Marketing strategies have evolved significantly over the years, shifting from in-person advertising to printed flyers to a now primarily digital approach. The coronavirus pandemic has caused a further shift within digital marketing operations, with many brands altering the tone of their message and has become a force likely to have a lasting influence on the industry.
A recent survey conducted by Gartner reveals that nearly 80% of marketing budgets in 2020 were invested in digital channels. When observing how funds will be spent in the future, 74% of Chief Marketing Officers (CMO) anticipate that a more substantial percentage of budgets will be spent on digital in 2021, as 66% of CMOs envisage more emphasis on paid search.
Whilst creativity remains an essential element of any digital marketing campaign, the need for technical data-driven approaches has also become more prominent when developing growth strategies. For businesses to generate more valuable leads, it is crucial to adapt to the ever-changing marketing landscape.
As we advance further into the year, we’ve identified some vital marketing growth trends to watch out for in 2021 to help your team maximise its digital marketing efforts.
Align your marketing team
With many brands forced to make quick pivots in their marketing strategy over the past year, it’s essential to ensure that your whole marketing team is aligned with your brand’s priorities. Having regular discussions with your team members and highlighting the clearly defined goals your brand aims to achieve over the coming year will drive efficiency and ensure your team is more integrated.
Keep your eye on SEO
Whilst we all know the importance of search engine optimisation (SEO), many brands fail to keep on top of constant keyword changes and adjustments to Google’s algorithm. To consistently drive traffic to your website, it pays to stay on top of SEO developments to remain ahead of the competition. There are various online tools available to monitor the performance of your website and help you identify which areas need to be re-optimised to ensure your website maintains maximised online visibility.
We all know the saying ‘content is king’, but that may not necessarily be true if it provides little value to the reader. To produce content that your audience will find engaging, conducting surveys and reviewing your website analytics can help you address specific pain points or areas of interest for your audience. Measure the success of your past content by analysing traffic, engagement and conversions and use this data to develop an informed content strategy. Ensuring that your content is also aligned with your SEO strategy will help maximise its effectiveness and value.
Adopt a dual approach for events
Zoom meetings and virtual events have taken over during the past year and, whilst they are convenient, many have grown weary of the solely virtual approach. It’s anticipated that virtual events will continue to be prominent even post-pandemic; however, incorporating in-person events into your event strategy can provide a refreshing change. Whilst being mindful of health and safety, many businesses are eager to meet in person once again to re-establish real human connection.
Make the most of collaboration tools
If the coronavirus pandemic has taught us anything, it’s that businesses can operate anywhere through the use of technology. With many companies looking to work remotely as a permanent solution, making the most of collaboration tools will help increase your team’s productivity and communication regardless of their working location.
Highlight your brand values
With remote working looking to remain prevalent for the foreseeable future, it’s more important than ever for your brand to represent itself online fully. Your website should accurately present your company culture and brand values to attract the right customers and ideal candidates. A study recently covered in MIT Sloan Management Review found that 80% of large American corporations displayed their company values on their website. This trend suggests that communicating your company’s mission will help to attract top talent and generate further growth.
The past year has been challenging for the majority of business, with many forced to innovate new marketing growth strategies to adapt to the changing landscape. As the global picture continues to evolve, a clear digital marketing strategy will be crucial to building resiliency, standing out from the competition and creating team synergy.