Celebrations for the latest New Year were as unusual as you might have expected at the end of 2020. Most people seemed all too happy to broadcast a blend of resentment for the recent past and hope for the immediate future. I think there might be a lesson in that for anyone who wants to start the year 2021 by revising the tone of their digital marketing strategy.
As I said in a recent post about social media marketing, it’s good to undertake such a revision around once a year. Your digital marketing strategy should always reflect contemporary circumstances and trends. It might take several years for a website to become noticeably outdated, but you might find there are specific features of its design and its content which are due for a more frequent update.
Often, these elements are very subtle. Sometimes they’re subtle enough to go virtually unnoticed. But a skilled marketing agency can probably identify aspects of your digital marketing strategy which are not apparent to the untrained eye. This ability stems not only from a penchant for detailed web design but also from a sense of awareness regarding things that are going on in the news, in the broader national or global culture, or in the search history of a client’s target audience.
The coronavirus pandemic offers an unusually blatant example of how these sorts of changes might come about. You can rest assured that there were other, much more nuanced examples in the previous years, and that there will be more to come once the pandemic is behind us. Every time an event or series of events has a far-reaching impact on the public’s psyche, there’s a good chance that it will also have an impact on how that public reacts to a given digital marketing strategy.
You can imagine how people might have balked at a 2020 strategy that emphasized the social role or a product while maintaining an air of in-your-face cheerfulness. It would have seemed anachronistic. If you saw it, you would probably find yourself wondering whether the people running that digital marketing campaign were even aware of the events around them, or inhabiting the same world as you were.
The recent New Year’s festivities indicate to me that cheerfulness and the promise of social engagement can probably start to creep back into your digital marketing strategy because people are feeling cautiously optimistic about 2021. Acknowledgment of current hardships is still essential for most clients and will probably remain that way until most of the population is vaccinated. But for the time being at least, people believe they can see a light at the end of the tunnel, and many of them will want to see that light reflected in the online content they consume.