OK, so now what? Clearly, it’s been a strange and unusual year.
But many of the lessons of 2020 will remain true through 2021 and beyond.
Here’s what we see:
Tech marketers are very able to adapt, and respond effectively to audience’s changing needs. Most have treated this year as an opportunity to experiment – and that creative approach has paid off.
It’s striking how the groups that were most open to creativity and design in their marketing also saw the best results when the chips were down. Correlation doesn’t imply causality, but it makes sense that creative approaches stand out in a time of change.
Large enterprises had the edge because of their digital experience, and freedom to create. But having caught up with new digital channels, the rest of the industry should now have the technology in place to focus more on creative solutions in future.
Basically, the bar is about to be raised again. Because now the case has been made, using creativity becomes less of a risk.
In other words, what was once “brave” is now just good business sense.
The final word from our experts
What happens now?
“People expect personalised engagement now, because the B2C world has entirely transformed what we anticipate from a consumer experience. And some people may think, ‘well B2B is different’ – but it’s not. Digitisation has changed the parameters of what customers are looking for.”
Global Enterprise Marketing, Nutanix
“People are in the mood for change and to try new things. But it’s important to try and be authentic with your risk. Every crisis opens a door of opportunity and it’s really good to be alert to that fact – but you also need to be true to who you are.”
Head of Marketing, Amadeus NDC
“We are looking to evolve our positioning to appeal emotionally as well as rationally to our buyers. We do sell product but we also provide the support customers need to grow their businessess, run them effectively and look after their employees.”
Marketing Director, IRIS Software Group