COVID-19 pandemic has caused many digital marketing agencies to modify and re-examine their marketing strategies and processes. Hence, the digital marketing landscape is not what it was at the beginning of 2020. Coronavirus is the reason some trends are accelerating and moving to the forefront. As a business owner, you should partner with a digital marketing agency in Toronto that embraces the acceleration of Digital, AI and Automation, and Customer-centricity to stay competitive.
Uncover these trends and ask your marketing agency to address them in 2021.
Account-based Marketing (ABM)
ABM is a type of business marketing strategy that focuses on identifying accounts (companies) that are suitable for ideal clients rather than targeting the entire industry. AMB strategy helps:
- Improve marketing ROI
- Drive attributed revenue
- Generate more conversions
- Produce qualified leads
- Align sales with marketing
Marketers working in ABM focus their marketing and sales efforts on only a few key accounts. It allows them for stronger personalization and event individualization in marketing to drive more sales conversions.
Terminus’ research reveals that in 2019, only 23% of their respondents had no active ABM program, but in 2020, the number had gone down to 5.8%. With ABM, salespeople and marketers concentrate just on depending and improving their relationships with those accounts.
Since in-person events are not possible due to safety concerns, asking your marketing agency to turn to virtual events, videos, and digital marketing channels to connect with your customers is a smart move.
If we go by the CMO Survey from June 2020, we find:
- More than 80% of marketing professionals surveyed, observed an openness among customers to innovative digital marketing services during pandemic.
Before COVID-i9, digital tactics might only be part of an overall marketing strategy. Now markers are embracing more of a digital-first focus to stay ahead of the competition.
AI, Machine Learning and Marketing Automation Tools are optimum to perform more with less. It saves on budget and expands their reach. Using these tools, your marketing team can add in segmentation, targeting, personalization, predictive analytics, lead scoring and even gathering content.
According to Statista,
- The global AI software industry will witness more than 50% of growth every year.
Statista further estimates AI Software Market to reach nearly $22.6 billion with extensive adoption across the business world. Businesses whether big or smalls will use AI and Automation.
Content Marketing Importance
The importance of content marketing is growing because prospects and customers are consuming more digital content than ever.
As per the Statista report in August 2020, the type of content prospects would like to consume are short, informative videos.
- 27.2% of viewers globally watched more than 10 hours of online videos on a weekly basis in 2020.
Note that videos are not the only option. Webinars have taken a more valuable place than live events during coronavirus.
Statistics from Edison Research and Triton Digital show that 2020 has seen an average amount of time and users spent listening to podcasts rise to 6 hours and 40 minutes.
- Quizzes, infographics, surveys, and more interactive content are helpful for your brand to stand out.
- Use of Augmented Reality (AR) or Virtual Reality (VR) has the potential to immerse your audience in your brand.
- Written words are not less important. Marketing professionals are reaching out via emails or publish thought leadership and blogs.
It is good to invest in SEO and SEM, particularly in three key areas: Search intent (the primary goal of a search query), semantic search – it is a search that focuses on the search queries meaning instead of usually on keyword matching and voice search – is the use of voice command for a search query.
Jivaso is one of the fastest-growing digital marketing agencies in Toronto to apply fully digital solutions using AI, Machine Learning and Marketing Automation Tools to positively grow your bottom line during COVID-19.