Covid 19 pandemic has changed the world in so many ways especially the way consumers and marketing experts think.
It looks like we have started learning from zero all over again. All the dimensions of marketing style have changed massively due to the enormous changes in how it is perceived by consumers now.
People had time to educate themselves and care about issues that they were too busy to care about earlier. This has made a paradigm shift in marketing making the marketing experts alter their vision and adjust their investments accordingly.
To get an insight into the marketing leader’s world, HubSpot and Canva teamed up and surveyed over 500 marketing leaders. They asked them about where they’re planning to invest in 2021.
What they discovered from the survey was pretty clear that the marketing leaders are planning to invest their time and money for 2021 in three major aspects- Growth Marketing, Content Marketing, and Design.
While they found three concrete areas of investments, they also learned about their investments in programs, team operations, and technology due to their struggles with changing over to distributed teams, decreasing productivity, and insufficient resources.
Apart from these, they uncovered some interesting metrics from the marketing leaders:
47% have seen website traffic increase since Covid
44% have seen an increased need for design assets
67% of the team’s productivity has been impacted by COVID-driven by resources; team workload and burnout
Growth Marketing is an advanced version of traditional marketing. Growth Marketing focuses on conducting experiments and tests with different channels in order to optimise their marketing expenditure.
This type of marketing takes a comprehensive approach and focuses not only on the top of the funnel.
It is a data-driven marketing strategy that focuses on attracting customers and converting them into a loyal customer base.
This marketing model includes tactics like A/B testing, informative blogs, cross-channel marketing, SEO, etc to customise and maximise user experience.
To know more about growth marketing and its examples, click here
Content is what we watch(visual), read(text) or hear(audio). Everything we consume on our screens is considered to be content. Hence, if used correctly, it can do wonders for your organization.
Content Marketing helps you control the narrative of what your brand represents and how it should be perceived.
It is one of the best ways of marketing to draw traffic to your website and convert them into leads.
Read this blog to understand in detail about content marketing and how it will be the game-changer strategy in 2021.
Design helps content. While content marketing provides all the information and narrative of your brand, it's the design that makes an immediate impact.
Have you heard of the quote, “First Impression is the last impression”? Well, I wouldn't say it makes the last impression but the design does make a lasting impression. It's more like, “Well begun is half done” strategy.
Your product or website performs the most important function of retaining customers but it's the design that does the job of attracting customers at the point of purchase.
For a second, put yourself in customer's shoes and think of stores or websites that looked so cool that it blew your mind. You might not remember the names of these stores but you can easily recollect the labeling.
You can use designs to grab customer’s attention and feed them with brand messaging.
Design can also be graphs, charts, etc in content to help your users understand better.
Investing in design may look like a lot considering the financial crunch pandemic has brought for businesses but it's more of a strategic investment than just an expenditure. Investing in design provides long term returns.
Investing in great design makes your customers interact with your brand at the point of purchase so you won't lose them.
To read more about why you should invest in design and how can you fund it, refer to the links below:
Find out 6 reasons that will convince you why you should invest in design while making you understand how it helps your brand. Read more
While we know that design is an important investment in these times, one must also know how to fund it. Discover now
Let us know your views in the comments section below.
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Do you want to start a business but don't have money? Then this is just the blog for you. Learn about bootstrapping or self-financing that will help you build a business with no or little money. Click here
We, at OpenGrowth, are continually looking for trending startups in the ecosystem. If you want to know any further information about the startup ecosystem or have any mind-boggling ideas, do refer to the other blogs at OpenGrowth. If you have any suggestions, do let us know in the comment section below.
*Note: The content published above was made in collaboration with our members.
Ayushi is currently pursuing Chartered Accountancy. No secrets there that she loves to read! She believes words have the power of healing and is a medium that can convey like no other. She hopes to connect with people through her empathy, thoughtfulness, and by adding value to their lives.