Covid-19 has shaped the present and the future of businesses changing the way companies operate. Many processes were discontinued, paused, or at the very least, transitioned online. When people’s lives, both professional and personal, have been altered, marketing strategies change accordingly. A great question to ask is which efforts worth measuring. That’s why we’ve prepared the Do’s and Don’ts advised by the Google team when measuring marketing campaigns for 2021.
Some pre-Covid strategies can still be continued, however, it is the right time to start new operations and campaigns that will reflect the market better.
◆ Focus on a holistic strategy – Start with your strategy audit or if lacking – it worth signing for a strategic consultancy. It can help you determine which initiative still has value and how to improve your other tactics. It can also help you look into your digital maturity, design the most effective campaigns for you, and transform your strategies.
◆ Put emphasis on major campaigns – Despite the shift in the global market, there are strategies that you should not suspend, especially if they involve essential investments. Therefore, continue the operations for critical campaigns and provide the corresponding elements for marketing metrics.
◆ Maintain your long-term key performance indicators (KPIs) – Continue to keep track of your goals and objectives as long as they are relevant, even if they might take some time. After all, they will matter more than short-term KPI targets in the future.
◆ Pretest your tactics – It’s crucial to be aware of how the audience perceives your marketing and you understand the effectiveness of it. What was in trend during 2020 may not be relevant anymore or, worse, can be interpreted in the wrong way. Marketing strategies are implemented to help make your business grow, however, they also have the power to change the image of your brand. Therefore, it’s worth making PREtesting to avoid such unfortunate effects and REtesting the strategies that you’ve run before in 2020 just to make sure they still work.
◆ Plan ahead – No one can say for sure what it will look like after the pandemic passes, so it is better to plan beforehand. This could be the perfect time for brands to build up new ideas for marketing strategies and find out new tactics, practices, and guidelines for measurement instruments. Saying that we are always open to help you leverage and activate your data with the right analytical tools.
It makes sense to pause some marketing tactics for the moment because they may not be that beneficial anymore.
◆ Don’t match market tests – Due to the differences in how various countries operate because of the pandemic, matching analytical tests would not provide accurate results. That is because the social distancing protocols for every geography vary and change at different levels and times.
◆ Avoid overestimating your strategic capabilities – While pushing forward and challenging yourself can be a positive attitude, setting unrealistic goals with minimal time can lead to more damages instead. Therefore, evaluate first if the timeline is realistic and if you have extra time for possible unexpected events in the future. It would be wise to leave room for that, considering the current situation.
◆ Don’t prioritize the current demands – Better focus on critical strategic projects with long-term objectives, however, reflect the obvious long-term shifts. After all, the market changes way too fast, and the trend passes in a blink of an eye. For example, there has been an increase in the demands for online streaming services but that may also just be temporary. Stay up-to-date and learn more about consumer behavior changes.
◆ Stop operations involving direct contact – It’s quite obvious but we decided to say it again. All face-to-face interviews, research, and tests are better off conducted online for safety purposes. However, if it is really necessary, proper social distancing should be observed all the time.
Marketing strategies have always been fast at adjusting to the ever-changing world. We have to face the challenge and react accordingly by staying agile, not only for the present but also for the future. Those are the tactics that should help businesses to get through these uncertain times during a pandemic.
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