The end of a year always makes a statement, especially this year.
Many of you might be thankful to end this crazy year and many of you may be nervous about starting a new one! In our opinion, the pandemic has added some complexity to 2021 planning for all of us. And while we wish we had a magic formula or even a crystal ball to understand what will happen next year, we instead must rely on data trends and research to start the planning process.
Prior to making any concrete marketing plans, here is some interesting data that you should consider:
- According to Forrester, “2021 will be the year that every company — not just the 15% of firms that were already digitally savvy — doubles down on technology-fueled experiences, operations, products and ecosystems.”
- A report from Gartner says that “Digital channels account for almost 80% of budgets in 2020.” We expect that number to grow in 2021.
- Thrive Global notes that 83% of people are more likely to do business with brands from which they received promo products. Imagine coupling that with the impact of digital marketing – wow!
Now that you have the data, here are three of our tips for creating a marketing plan that will help you grow your business in 2021.
1. Understand the numbers
Plain and simple, now is the time to look back at the last year (or two!) and document what really worked and what did not work.
Similarly, document what worked pre-pandemic but is no longer an option. Consider what could replace those tactics. For example, perhaps you can shift your trade show budget to at home swag boxes or influencer marketing.
2. Build flexible and adaptive plans
If we’ve learned anything from 2020, the year of the pivot, it’s that anything can happen. We expect some of the same volatility will continue in 2021. It is important that the plans you create are flexible to align with the changing environment.
3. Develop KPIs for every tactic
Without the right KPI’s in place, it is impossible to measure your success. Make sure your tracking allows you to track the success of each tactic. Use this data to test and optimize throughout the year!
Hopefully the data points and tips in this blog post will save you some time in your own research.
If we can help you with any marketing planning or implementation for the new year, give us a call. We are always happy to brainstorm!