Gartner for Marketing is examining what companies will do with their marketing budgets post-Covid as digital marketing has become the go-to destination for brands amidst the ongoing pandemic. Many marketers have redirected the majority of their budgets to digital channels in a bid to reach homebound consumers. As such, digital channels will account for 80% of marketing budgets this year and marketers are predicting budgets will continue to increase within the next year.
During the pandemic consumers migrated in droves to digital platforms for information, connection, and entertainment. The reliance on everything digital, from websites to social media, magnified the need for brands to budget across channels. More than 70% of brands plan to boost spending for digital advertising, social media marketing, and mobile marketing.
Read the full Gartner analysis here.
Some 20 years ago the company mantra was “Cash Is King”. But in today’s digital world it is clear that “Content Is King” as described so well in the latest post from Contently.
Here are some key excerpts from the post –
- They are not just talking about top-funnel blog posts or infographics. Content that impacts just about every part of an organization. Product videos that stop you in your tracks as you scroll LinkedIn and Instagram. Case studies that make you imagine new possibilities. Customer newsletters that make you think “I’m renewing no matter what.” Webinars that miraculously don’t suck.
- To prove the point see the included graphic below –
The article states it simply at the end – Content is everything now. That’s what will bring you success in today’s world where digital contact is now much more paramount that in-person contact.
Read the full post here.
Source: Forbes, Four Tips For Revising Your Digital Marketing Strategy During A Crisis
Scott Hirsch, CEO of Media Direct, is an internet marketing pioneer widely recognized as an expert in e-commerce and the online marketplace authored this recent article for Forbes.
Keeping to your pre-Covid digital marketing strategy can be challenging during these times, but this article can provide you with some good navigation tips.
Here are my takeaways from this article –
- Stay the course. You might need to revise your plan but don’t pause or stop it. Always focus on customer acquisition and retention.
- Revise your messaging. Ensure all of the content you’re sharing is authentic and sensitive to what your audience is going through, and provide your audience with all of the information they need to continue interacting with your business.
- Provide useful news. There’s no shortage of bad news these days and we are bombarded with it daily. Be sure to share good news, especially if it concerns a member of your team.
- Stay focused on the future. I like the quote Scott added here from The Dark Knight where character Harvey Dent said, “The night is darkest just before dawn, and I promise you the dawn is coming.” A new day will come so don’t stop working toward your organization’s future goals. It’s the best thing you can do for the organization.