What Marketers Learned From 2020
As we polish 2021 marketing strategies, what better time than now to look back on the past year and discuss what marketers learned from 2020.
Hindsight is literally 2020
There, now that we got that out of our system (and joined the droves of marketing and analytics nerds to throw that into their recap blogs) we can focus on what marketers learned from the dumpster fire that was 2020.
Keep An Eye On Global
With as connected as the world is every minute of every day, you’d think that marketing professionals would have an ear to the ground about what’s happening across the globe regularly. - Wrong. You see, if your client isn’t doing business across the world, chances are you’re not spending much time thinking about what that demographic is up to. This year reminded us all just how important it is to remember that we’re all world citizens, and no one person (or brand) is exempt from the impact of global crisis - or global marketing.
Crisis Communication
Now that we’re all in agreement that what happens to our neighbors across the ocean matters, it’s time to discuss the importance of crisis communication. This year, many marketing professionals were tasked with creating crisis management communications on behalf of businesses everywhere. This communication needs to be swift, heartfelt, pointed, and transparent. Sounds easy, right? We beg to differ! In a world where everyone’s looking to their phone for reassurance, digital user’s BS meters were tuned up.
From daily CEO briefings, landing page updates, to timely social media posts: messaging and tone matter. Hopefully twenty-twenty was the year your marketing team streamlined your crisis communications process.
Virtually Any Business Can Be Done Online
Saying that virtually any business can be done online seems a bit hyperbolic. Twenty-twenty would beg to differ. Businesses of all sizes made the migration to digital and even your grandpa’s fly fishing lures needed a social media presence to keep selling this year. Business owners who dragged their feet to the digital world kicking and screaming had to post inventory, develop eCommerce, and do it in a hurry. As marketers, this required some late nights, loads of caffeine, and a bit of creativity in some cases.
Companies who never understood the value of hiring marketing professionals before COVID-19 realized the importance of streamlined online sales, storytelling, and the strategy that holds it all together.
Agility + Flexibility Are Everything
If we had a dollar for every marketing article we read this year that featured the word “pivot,” we could buy everyone at our favorite spot a coffee… for life. Even the most rigid marketing professionals with decades of experience under their belts had to revive their approach this year to cater to the urgent needs of virtually everyone.
When you cannot predict your client’s day-to-day, you cannot create relevant content ahead of time, and scheduling messaging is futile. Public relations experts, web teams, and digital strategists all had to stay tuned for political updates and regulation changes to ensure client messaging made sense (at the minimum!)
Together Everyone Achieves More
Marketers of 2020 were reaching across the table to combine efforts with brands once seen as competition. Not only did the pandemic crisis remind us all that we’re in this together, but it showed marketing professionals working with all budgets that you get more when you work together. Collaborating in social giveaways, joining shared charitable efforts, and creating community-centric content were just a few of the ways marketers helped their businesses survive, grow, and give back in 2020.
We’re a silver-lining kind of agency, and we’re grateful that our clients, our families, and our friends have been fortunate enough to maintain their health and livelihood during the pandemic. This year has taught us all the value of an open mind, thinking globally, and celebrating even the smallest victories… all from the comfort of our loungewear.
