These five areas have changed the world for B2B and B2C marketers.
2020 wasn’t what many digital marketers expected. However, challenges often provide new opportunities and ways to approach strategies and campaigns. In 2021 there have been many significant points and changes and the acceleration of several trends that are already transforming the world of digital marketing.
Let’s take a look at five megatrends influencing the world around us and B2B and B2C marketing teams.
1) COVID-19 and its consequences
The global pandemic has caused earthquakes around the world and has had a significant impact on digital marketing.
Marketers see opportunities are canceled, their teams work remotely, and their strategies, messages, and campaigns change. The goal was to provide customers with useful information and solutions in difficult times. They care about the right voice and tone and are more relevant than ever.
Hope is at hand. Pfizer and BioNech, Moderna, and Johnson & Johnson have developed vaccines. At the end of last year, about half of the CFOs consulted by PWC expect a return to growth in 2021 through investments in data analytics and marketing automation.
B2B sales and marketing expert Matt Heinz also pointed out that this was not the new normal. However, some of the key points highlighted by marketers will become part of the new normal. A new emphasis will be placed on deepening the relationship with the customer, as well as on loyalty and commitment.
More importantly, empathy is more than ever at the forefront of marketing, with marketers putting themselves in their clients’ shoes and asking how they can help.
2) The acceleration of digital
Because face-to-face events weren’t an option, marketers turned to virtual events, videos, and digital marketing channels to communicate with customers. Blocks and other restrictions have kept many consumers online even more. In March of last year, Forbes found that internet usage had increased by 70% and by the onset of the pandemic by more than 12%.
Clearly, marketers are turning to the channels customers have created to communicate with them. Social media, email marketing, mobile devices, websites, landing pages, blogs, webinars, and more offer many opportunities to interact with customers.
According to a CMO survey, 85% of marketers surveyed saw new digital offerings among customers during the pandemic, and 84% enjoyed more digital experiences.
Marketers must first use the digital focus to locate their audience.
3) Use of big data
The world has more data than ever and the number appears to be on the rise. According to NodeGraph, global data is estimated at 175ZB by 2025, which will take 1.8 billion years to slow down the current internet speed.
According to NodeGraph, there was one minute online in 2020:
• 480,000 tweets built
• 4.7 million videos viewed on YouTube
• 4.2 million searches on Google
• 200 million e-mails sent
• 60,000 images uploaded
All of this information can tell brands the best way to serve you. Big data helps predict the weather, delivers movies, music, and books to consumers, and can tell marketers which channels and content customers prefer.
Clearly, big data can have huge competitive advantages for marketers as long as they can access, manage and use the data. It helps them understand their customers better and how to solve their problems.
4) Anyone can be a content creator and a publisher
The 3.7 billion social media users worldwide create content when they post. TikTok and Snapchat users post short video content. Instagram offers photos and images about people’s lives, careers, and brands.
There are more than 500 billion blogs in the world, and the number of self-published books increased by 1 million in 2017.
There are different publishing platforms and people use them to share their perceptions, product knowledge, fiction, poetry, and more.
What does this mean for content marketing?
Content creators must strive to be more relevant than ever and attract people’s attention. The content must be informative and useful, as well as in the channel used by the client, delivered in a format that is said to be easy to digest.
Videos, webinars, blogs, innovative leadership, interactive content, infographics – content marketers never have enough options to use. However, they compete with almost everyone for someone’s attention. To win, they must strive for clarity and content.
5) Connect around the world
According to Statista, about 4.66 billion people are online, or 59% of the world’s population. For 2020, NodeGraph found that they were there
• 5.1 billion cell phone owners
• 2 billion online shoppers
• 3.7 billion social media users
As the numbers show, people around the world are more connected than ever. You can connect with someone who lives on different continents, watch personal programs online, play chess online, join online book clubs, and more. The possibilities are endless.
Today, marketers need to take their audience into consideration. Who visits your website and blog and where do they come from? Can they expand their audience with global connectivity? How should they adjust their marketing to do this?
An email sent to an American audience may not work as well if it is sent to Europe due to cultural and linguistic differences. Since you have an audience in another country, is the innovative leadership you publish available in another language?
Observe your audience and how it grows. You can find great untapped potential by expanding it or adapting it to different regions and cultures. That way, you can make your brand stand out as a leader.
The future of digital marketing is now
As shown in 2020, the trends we are thinking about can change quickly. A good attitude can also help you to face difficult times.