How has digital marketing changed in 2020
- 1. How Has Digital Marketing Changed in 2020
- 2. 2020 is coming to an end and with all that has happened in the world, I think it is safe to say that I am not the only one who will not miss it. But before the end of the year, I wanted to take some time to think about what will permanently change in marketing and learning that I will be conducting in 2021. Leaving aside all the turmoil caused by the epidemic, 2020 was the year many companies went through a major process of digitalization, many of them without planning. The way companies promote and market their services or products is affected. Some offline businesses had to build a website for the first time, so they could reach their audience even when it was closed. B2B companies had to come up with other ways to make the lead, as one of their main production channels, trading and conferences, was canceled. It is a year of digital marketing, all digital events and digital advertising campaigns only. INTRODUCTION
- 3. 1. Compassion is no longer good I think this is the first lesson many of us have learned this year. With the uncertainty and fear brought on by the global epidemic, people began to be less tolerant of the products they talked about and their products. People still need to buy products and services, but they want more information and answers to their questions. Pitch-like messages or communications that take up too much of our time are not acceptable. Changing messages to focus on customer needs and pain and moving away from bragging about a product or service is a relatively new phenomenon.
- 4. 2. Marketing is not a monitoring department, it is a link to the whole business Aligning marketing and sales for the same purposes is a practice that arose some years ago but not all companies were in a hurry to achieve it. But with everyone online these days and companies using the same digital strategies, it has become more and more difficult to achieve any results. Decision makers all receive emails, LinkedIn messages, social media ads or search engines from several vendors. And in order to stand out, we clearly need to understand our audience, how our contribution helps them, what they care about, and what they have in store for us. Marketing can do all of that: collect customer information, monitor how people respond to a particular message or offer, and communicate that response to the business. Especially in the B2B world, if the marketing and sales are cut off, and the commercial lead can be made to close the sale, then a lot of money is spent. And no company can ever waste it again.
- 5. High quality educational content that brings useful information from established experts produces results. However, with so many products creating content and fighting for less attention span, some formats are less popular than ever. Long written content is still usable but formats like webinars, video chats with industry experts, fire chats, short form content on Facebook, or even Instagram have actually been rising stars. 3. Content is still master, but some formats are better than others
- 6. 4. Integrated channels and campaigns are a new foundation No matter which channel works best for you, you can't simply rely on search engines, social media, or ad. Instead, creating integrated campaigns rather than using multiple channels is the way to go. Consider introducing an informative webinar that you advertise with your social media profiles, email to your subscribers, social media ads, your blog and partner or participant blogs. Then we proceeded with the conversation with the people who attended, in a logical and appreciative way. It is not enough to think of different campaigns to close new deals.
- 7. Since working from home is now commonplace, it is perfectly acceptable to create a company video from your bedroom, record it using a computer and there are no studio lights. As long as the content is really informative or entertaining, campaigns that are not so well directed are perfectly fine. So the good news here is that creating video content has become less expensive and time consuming. 5. Spontaneity and imperfections are OK
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