Top reasons you need a digital marketing strategy in 2021
Top reasons you need a digital marketing strategy in 2021
What a year it has been! In a year full of changes — from new privacy policies, the accelerated digitalization of brands, altered consumer behavior due to the pandemic — marketers have been asked to do more and with less. But this isn't a bad thing. In fact, it's a good thing.
Marketing has always been around with every product or service we purchase. But now, as 2020 approaches its year-end and planning for 2021 begins, Before finding the Best Digital Marketing Company in Bangalore know how Digital Marketing will play an even bigger role within businesses and brands.
Is marketing a nice to have or a must-have?
As said before, 2020 has been a year where the role of marketing has been crucial. Many brands (finally) shifted their communication into a consumer-centric structure; others opened up new channels, from social media platforms and e-commerce structures to new retail partnerships. More people understood the value of building up a community. All of this was driven by marketing teams.
Marketing is not about creating Facebook or Instagram posts regularly or creating promotions for consumers to purchase your products or having a newsletter subscription. It is way more than that. Marketing is about building relationships with your audience while meeting your promise as a brand. In other words, it is about convincing strangers why they need your brand or product regularly.
Here are five reasons why you should make marketing a priority in your 2020-2021 plans:
1. Building a relationship with consumers is the best investment a brand can make.
Consumers feel the need to relate to brands more than ever. They need to identify themselves and their values with the brand. It's not just about feeling a connection to the product itself. Building relationships takes time. Just like with human relationships, it's not only about saying, "Hi, nice to meet you," and then never following up. It's about keeping up and building the relationship over time with consistency and, in some cases, patience.
2. Brand differentiation has become more important.
Brand proliferation was already a problem for consumers. For decades, big companies kept on launching line extensions with no or barely any innovation at all. The pandemic accelerated the entrepreneurial spirit of many. As a result, a bunch of "new" products were introduced to the market. Sadly most of these can be considered "line extensions" but with a small differentiator — they're locally produced, more eco-friendly or have a better design or sense of community. In essence, 90% of these products fix or solve the same problem, just in a "nicer way." On the one hand, this is great. We have more and better options according to consumer beliefs, but on the other hand, it over-saturates channels even more. In terms of marketing, this means communication channels have more brands delivering more messages and ads to the same people, and we're seeing more but similar options on retail shelves, on and offline, in the same or less space. So brands now, more than ever, need to find their promise and market it as a differentiator to consumers.
3. The right marketing can help you to stand out.
In a digital-first world, boosted by Covid-19, brands need to stand out and be a reference in a crowded environment where there's more competition for consumers' attention. Standing out is not necessarily about offering a different product, as discussed in the previous point. Standing out is about what goes into day-to-day brand development with relevant content, relevant promotions, relevant channels and relevant ways to activate consumers' decision-making process, from awareness to promotion.
4. Consumers are looking for a sense of belonging.
It's not about purchasing a product; it is about belonging to something greater. More than ever, consumers want to feel they are buying something that makes them part of a more significant piece. This feeling is not necessarily about social responsibility or designating a percentage of your revenue to charity or a cause, but rather about presenting your brand as a whole ecosystem and not just the creator of a product. Whether it is feeling accepted, proud or satisfied on a personal or community level, brands need to take their audience and consumers to an entirely new level of belonging and a single transaction does not achieve this.
5. Marketing can help you to be one — or three — steps ahead.
For many brands and companies, 2020 was all about reacting. Being reactive puts you not one but three to five steps behind your competitors. Your need to strategize, plan, and deliver while at the same time take advantage of current trends and opportunities. The more efficiently you plan, the more time you will have left to identify quick wins and react to them. Building up a brand is not about reacting to the market or competitors but about getting an edge that puts you above the rest.
Results don't happen overnight; they happen over time. This doesn't mean you need to wait months or years to see them. While tackling and building upon these five points, you will start seeing opportunities for quick wins. This low-hanging fruit allows you to know you are on the right track and/or serve as a checkpoint along the road to achieving your strategy and long term equity. Make sure you measure, adapt, and become efficient. Brand development needs to have a dual mindset, a clear focus on today, and an aggressive build-up for the future.
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