Building trust, finding a brand purpose and engaging customers are some of the keys to getting A’s in marketing this year.
Definitely, 2020 has given a turn to the marketing strategies of companies. As a result of the arrival of the coronavirus and the changes produced in consumer behavior, brands have had to adapt in order to continue accompanying their customers in an unprecedented situation full of uncertainty.
Along this path and in response to the new habits derived from the overlapping restrictions on the pandemic, many companies have focused their efforts on the digital universe and have redefined their strategies.
With the coronavirus still setting the pace of our lives, in 2021 it is time to continue reinventing ourselves to achieve marketer success. From Tim Boughton, Co-Founder and CTO of Mention Me, and his article for The Drum, we review 5 ways to help marketers score well in 2021.
1. Build trust
Trust is crucial to successful marketing, especially after this difficult year. In fact, 70% of consumers believe that brand trust is more important now than it was in the past, according to the 2020 Edelman Brand Confidence Barometer.
When times get tough people want brands they can trust“Says Boughton. And for this, consumers trust their friends: 51% trust the recommendation of their friend or partner more than any other advertising.
2. Engaging customers in a meaningful way
During the pandemic, generic messages from the brands that offered support were eliminated almost immediately, the opposite of what happened with those of those brands that took the time to speak with your clients from sincerity and reflection.
Companies must launch communications aimed at specific segments and content adapted to each of them. For example, a welcome discount to a new buyer or new recommendations to a recurring one.
Communication must be, Boughton recalls, two-way, giving weight to user-generated content and responding to their comments. On average, companies with effective engagement strategies increase customer revenue by 23%.
3. Offer optimal digital experiences
Many were the people who turned to the online world to make their purchases in 2020 comfortably and safely. However, brands should not settle in and stop pushing online shopping. For this, it will be essential ensure a smooth digital experience.
First of all, the website must be easy to navigate and transparent, in addition to being up to date. From there, brands must think about how to offer added value in the customer journey with virtual experiences or surprises, for example.
Brands will be able to take advantage of the moment when the customer is on the order confirmation page to ask them to recommend it to their friends, comment or follow on social networks.
To complete the experience, do not forget to show consistent messages on offline channels and on packaging.
4. Find the brand purpose
In 2020 the brands that did not fulfill their promises were singled out, such as Boohoo, Amazon or Arcadia, while others have stepped up. These included Brewdog, which produced hand sanitizer, Pret, which provided free hot drinks to NHS workers, or Glossier, which donated a million dollars to the Black Lives Matter movement.
Boughton calls these actions “smart brand building.” Consumers are now much more aware of where they spend their money: 3 in 4 consumers are more likely to buy and recommend brands that responded well to COVID-19.
Short-term marketing actions such as paid advertising or sponsored posts are still part of the business strategy, but should not be the marketing strategy. Success will come from incorporating a brand purpose.
5. Track the most important metrics
To navigate this changing situation, brands will need to identify the most important metrics that will be able to guide you when strategically adapting your offer.
“If you’re a challenging brand that suddenly got a lot more clients in lockdown, focus on retention. If you are a brand developing its e-commerce offering, focus on online ordering, ”explains the expert.
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