VIDEN Blog Area Consulting

Marketing 2021: Strategies You DO & DO NOT Want to Measure During a Pandemic

Published: 21 January 2021

Updated: 18 May 2024

Author Image
Denis is the founder of Viden/@Viden, a data-driven strategic digital consultancy, and one of the industry experts with over 10 years of experience in digital marketing, digital strategy, and science data.
Marketing 2021: Strategies You DO & DO NOT Want to Measure During a Pandemic

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.

Do’s

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 digital strategy 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.

Read Now: Agile Marketing: A Strategy That Helps You Win in 2021

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.

Don’ts

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.

Read Now: Consumer Behavior in 2021: How to Adapt to 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.

Conclusion

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.

Get in touch

Got a question? We'd love to hear from you. Send us a message and we'll respond as soon as possible.



    By clicking submit, you agree to our Privacy Policy

    Latest Insights

    Get the tips from our experts to optimize and scale your campaigns

    6 January 2024

    How Much Do Facebook (Meta) Ads Cost in 2024?

    Discover the average cost of Facebook ads in 2024, including cost per click and impressions. Learn how to reduce your Facebook ad spend and win big.

    Learn more

    3 January 2024

    How to Create a Viable First-Party Data Strategy in 2024?

    Discover the 9 key steps to build a first-party data strategy that maximizes customer data and enhances your marketing efforts.

    Learn more

    1 January 2024

    Ramadan Advertising Guide: Crafting Effective Ramadan Ads to Reach Muslim Consumers

    Ramadan spending booms to $2.1 TRILLION! Discover innovative advertising ideas, culturally relevant strategies, and tips for creating promotions that connect with Muslims.

    Learn more

    15 December 2023

    Our Black Friday Marketing Lessons and Strategies for 2024

    How we ran Meta & Google Ads campaigns to turn $1M into Black Friday sales gold. Best Black Friday marketing strategies for eCommerce businesses.

    Learn more

    14 December 2023

    The 5 Strategies for Profitable Business Growth in 2024

    Learn the 5 strategies for growing your business in 2024 and achieve profitable growth. Increase profits, attract new customers, and dominate your market.

    Learn more

    13 November 2023

    Digital Advertising Strategies to Profitably Grow Your eCommerce Business in 2024

    Unlock the power of digital advertising to drive profitable eCommerce growth in 2024. Discover proven strategies to maximize your ROI, attract more customers, and achieve sustainable success.

    Learn more

    3 November 2023

    Healthcare Paid Search: Is It Worth the Investment?

    Use the power of paid search to boost your medical practice's online presence. Explore 6 tips for using adwords in healthcare for remarkable results!

    Learn more

    19 October 2023

    Digital Advertising for Nonprofits: Budget, Channels, and Real-life Case Study

    Discover how nonprofit organizations can leverage the power of digital advertising to reach a wider audience, increase donations, and amplify their mission. Explore effective strategies and best practices in this comprehensive guide.

    Learn more