India, May 27 -- Branding and marketing professionals have rapidly come to terms with the extended suspension of business as they knew it before COVID-19, adapting at work as well as in their social and personal lives. They've found that coping with the new normal calls for a more nuanced and human-centered approach to customer engagement.

The idea of social distancing has made the virtual world their main avenue of engagement and prompted them to rethink their marketing strategies, at least for the near term. Many have begun testing new ways to integrate data and digital technology to connect with audiences and to create enhanced, albeit virtual, customer experience.

Uncertainty demands creativity

Given the current situation, brands a...