There is no doubt that the world is in a constant state of flux, but perhaps no year has seen quite as much change in the business world as 2020, changes that will unquestionably extend to 2021. Your business needs to be prepared for what is happening in the world of marketing in order to be successful. Here’s a preview of some of the business to business marketing trends likely to occur in 2021.
Coping with COVID-19
The impacts of COVID-19 are being felt across the entire world, and that has obviously impacted how business to business marketing will occur. Generally speaking, there are some COVID-19 related trends that every business should be prepared for:
- Businesses will likely rely more and more on digital marketing as face-to-face meetings continue to fall off.
- Marketing presentations must be built for platforms like Zoom and Skype.
- Live chat will continue to grow in importance, particularly for service organizations.
The pandemic seems to be on the upswing now, and that means these trends are likely to accelerate, potentially pushing more and more people back to a working from home environment. Marketing is arguably more important than ever, but how the marketing is done will continue to change, and many of these changes are directly attributable to COVID-19.
The Continued Importance of Video
The “pivot to video” started years ago, and it is a trend that has only accelerated. As reported by others, research by Google has indicated that 70% of business to business buyers watch or research videos when trying to make a purchase. This means that your content channels, including your social media and website, must have video. Furthermore, the video should be high-quality, professionally designed, and no more than a few minutes long. If your video is on your website, it must be in a format that is mobile-friendly, as the shift to mobile has accelerated over the past few years.
The Decline of the Post Office and Direct Mail
The past decade has obviously been challenging for the post office, but their effectiveness when it comes to direct mail continues to fall away. These concerns are a result of not only a shift in how content is consumed but the organizations continued reliability problems: Disinvestment and mismanagement have made the post office less reliable than ever. As such, people are moving away from relying on the post office and direct mail for marketing campaigns and moving more to campaigns that offer more direct control while being more in line with consumer tastes.
If you are unsure of how to navigate this ever-changing world, remember that there are full-service business to business marketing agencies available that have the experience, time, and expertise to help you succeed. Remember, the job of these agencies is to make sure that your business can be successful and handle your marketing so you concentrate on what you do best: Run your business.