HOW YOUR MARKETING STRATEGY NEEDS TO ADAPT
Many of us have welcomed the new year with open yet cautious arms as we once again delve into the unknown and continue to remain optimistic about what 2021 will bring.
One thing we do know is that our needs will continue to change and how we communicate and fulfil those needs has evolved greatly during the course of 2020. Back in March, when the initial announcement of the UK Coronavirus outbreak was made, the majority of businesses were quick to adapt their marketing strategies, navigating what works for them (and what doesn’t) and establishing their COVID-19 policies. For many businesses, however, this was the last time a marketing strategy was formed. With innovations, the economic climate and even seasonality influencing changes, a well-informed and adaptable marketing strategy should undoubtedly be prioritised when considering marketing activity for the year ahead.
As we approach what we can only hope will be the final hurdle for COVID-19 in the UK, for many of us, there is more confusion than ever when it comes to keeping customers engaged on what can now be considered rather exhausted digital platforms. It should be noted that these platforms, in particular social media, remain highly effective mediums when utilised correctly, but it is important to value quality engagement over quantity when it comes to reaching out to your customers, particularly as a result of key announcements and news.
By having a reinvented communications strategy in place, existing marketing priorities will undoubtedly shift, enabling you to spend your annual budget more wisely and interact with your audience in a more genuine and compassionate way.
It is important to consider positioning your business to support your audience in a time of uncertainty, as from this, brand affinity can be developed, and customer loyalty increased.
When it comes to strategy, whether you want to try something more immersive in 2021 (we think you should!) or continue with what has been working for your business over the last few months, our best advice would be to continually invest in creating fresh and engaging content to keep both your employees and customers motivated and connected. If you are looking to grow your digital presence this year, we encourage experimenting with new digital avenues to reach new audiences and stay relevant.
Despite not knowing how much longer we will be in this situation for, we know that there is light at the end of the tunnel. As we ease out of what has been an incredibly challenging 11 months for many businesses and customers alike, it’s important to remain in touch during any key transition periods and upcoming challenges.
At Marketing Elect, we have already been working with marketing, sales and HR teams to align their business objectives for the year ahead. By creating a bespoke marketing and communications strategy, we can help you to refine your presence and stay connected with your customers in 2021. If you would like a free consultation to find out more, please get in touch today.