Trump, the Republican front-runner. Trump has responded with a <a href="http://www.businessinsider.com/donald-trump-marco-rubio-sweat-kid-2015-9">wide-ranged barrage of attacks</a>, including against Rubio for supposedly sweating too much during the debates.</p><p>"I'm looking at guys like Marco Rubio, who has the worst voting record in the United States Senate. And [he's a] young guy - although he sweats more than any young person I've ever seen in my life," Trump <a href="http://www.businessinsider.com/donald-trump-marco-rubio-sweat-kid-2015-9">said last month</a>. "I've never seen a guy down water like he downs water. They bring it in in buckets for this guy."</p><p>During a "New Day" interview Tuesday, CNN's Chris Cuomo told Trump that Rubio's campaign responded to his stunt gift by mocking Trump for <a href="http://www.businessinsider.com/donald-trump-jeb-bush-debate-low-energy">losing steam</a> at the end of CNN's lengthy, three-hour debate in September.</p><p>"He can send us all of the water he wants. Who was tired in that debate? Thirty-seven minutes [in], Donald Trump wasn't just outplayed in terms of substance, he was tired," Rubio's camp said, according to Cuomo.&#xa0;"He's not in shape for this."</p><p>Trump then launched into a series of attacks against Rubio for being a "lightweight," among other things.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/tourists-captured-by-gunmen-at-a-philippine-resort-2015-9">Footage shows tourists captured by gunmen at a Philippine resort</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="1pdWludzr-Z739unKqQFZY7SiOx7B73s" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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Marketing in the era of post-Covid digitization - What will a CMOs new arsenal be?

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Coach K had a blunt, but perfect message for his team during a timeout that sparked a 23-point comeback

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Change UK's Jan Rostowski: How Poland's former deputy prime minister is planning to stop Brexit

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The Pelicans were backed into a corner to give their point guard a $125 million contract, and now he's dominating in the playoffs

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Donald Trump sent a bunch of Trump-branded products to a rival in order to call him sweaty

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