The Digital Marketing Lessons we learned in 2021

Here we are at the end of 2021. Whether this year was good or bad for you personally, we can all agree that 2021, like 2020 before it, was another year of challenges. Going into 2022, there is an opportunity to improve from the lessons learned over the past two years. Wouldn’t we all like to look forward to better digital marketing in the coming year? I think so!

The Main Lessons from 2020 and 2021 for Digital Marketing

While we can’t predict the future, expect the unexpected.

No one in 2010 or 2015 would have bet that 2020 would begin with a global pandemic. Nor are we suggesting that such a doom and gloom outlook is what to take away from this. But the lesson in overplanning for preparedness is one that can be applied across business and life.

For digital marketing, assuming that the same linear path forward is an easy way to get left behind. Just like stalwarts who refuse to engage with new technologies because paper mailers and billboards still work, pretending that because things are going well now doesn’t mean they can’t go wrong in the future are fooling themselves.

So what can we do as digital marketers? Should we jump on every new bandwagon? Of course we can’t! Most of us don’t have the budget or time to do so. However, keeping an open mind and trying out new technologies or strategies that make sense for your business is an effective way to continue reaching new customers while remaining relevant. ​

You’ll also want to make plans in advance for the upcoming year (hint hint wink wink). These plans won’t be a document set in stone. You’ll still need to pivot when the market or your business needs to adjust. But having a plan will help you be prepared for what’s next. And having an exit strategy and a “when the sh*it hits the fan” plan certainly aren’t bad choices either.

Flexibility and adaptability are effective survival strategies.

How tired are you of hearing about flexibility and adaptability after 2020? Not yet? Good.

It goes without saying that most businesses adjusted or threw away their plans for 2020 entirely in order to survive or thrive in the COVID-19 pandemic. Technology companies benefited from work from home orders and teams working remotely. Toilet paper companies famously also did well (remember the stockpiling shortages?).

But ad and marketing budgets are historically the first things to be cut from the budget when the market takes a downtime. That creates a vacuum, actually making it the ideal time to be marketing and advertising. Remaining flexible to go against the grain was an effective strategy last spring and summer when most businesses slashed their marketing budgets.

Adapting to changing consumer tastes was another thing we took away from 2020 and 2021. While some teams remained remote, other offices opened back up in 2021, creating pockets of office workers, remote employees, and hybrid teams. Cultivating your products and services to meet those people’s needs in the new reality showcased adaptability.

Omnichannel marketing is now.

“Omnichannel” may sound like an alternative new name for the Facebook company, but it really refers to the multi-channel method of reaching and connecting with consumers across multiple platforms.

For example, a large department store may maintain a large physical storefront. But they also have a website that clients can access anywhere and anytime. Clients can return online purchases in store, or try on showpieces in the store, while ordering their preferred size and color from a salesclerk using a mobile shopping device. If a customer has a problem with an order, they can connect with a chatbot on scheduling a return or a customer service agent through Facebook Messenger about how to properly use a service.

That one business is implementing an interconnected web of available products and services to best meet their clients where they are at. And while this sounds futuristic in theory, today’s consumers expect this level of transparency and interconnectedness from their favorite stores and brands.

This has become exceptionally important in 2021 as the global logistics and shipping realm continues to be impacted by the effects of the pandemic. While consumers may expect some delays, transparency around processing and shipping can help prevent angry interactions with customer service over where a package is and when it may ultimately be delivered. Having stores and warehouses accurately display inventory correctly can provide shoppers with timely updates about what products are currently in stock and what may not be available for several months.