Sep 10, 2021
by Guest Contributor
By special arrangement, presented here for discussion is a summary of articles of MarketingChartswhich provides up-to-the-minute data and research to traders.
A report from Salesforce shows that nine in 10 marketers believe their digital engagement strategy has changed completely (48%) or somewhat (42%) since before the pandemic.
A large majority use social media (91%), digital ads (91%), digital content (88%), website and apps (86%), email (76%) and mobile ( 69%). Some nine in ten say they also use video, which tops the list of channels that have seen the biggest increase in value over the past year.
While 84% of respondents report using events and sponsorships, the shift to virtual and hybrid events is evident. By 2022, respondents estimate that 40% of their events will be virtual, while hybrid events will account for 30%.
In order to engage with customers on these digital channels, marketers draw on a comprehensive toolkit of engagement tactics. Unsurprisingly, video plays a major role. Some 81% use pre-produced videos and 73% use live videos, while 13% and 19%, respectively, plan to use these tactics.
Two-thirds of marketers currently use influencer marketing, while more than a quarter (27%) plan to use it. Additionally, 93% currently use (60%) or plan to use (33%) user-generated content and a similar proportion currently use (61%) or plan to use (30%) interactive content.
Coordination between the channels used has become more dynamic since the pandemic. Only 31% of marketers rated their cross-channel coordination as dynamic in 2018. Today, that share has more than doubled (68%), with 78% saying they engage customers in real time across one or more marketing channels.
The role technology plays in this real-time engagement has not gone unnoticed, as 83% of respondents say their work will be more tech-driven post-pandemic than it was before.
The survey of over 8,000 global B2B, B2C and B2B2C business marketing leaders was conducted in May and June.
DISCUSSION QUESTIONS: What lessons has the pandemic taught retailers and brands about digital engagement? Which digital marketing tools have received the biggest boost during the pandemic?
“The pandemic has changed digital marketing and digital marketing during the pandemic has definitely changed retail.”
“Marketers had to turn to new ways to grab customer attention and digital engagement was key to success.”
“Digital engagement is a three-way: between retailer and customer, and between customer and the world (via social media).”