So we’ve said ‘so long, farewell, auf wiedersehen, goodbye’ to 2020 and we’re now staring down 2021. There has been a sea change in marketing activity, with businesses across the globe embracing digital like never before.
In the past, new year has generally meant new marketing plans. But how do we plan? In the last 10 months planning has become quite fluid, we’ve had to be reactive rather than pro-active. Marketing can often be cyclical but with ever-changing consumer behaviour, marketers need to be on their toes.
Agility – (not the type from Crufts)
Get warmed up! Being agile in 2021 is key. Agility isn’t anything new but it will be fundamental in 2021. Adapting your marketing swiftly and efficiently as consumer needs evolve will increase customer retention and should increase growth.
The businesses that have managed to reset themselves are the ones that will be successful, especially if they have managed to do it in a short timescale with less resource. We recently wrote about marketing in a crisis, highlighting that with less resource and reduced marketing investment, it’s important to look all aspects of marketing spend and activity. The ability to pivot your marketing strategy in difficult times will ensure that as a business, you stay relevant to your market.
Data, data, data
The much-coveted, holy grail of marketing. Marketers want customer data in order to shape campaigns and personalise customer experiences. Larger businesses have often had teams of researchers and analysts to manage customer data.
But new technologies are allowing data to be much more accessible and manageable. Marketing teams who have embraced these new technologies have gained a significant competitive edge. They are in a position to offer customers a personalised experience, which in turn leads to greater customer engagement.
Marketing teams that have the ability to understand customer data and adapt their marketing activity to reflect their behaviour are the ones that will be successful in 2021.
The ability to better understand data means there’s no excuse not to embrace personalisation. This last year has taught us that lack of physical human contact, has increased the need, and want, for personalisation. We’ve not had a stat yet in this article (!) so here goes – a whopping 72% of consumers say they will only engage with marketing activity that is personalised. In the current situation, by offering a tailored shopping experience to customers, you’re going to increase brand loyalty.
There has been much doom and gloom over the last year but if marketers use this access to data in the correct way, they can customise activity and messaging to make customers feel valued. Recommend purchases and give them stock level updates, use geographic data to give local lockdown level updates and share local store delivery information. It’s the small things that will help you retain customers. They want to know they buy from a business that cares about them and isn’t all about the hard-sell. Taking the time to understand what is important to your customers will be beneficial in the long run.
Digital has taken the world by storm over the last 10 years. Any successful business will have a solid digital marketing strategy in place. But 2021 will demand a first-class digital offering.
Using digital correctly makes marketing activity more agile, more cost-effective and more impactful.
We’ve already highlighted the importance of personalisation. Using digital to treat consumers as individuals rather than one giant demographic group is the key to success. Get to know your audience and their needs, nurture them and in turn, they will gain further trust in you and your brand.
Live Stream eCommerce
As we’ve said digital marketing will be the priority. But have you heard of live stream e-commerce? Yes, you read that right. We have been watching this trend from afar and it looks like it is going to be big!
A live ecommerce platform lets customers buy via live-stream i.e. purchasing exactly what they are viewing in real-time. Technology never ceases to blow our minds! Look at software that can be integrated into your website. Being seen to create better, faster customer shopping experiences can only be a positive.
So 2021? New year, new challenges. Keep focussed and share your goals with your agency. When we say ‘agency’, we mean us! We want to help you gain and retain a competitive edge and build greater brand loyalty. Come and talk to us, we’re with you every step of the way.
WIN a Luxury Chocolate Easter Egg. For a chance to win, please search high and low around our site for the SIX colourful EGGS you see at the top of our Insights article. Don’t get too Egg-cited as the ones above don’t count.
Brand love – is that really a thing? Think Coca-Cola vs Pepsi, Android vs Apple. There’s some hardcore loving from some of their customers. But those brands have spent a long time creating the fundamental requirements for a relationship – trust, loyalty and respect.
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Launching a website is always an exciting time. You’ve put in all the hard work – now you get to show it off to the world and start receiving visitors.
However, it can also be a stressful time. How do you know that you haven’t forgotten something important?
With over twenty years in the jewellery business, Clare Blatherwick is one of the most experienced jewellery professionals in Scotland. Before launching her business in 2017, Clare spent 10 years as Head of Jewellery in Scotland for Bonhams, one of the world’s largest auctioneers.
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A year is a long time in politics apparently. But it’s also a long time in terms of websites.
If your website is anything over one year old, then it definitely needs refreshed. If it’s over 2-3 years old, it may well need revamped entirely.
Who remembers Google's logo before 2015? Really? Animation was starting to creep into marketing and in 2015 Google introduced its new animated logo marking the beginning of a shift change in online branding. Since then, there has been a steady increase in the use of animation.
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18! That means we’re grown-ups now right? We like to think of it more that we started out as a fledgling business and we have matured and evolved over the last 18 years. It’s been a great journey so far – in fact, we still have our first client that came on board 18 years ago.
Well this has been an interesting / challenging / what just happened (delete as appropriate!) few months…
But we are seeing a glimmer of light of what we think is the new normal.
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Don’t panic, we’re not channelling ABBA. Well, not today anyway.
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Bruce Stevenson has been one of our longest standing clients and we have evolved the look and feel of the business over the last 8 years.
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You’ll know by now that Team PC love a stat – and the bigger the numbers the better. So here goes…
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All we’re hearing today is about blue Monday and how it’s the most depressing day of the year. Pah!
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Have pen, will travel. Think about it, how many times have you been given a pen by a supplier or client? Or how many times have you inadvertently picked up a pen and popped it in your pocket after using it? Not in a kleptomaniac sort of a way – but more as it’s an automatic reaction.
“Knowledge is of no value unless you put it into practice”
Anton Chekhov must have known a thing or two about knowledge graph panels. Or maybe the 19th century was a bit early…
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Easter egg hunts are always fun. Being on the hunt for, or managing, several agencies to work together is definitely not fun.
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But we’ve always also been firm believers in loving what we do. For over 16 years we’ve spent time crafting great design and it’s been fantastic.
Founded in Edinburgh in 2003 by Nigel Kennedy, Appetite Events has grown in size and reputation, developing into a business with a wealth of experience and a depth of knowledge essential to running a successful events company.
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Design isn’t just about your logo or how you decorate your office, it’s a way of thinking and allowing your business to thrive, creating new products and developing relationships with new customers.
Too many of us follow the crowd. We stick to the rules. We conform.
Yet, we know that creativity makes the difference between a mediocre business and a great one. The difference between success and failure.