As the world begins to tiptoe back to normality, search marketers across the globe are facing a new landscape. Post-Covid search trends are starting to rise and the biggest connector of them all is the need for marketers to adapt and evolve to meet the new consumer. B2B marketing is very different in 2021, mainly due to marketers having to reassess everything they knew about B2B strategy as the pandemic raged on. Here’s just some of the trends we’re keeping our eyes on in 2021 and beyond…
• Digital Reliance
During a time where there was no other option than digital for many services, consumers embraced digital alternatives to in-person events. 2020 saw a huge influx in the sheer amount of digital content created each day, from webinars and videos to virtual events and conferences. The only way to connect with customers was through these digital channels and businesses cannot slink back to their previous offerings now that we’re starting to step out of the woods. A 2020 survey by The CMO found that 84% of people placed an increased value on digital experience, which means that B2B marketers must continue to provide a digital first offering to remain relevant in 2021.
• The Evolution of Content Marketing
A digital first offering for B2B businesses must include an emphasis on content marketing. An August 2020 study by Statista showed that 27% of viewers worldwide watched more than 10 hours of online video content each week, with many organisations shifting to video as a way of presenting normally text based content. Short videos proved invaluable to businesses looking to keep on top of their consumer engagement as did webinars and podcasts. For those looking at improving their content marketing efforts in 2021, the key word is ‘interactive’. Quizzes, surveys and even the use of virtual or augmented reality are integral to really getting people interested in what you have to offer.
• The Rise of AI
Machine learning and automation are quickly becoming the norm in sophisticated marketing campaigns. Not only do they help marketers do ‘more with less’, automated tasks can also help save budget and boost reach. For search campaigns, the use of smart AI can aid everything from segmentation, targeting and personalisation to predictive analytics and even generating some aspects of content. It’s expected that the AI industry will reach the £22.6 billion mark as it continues to spread across the globe and we predict that without some form of automation, businesses will find themselves out performed by competitors.
• The New Customer Experience
During the pandemic, marketers had to offer their customers solutions to their problems with many switching efforts towards their customer service offering rather than solely gathering new leads. Compassion was key in 2020 and we carry that over into 2021 as customers continue to seek out brands that demonstrate that they put them first. Retention is key in 2021 and being able to keep customers engaged with personalised experiences is integral to proving you know what your customer is going through. Regular updates to blogs, social media channels and to online content resources are all great ways to stay relevant and ensure you’re keeping current customers as well as attracting new ones.
At Search Consult, we know that when it comes to B2B marketing – if you’re not ahead of your competition, you’re falling behind. 2020 taught us all that if you’re not willing to adapt, evolve and even pivot your current marketing efforts, you’re going to miss out on a spot in the new search landscape. Want to know how we can help boost your marketing in 2021, get in touch with the team today.
