Way back in 2019, as we wrapped up a decade and looked toward the year 2020, we had high hopes and big aspirations, didn’t we? 2020 had all the markings of an epic year, or so we thought. Then the events unfolded in a way none of us could have predicted, in a way that impacted nearly every business, in every industry in some form or another.
2020 is a year that was, no doubt, tough for all of us – in our personal lives and in our business lives. As it rolls closer to the end, we might find ourselves wishing it away and looking toward the horizon for a fresh start and better times ahead. It is natural (and only human) to wish for a brighter tomorrow after this year we’ve had, but I propose a challenge. Let’s review and reflect on 2020 and some of the lessons we’ve learned from this collective experience. What has weathering 2020 taught us (so far)!
Industries like retail, travel and restaurant have been hit the hardest and are still trying to forge ahead in the “new normal.” There have, however, been many casualties. Manufacturing firms are battling with supply chain issues as the impacts of the pandemic have been global, wreaking havoc on production schedules. Investors have tightened their purses with a cautious eye toward the remaining days of the year that bring the winter months. Other areas have found new ways to flourish and support the demands of consumers, such as grocery services, delivery services and residential real estate. The impact on business by the pandemic and many other events in the year 2020 have been profound. Let’s drill down on some of the digital marketing lessons we can take away from 2020.
X Digital Marketing Lessons 2020 Taught Us
Our online storefront should always be ready.
We knew long before COVID-19 ascended in our society that online presence and e-commerce storefronts were important, but many big brands had prioritized their brick and mortar sites over their digital channels. 2020 and all its impact shined a light on those who had neglected this channel. Retail brands, like TJ Maxx, Ikea and Ross, who have largely ignored their online shops felt the pain when all shopping went abruptly online. Those brands who had already mastered the online shopping experience stepped into support the demand (i.e., Amazon and Walmart).
Thinking outside the box is not just a cliché; it could be what saves your business.
The impact of 2020 forced us to think outside the box and find new ways to add revenue to our businesses. From offering education classes online to adding delivery services, brands in all industries started to get creative to survive. Xandra Marketing saw a need in its client community and added online mastermind classes, podcasts and webinars to its offering to help business owners strategize during a challenging time. Other examples of thinking outside the box included:
Craft beer breweries delivering quarantine survival kits.
Upscale steakhouses transforming into butcher shops.
National parks, museums and cultural venues offering virtual tours and events.
Communication is key.
It became abundantly obvious that communication was the key to survival in this time. Authentic, clear updates and reassurance was what our audiences craved. Social media usage soared, and those organizations that communicated effectively with their audiences were able to create and/or strengthen their community – reinforcing just how important communication is.
Knowing when to charge and when to offer free services.
Finding the balance between community service and revenue streams was uncharted territory for many organizations who wanted to give back. Toggling between free offerings and tastefully revenue-oriented services and products was essential to survival during this period. And, it may have taught us a thing or two about maintaining that balancing act going forward.
Xandra Marketing is a boutique digital marketing firm made up of a robust, talented team that helps businesses face whatever challenge is at hand. From lead generation to brand development to leadership coaching and strategy consulting, we can support your business goals in 2021 and beyond.
