The future of marketing has been drastically affected by the global sanitary crisis but it also brings hope for innovation and new ways to use existing platforms to achieve your business goals. Here are the trends Deck 7 forecasted earlier this year.

Although much hasn’t changed, the pivot to adaptive and resiliency planning that was delayed during better days is inevitable. Some of the highlights of various surveys from Gartner, Forrester, and Content Marketing Institute are discussed below.

Invest in Videos:-
41% of B2B marketing folk are curious about incorporating video formats into their sales and marketing strategies for the year 2020. Online video consumption is set to increase more than ever with predictions of people spending almost 7% of their day watching videos online in 2021, that’s 100 minutes spent every day dedicated to watching whatever you have to offer.

Offline Media Will Take a Back Seat:-
With fewer people commuting, above the line marketing like billboards will add lesser brand authority. Out-of-home advertising will carry lesser importance while digital displays that give brands flexibility are the favored choice so that messaging can be altered appropriately. However, it is an apt time to bridge offline to online conversions to create an integrated and omnichannel ecosystem for your business.

Marketing Technology Gains Precedence:-
Heavy dependence on marketing automation will emerge especially in measuring the efficacy of messages in various markets. As manually doing tasks doesn’t offer the same reliability it used to, crucial communication and revised health protocols will be delivered through automation.

Optimize Content for Voice Search:-
Almost 50% of future online searches are predicted to be via voice and images especially after Siri, Alexa, and Google Assistant have entered the market. With AI software now being optimized for various accents, the global popularity of voice search is set to increase. Keep this in mind when creating content so that your content is tailored for voice searches.

Qualitative over Quantitative Data in KPIs:-
KPIs have shifted and qualitative measures of engagement, especially on social media like Facebook, can help your business change strategies on the fly and adjust the tone of messaging appropriately. Brand messaging needs to find a fine balance between sensitivity and optimism and this can be like walking a tightrope initially.

Estimates state that a recovery period will emerge most likely in the middle of 2021 changing the content marketing ecosystem as you know it. There are studies conducted by various management consulting firms like McKinsey and Bain as well as other reputable sources like Harvard Business Review and McGraw Hill Research that show that finding equilibrium between investing in future opportunities and cost-cutting is the key to surviving the test of time.

There are many free and paid content marketing tools at your disposal to help you navigate uncertainties so there’s help available if you need it. If you’re unsure about where your business stands in terms of content marketing or you’re running out of content ideas, hire a content marketing agency like Deck 7 to conduct a content audit and run your next successful campaign. A whopping 84% of B2B marketers outsource their content creation process and it seems to work for them. Contact Deck 7 today to try it out for yourself.

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