Where Savvy Businesses Should Allocate Marketing Spend in 2021
It’s no secret that 2020 put brands in a big bind when it came to marketing and increasing sales during a time when many small businesses were failing and millions of Americans found themselves out of work. In order to survive, a massive shift occurred, from traditional advertising and in-person events to overwhelmingly online efforts.
Savvy businesses should expect this trend to continue in 2021, simply because we’re not out of the woods yet. We still have a way to go before “normal” returns, and in the meantime, technology is making things previously believed impossible not only possible but commonplace.
Investing in many of these new technologies will be wise, not just because we still have months to go before the pandemic becomes a thing of the past—finally. However, after significant investment into these new (or improved) tactics, we can certainly expect them to stick around and perhaps continue to evolve as we slowly blend them back in with traditional techniques.
Marketing automation is nothing new, but it does continue to evolve according to the specific needs of marketers and the changes in buyer behavior. Automation has made it possible for marketers to track buyers throughout the entire purchasing journey for several reasons, with the most important being to provide the most relevant experience possible, whether through the content provided, the product information shared, or contact from a sales professional at just the right time.
Expect automation efforts to increase in 2021, starting with the use of AI for chatbots and email responses. Machine learning programs will make it possible for marketers to continue guiding consumers through the buyer’s journey without the need to be physically aware of and available to every website visitor.