Planning your Digital Marketing Strategy for 2021

Reality Check: We’re Covid-Fatigued Too

Allow us to clear the air quickly. We’re all feeling Covid-fatigue.
The original plan for this post was to focus on the future, leaving the pandemic behind us (where it belongs). The reality is that Corona’s changed digital marketing for good. It’d be remiss to ignore this fact in our 2021 planning.
P.S. In case you’re wondering, here’s what goes into a digital marketing strategy and why you need one.

No 2020 digital marketing strategy had a “global pandemic” section. However, we’re willing to bet our bottom dollar that the companies with a digital marketing strategy fared way better than those without one.

To better inform your 2021 planning, here’s a look at what’s changed, what’s trending and what we expect for the future of digital marketing.

The Impact of Covid-19 on Marketing and Advertising

For a split-second, almost everyone had the same knee-jerk reaction to the crisis. Cut marketing spend. Very few instinctively knew to lean into digital marketing.

Digital Marketing Becomes An Imperative

None the less, it wasn’t long before businesses world-wide were forced to expedite their digital transformation plans. Following this, the realisation that Work From Home (WFH)—and subsequently, shop-from-home and socialise-from-home—means that the only way to gain brand exposure is online. Now, more than ever before, brands without online presence exist only in the abyss.

There’s Reason to Celebrate

The upside of the digital surge is that many businesses finally saw the benefits of digital marketing (which they would have otherwise missed). Content costs less to produce, less to flight; there are shorter lead-times and conversions are measurable!

Digital Marketing Strategy Tip: Balance Digital Advertising and Content Marketing.

Digital Advertising is far more cost-effective than conventional advertising campaigns, but you can offset spend even more by incorporating content marketing into your mix.

Digital Marketing Strategy Tip: While we’re Talking About Content…

Consider expanding your content marketing bouquet. Learn about how your audience likes to consume content – do they watch videos? Are they partial to attending webinars? Podcasts are still proving popular despite the decrease in commuting.

Competition Is Fierce

One of the best advantages of digital advertising is also the biggest challenge. Its affordability lowers the barrier to entry—so there are more competitors.

How do you get ahead when everyone’s trying to do the same thing?

Focused Targeting

The Internet is vast; there’s more than enough room for everyone. As for those that want to gain on your marketing share, the answer is simple: focused targeting.

The more you know about your target audience, the better. It means you know where to find them, when to speak to them and what to say that will compel conversions—no more spray and pray.

Digital Marketing Strategy Tip: Research and Competitive Benchmarking Are Crucial

Every digital marketing strategy worth its salt will be built on accurate market research and competitor benchmarking.

It’s Personal

Your audience KNOWS you know them, and they expect you to put your knowledge to good use. There’s no more room for impersonal brands.

Consumers want to be seen, understood and loved. This year you should pour all your effort into personalisation and marketing with a WAD of empathy.

It can only hold you in good stead. The power of a loyal customer who will endorse and refer your brand online is immeasurable.

Digital Marketing Strategy Tip: Invest in Customer Relationship Management (CRM) Software.

Read, Why Customer Relationship Management Software is the Best Gift For Your Business.

Act Fast

Consumers have grown accustomed to instant gratification.

Automation enables brands to respond timeously, creating a good impression while alleviating the burden on internal resources. This once again reinforces the need for a decent CRM system

Your digital marketing strategy must provide for ways to quickly respond to changing market conditions (further lockdowns or new safety protocols) and communicate such changes effectively.

Digital Marketing Strategy Tip: Think First To Market

Invention and innovation should be your bywords in 2021. Technology is changing rapidly, and you’d be hard-pressed to find an audience that doesn’t want to be a part of it. If you can develop virtual experiences or launch new digital-first products, do it! Provided, of course, the idea is backed by sound research and your “to market” strategy is rock-solid.

Start Building Your 2021 Digital Marketing Strategy

If you’ve never built a marketing strategy before—or if you’re uneasy with what one looks like in the “new normal”, then you’ve come to the right place. We specialise in facilitating established business with their digital marketing transition.

Our all-encompassing service includes market research, strategy building and implementation. Our extensive, expert resources can assist with any advertising and content creation needs. Let’s put your brand on the digital maps.