Trends Report

2021 B2C Marketing Priorities In Europe

Focus, Adapt, And Measure To Do More With Less

November 17th, 2020
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Ryan Skinner, null
Ryan Skinner
With contributors:
Oliwia Berdak , Martin Gill , Reineke Reitsma , Anna Vyshnevska , Melissa Chaudet , Rachel Birrell

Summary

Europe's 2020 is best described as tumultuous, as both new rules and consumer concerns about their health and finances upset norms and habits. As a result, European B2C marketers have been in a frantically reactive mode all year. On the cusp of 2021, marketers have a chance to pause for a moment and take a more planful approach to the short and medium term. This report gives European marketing leaders a clear set of priorities that address changes in how consumers discover, explore, and buy products and services.

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