What does your marketing plan for Q2 2021 and beyond look like? Here are some top tactics, strategies and considerations you should consider:
1️⃣ Double down on search (both paid and organic) as we’re seeing increased consumer engagement on search. CTR has steadily been rising since Jan 2020 and is predicted to continue to rise at least through the end of Q2.
2️⃣ Invest in enhancing your website and landing page experience in response to the influx of traffic through search channels. This means improving UX and doing conversion rate optimization.
3️⃣ Lean into zero-party, first-party and second-party data in preparation for the deprecation of third party cookies. Act early on this to avoid disappointment in 2022!
4️⃣ Partner up with other brands that share your company values and customer-set. Collaborations & fusions will expand your reach, create synergistic branding opportunities and put second party data at your fingertips.
5️⃣ Look at retail media advertising to get access to new audiences that are close to the point of sale.
6️⃣ Do Scenario Planning and practice Agile Marketing. Have a plan laid out for several possible scenarios. With the volatility that comes with the aftermath of the pandemic, global recession, changing customer needs and sentiments, it’s smart to build out “what-if” scenarios with corresponding messaging and offers. This, paired with an Agile Marketing approach, will allow you to quickly pivot when needed and be proactive rather than reactive.
7️⃣ Build deeper and more meaningful connections with your prospects and customers by creating interactive experiences – polls, surveys, quizzes, etc. The deep understanding you’ll gain from this will allow you to move away from demographic targeting and lean into value targeting by segmenting your audience into tighter, richer profiles for more impactful messaging and communications.
8️⃣ Leverage purpose-driven, sustainability-focused and inclusivity-centric initiatives. These issues are hotter than ever and consumers want to do business with brands that embrace and support them.
Things are moving faster than ever in digital and marketing! Checking in on the strategy each quarter and adjusting to the currents of change is critical for future-proofing your business.
