Changes in the B2B landscape are often influenced by trends that are taking place in the consumer market, but when the pandemic spread across the globe, everyone went into survival mode. There wasn’t one clear leader for the rest to follow. The pandemic caused us all to reconsider our priorities and use the technologies available to us to stay safe and follow health guidelines. Virtual became the new reality really fast and it isn’t expected to go away completely anytime soon. While most businesses were not prepared for this shift, they managed to adapt.
Marketing is heavily influenced by prevailing trends, and as we can see now, some of the trends brought on by the pandemic are here to stay. Field marketing, in particular, underwent a major digital transformation. How could marketers that depended on in-person interactions continue their campaigns when social-distancing restrictions were in place? Businesses would not have survived the pandemic if they could not deliver flexibility and adaptability to the current conditions. Strategies within field marketing pivoted to remain relevant and some of those tactics have proven successful outcomes that will continue to be used in marketing.
Field marketing adapted to meet new demands due to pandemic restrictions, and while restrictions are slowly lifting around the world, everyone has a different perception about the rate at which the world is reopening. The values of both businesses and individuals have changed. Recognizing what is motivating your audience and tailoring your marketing strategies to their needs will keep you ahead as we know now how quickly situations can change and influence buying habits.
People are looking for new opportunities, but they also don’t want to waste time going through every option that exists. The major trend consumers and business decision-makers are demanding is hyper-personalization. People have been able to assess their options and make purposeful decisions, figure out what they really need and want, and not settle for anything less. This poses a new challenge in the marketing world. Not only do businesses need to find new ways to reach their target audience, but they also need to ensure their content provides value.
It is crucial that marketers not only understand the trends that are directly impacting their audience, but those that are influencing the global community, markets, and industries they operate in. Trends that are following the pandemic are making waves in the way marketers work today, especially when it comes to field marketing. We’ve spent some time researching these trends and here is what you can do to keep up your marketing strategies post-pandemic:
Marketing today is about listening. People don’t want a cookie-cutter approach to sales and marketing. They want to be heard, therefore marketers need to actively participate in conversations where their audience is and try not to control it. You could learn a lot just from listening.
Invest in Your Current Customers
At the start of 2020, the entire world shifted to follow new restrictions which, in turn, forced us all into an unpredictable landscape. The last thing buyers want right now is to be pushed into something new with even more uncertainty. By now you should know who and where your loyal customers are, put your efforts into building and nurturing those relationships. Buyers that know you and your business well will provide a better ROI in the end. Field marketing is changing and this rising trend will keep you present in the minds of your audience and get you back to where your buyers are, physically.
We all know now the importance of the internet to connect personally and professionally. Many businesses went digital for the first time to stay afloat and learned to reap the benefits. The internet has become a lifeline for them. Use your online platforms to your advantage and connect with your audience, but be picky about where you choose to put your efforts. Focus on quality over quantity and consider investing in social media ads as well. This approach allows you to target your audience and expose them to even more personalized content which is what people are craving.
One thing the pandemic has taught us is that not everything is permanent, but for right now, we need to adapt, keeping everyone’s best interest in mind. How you go about addressing each of these trends and incorporating them into your marketing strategy is where the challenge comes into play. Flexibility has been an asset for businesses over the past 18 months. Those that continue to adapt to trends in the market and be innovative will continue to thrive, even during the most uncertain times.
