{"id":130950,"date":"2020-06-24T10:01:57","date_gmt":"2020-06-24T09:01:57","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=130950"},"modified":"2020-06-24T10:30:11","modified_gmt":"2020-06-24T09:30:11","slug":"how-to-win-the-game-when-the-rules-have-changed-marketing-in-2020","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-to-win-the-game-when-the-rules-have-changed-marketing-in-2020\/","title":{"rendered":"How to win the game when the rules have changed \u2013 marketing in 2020"},"content":{"rendered":"

This guest post comes from Dominic Baliszewski, co-founder of YOURS . SINCERELY<\/a>.<\/em><\/p>\n

The impact of this year\u2019s unpredicted events in the marketing and PR world has been huge. As co-founder of marketing and comms agency YOURS . SINCERELY, like many of us in the industry, understanding what good looks like in the \u2018new normal\u2019 is essential for my day-to-day life. In an effort to explore this, we\u2019ve looked at some emerging insights below and will be discussing these in more detail with founders and UK business marketing leaders on 2 July \u2013 sign up for free here<\/a>.<\/strong><\/p>\n

The biggest change our industry has ever seen<\/span><\/strong><\/p>\n

Marketing is always evolving and changing \u2013 but this usually takes the form of innovations moving to the mainstream over months and years. As marketers, we all have a fairly good understanding of what works and what \u2018good\u2019 looks like.<\/p>\n

Want to build a killer marketing strategy? No problem, start by understanding the audience, defining the objectives and then building a channel plan involving tried and tested tactics.<\/p>\n

Then, in March this year, everything changed \u2013 with this impacting PR and marketing professionals in a big way.<\/p>\n

At the end of Q2, as lockdown began, entire industries were suddenly paused and the wider marketing landscape saw the biggest shake-up it has ever seen \u2013 and all of this happened overnight. Major advertisers (like travel and leisure) pulled budget, leaving some inventory at record low prices with this balanced by certain channels practically worthless \u2013 after all, who wants to pay for a billboard if no one is walking past it?<\/p>\n

Marketers across the UK, and the world, were forced to rip up their marketing plans for the year and spin on a dime \u2013 but the landscape had changed, and all the previous wisdom about what works was no longer valid.<\/p>\n

What\u2019s working in the new normal?<\/span><\/strong><\/p>\n

The good news is that we are now seeing some consistency in trends emerging, and some good insight into what works:<\/p>\n

The ever-growing importance of authenticity<\/strong><\/p>\n

Prior to lockdown, people were increasingly engaging with brands who were honest and transparent in their approach, and this has only been accelerated by the period of uncertainty. Only by delivering an authentic message that clearly communicates how your product or service can help will you truly cut through the noise.<\/p>\n

The importance of reputation\/network (particularly in the B2B space)<\/strong><\/p>\n

This relates to the above, but during periods of disruption, people want to buy from brands they can rely on, and work with people they trust. In order to win, your brand needs to have values and stick to them across your marketing and product\/service delivery. People have long memories and will remember how brands behaved during this period.<\/p>\n

Gone are the long creative lead times<\/strong><\/p>\n

Got a fab creative showing people loving your \u2018in-store\u2019 experience that you\u2019re planning to run for the rest of the quarter? Uh Oh! The world is changing at an insanely fast pace and marketing messages can become rapidly out-of-date. Those that are winning are prioritising rapid adaptability and streamlined processes.<\/p>\n

The growing importance of digital (but doing it \u2018right\u2019)<\/strong><\/p>\n

With eMarketer research showing that people are spending more time than ever consuming digital media during lockdown, and this pattern likely to persist as more people opt to work from home after lockdown, this is where advertisers need to be, now more than ever. What\u2019s changed is the growing importance of targeting. With digital saturation, getting the right message to the right people at the right time is key.<\/p>\n

Sticking to your brand values and identity<\/strong><\/p>\n

How many creatives have you seen talking about \u2018social distancing\u2019? Generating cut through is all about talking to your audience and generating a response \u2013 something that doesn\u2019t work if you\u2019re saying the same thing as all of your competitors. Those telling their own story have seen this pay big dividends.<\/p>\n

These trends are just a snapshot and, while there are no quick tricks, we are beginning to see brands thrive following changes to their marketing strategies.<\/p>\n

To try and better understand what is working in the new normal, we\u2019re hosting a panel discussion on 2 July with founders and senior marketers from a range of businesses. Find out more and sign up here<\/a>.<\/p>\n

Dominic Baliszewski is co-founder of YOURS . SINCERELY, a comms and marketing agency that works with clients to offer a hybrid of PR and digital marketing services. Dominic has a wide range experience in marketing\/PR and commercial disciplines, previously working for MoneySuperMarket group as well as running the consumer team at a global Fintech and investment business. You can find more information about Dominic, and get in touch, via LinkedIn<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The impact of this year\u2019s unpredicted events in the marketing and PR world has been huge – understanding what good looks like in the \u2018new normal\u2019 is essential.<\/p>\n","protected":false},"author":423,"featured_media":130954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3531],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/130950"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=130950"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/130950\/revisions"}],"predecessor-version":[{"id":130959,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/130950\/revisions\/130959"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/130954"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=130950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=130950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=130950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}