It is a fact that 2020 turned the world upside down and transformed the way we relate and communicate. This was no exception for Marketing professionals , who throughout the year dealt with changes that ranged from reduced mobility to realigning discourse, as the audience and their needs changed.
These transformations will certainly impact the area in 2021. In an article by Think With Google , some of the lessons learned from 2020 were listed that can help professionals navigate the year that has just begun.
Marketing lessons learned in 2020 that should remain in 2021
The use of data
The pandemic also brought a period of great uncertainty, but one way professionals found to deal with so much instability was to use data applied to Marketing . This way, it was possible to have a much more realistic view of what the public was really looking for.
The article illustrates that the data showed that colombia whatsapp data people began to look for something that conveyed a sense of relief and comfort - and brands that were able to recognize this were able to communicate better. The use of this tool should continue to be relevant this year.
Campaign evaluation
The article gave some tips for evaluating your media campaigns in an extremely dynamic market like the one we are currently experiencing. Among them, the need to always review strategies stands out, since, regardless of when they were drawn up, everything can change from one day to the next and a plan that was initially effective can quickly become weak.
Another tip is to pay close attention to creatives, analyzing all aspects of a piece and especially the context in which it will be launched. In addition, a technique that should remain in use in 2021 and can help when evaluating your campaigns is to think of a speech that seeks to help your audience who are still suffering from the effects of the pandemic.
The notion of growth has changed
With a new context, different goals have also arrived, and some metrics that were useful in measuring your brand's growth in 2019 may no longer be as relevant. With new priorities that can emerge at any time, plans are being drawn up in the short term. Therefore, it is necessary to adjust your strategies and resources regularly.
The importance of resilience
Dealing with all these constant changes and adjustments is not easy and can often be very frustrating. After all, who likes to spend hours dedicating themselves to work that ends up being irrelevant because its objective changed overnight? That's why resilience continues to be essential for Marketing professionals.
It's not just about accepting change, but also about being able to turn things around and create innovative solutions. Companies that, regardless of the sector, were able to look at the new reality of their consumers and change their communication - even if drastically - were able to achieve better results.