Wow! 2020 – what a crazy year
It has undoubtedly been a very special year for all of us.
Myself included. But I’ve always been inspired by all the amazing individuals who don’t let themselves get discouraged. Whether it’s our healthcare workers, parents juggling remote work and entertaining their children, or the many entrepreneurs and business owners doing their best to keep their companies alive and support the economy.
It’s important to look forward, stay focused on the positives, and learn from 2020. That’s why I reached out to a group of what I consider some of the most talented marketing experts in the country, carefully selected from various industries. I’ve personally followed many of these inspiring individuals for a long time, and it’s truly a privilege to speak with them before the year ends.
I asked them briefly about the marketing challenges they’ve faced in 2020 and how they’re approaching 2021.
So buckle up and enjoy insights from professionals who deal with these things daily.
Be careful with performance marketing
Stop basing all your marketing on performance marketing alone.
The companies that truly stand out understand the top of the funnel.
They create creative assets that are not just about conversions but are also focused on social proof and branding. They know how to craft stories their audience can relate to. When that works, performance follows.
If you can’t find a compelling story or any social proof, you might need to reconsider whether your product or service is worth selling.
Also, keep an eye on Snapchat advertising. Something major has shifted in 2020 with the algorithm and user behavior.
It seems people are finally ready to buy or download via Snap. Combined with lower CPM prices, we’re seeing strong results.
I believe it’ll only grow in 2021. It’s the channel we’re currently testing most with our clients. Yes, even middle-aged and older users are on Snapchat, and they perform well. The key to success is the creative. So talk to someone with Snap creative experience. It’s a different approach.
Sasa KovacevicBranding & community
There are three things we’ve focused on in 2020 and will continue to emphasize in 2021:
- Awareness
- Branding
- Community
Miild has only been on the market for about 3.5 years, so we put a lot of effort into creating awareness within our target audience, primarily women. We create certified allergy-friendly, organic, and sustainable makeup and skincare products. We primarily use video content on social media to tell our story and share beauty tutorials. Facebook and Instagram have powerful ad tools that allow you to sharply segment your audience and tailor your messaging and objectives accordingly.
Branding is crucial for us. We always aim to provide value to our customers beyond just making a quick sale. One way we do that is by recommending other brands in our content — from sustainable clothing to allergy-friendly hair products — as long as they share our values.
We also put a lot of effort into building community. Facebook Groups work especially well for us, with great engagement. It’s a fantastic way to get close to our customers and followers. It also gives us insights into which types of content are in demand and inspires ideas for product development.
Nicki LarsenTransparency and real communication
We’ve entered a new era where brands are expected to be part of consumers’ lives in new ways. Relevance and empathy have never been more important. Technologies like VR can offer relevance by enabling shared experiences apart — like meetings, conferences, and concerts — which may become the new normal.
While CMO roles have recently focused on tech skills and stack usage, I believe future success depends more on the ability to engage customers. We need to bridge traditional and digital marketing, build deeper understanding of customer journeys, and connect with their motivations.
The best brands are transparent, authentic, and vulnerable. We must communicate in ways that resonate with people. Brands need to humanize customer relationships and create emotional connections. It’s time to listen more to consumers and less to shareholders if we want to remain relevant.
Peter Steen Litrup2021 – the year of loyalty programs?
As 2020 draws to a close, it’s been a wildly exciting yet challenging year. All my businesses were tested in different ways.
One shared result is that our e-commerce operations are now stronger than ever. Spring brought huge traffic spikes and record-breaking online sales, with cheaper customer acquisition than ever.
But with 2021 and the vaccine on the way, some revenue will likely shift back to physical retail.
That’s why I believe this is the year to focus marketing efforts on retaining the customers gained during 2020. Consider launching that loyalty program or customer club you’ve been thinking about. Create initiatives to keep new customers coming back.
In my companies, we work from the assumption that a customer needs to shop three times before becoming a “fan.” That’s why we focus on making sure they buy from us at least three times. We see a much higher lifetime value once that happens.
There’s no one-size-fits-all solution for loyalty programs. It depends heavily on your product, frequency, margin, and competition.
Look to international examples, test a few hypotheses, and commit to the one that works best. Just make sure you do it properly from the start. Too many loyalty programs fail because the rewards are too small, which can actually backfire.
Casper BlomA different year for Happy Helper – and what we learned
2020 was a strange year for Happy Helper, like for many others. But it gave us time for reflection and analysis.
At times, we completely shut down our marketing — something you typically wouldn’t dare do. But it’s an exercise I recommend. Try turning off selected channels and measure their actual impact.
From this we’ve identified four focus areas for 2021:
SEO
If you haven’t already invested in SEO, it’s not too late. It offers ongoing, low-cost returns and great traffic for retargeting. We focus on blog content targeting frequently searched terms in our field, site copy revisions, CTR optimizations, and link building.
Content
We’re trying new formats and targeting more specifically. We don’t sell physical products, so we’re focused on selling a feeling.
Booking funnel redesign
We’ve documented all friction points. The new funnel won’t just aim for volume but for quality conversions, building a stronger base of promoters.
Brand-to-brand collaborations
This is a top recommendation. We’ve had great success with partnerships, most recently with major retailers. We’ll expand on that in 2021, always thinking creatively and targeting specific audiences.
Jesper Brok – CMO & PartnerCustomer data platforms will solve cross-device challenges
Today, most people own two to four internet-connected devices. Most standard marketing tools weren’t built to handle this complexity. A person who switches from phone to computer to complete a purchase is seen as two people in Google Analytics.
That means we’re making decisions based on faulty data — a dangerous path if you want to remain competitive in 2021.
I believe we’ll see an explosion of customer data platform (CDP) implementations this year. One example is Segment.com.
CDPs let you tie a user to all their devices. This creates a unified view of their journey, so your data reflects reality. For example, someone might see an Instagram ad on mobile, do a search on Google, and complete their purchase later on a desktop.
Steffen Hedebrandt – Partner & CMOAdvertising isn’t solely responsible for results
At SavvyRevenue, we primarily manage Google Ads, but we don’t stick solely to that field. I realized early on that good advertising isn’t the sole cause of success or failure.
In 2020, many clients focused on core business improvements:
- Inventory optimization
- Better supplier deals
- New pricing strategies
- Profit tracking
- Website speed improvements
- Branding efforts
Those who improved their business fundamentals saw far better results than those who only tweaked ads.
Too many e-commerce businesses get stuck in daily routines. They obsess over things like improving ROAS from 6.0 to 6.5, or ranking 3 instead of 4 organically. But that’s not why you’re in business.
We still work with clients making 10, 30, even 50 million DKK in revenue who only send newsletters now and then.
Focus on where you can make the biggest impact — and that’s your business itself. Improve your site, inventory, pricing, etc., and you’ll get much more out of your marketing.
Make a list of your biggest improvement opportunities and tackle one each quarter. With four major improvements, your business could look completely different by the end of 2021.
Andrew Lolk – FounderThe battle between Apple and Facebook signals new challenges
2020 has been turbulent for many businesses. While many want to forget the year, there are important lessons to bring into 2021.
One key takeaway: building multiple revenue streams is essential. Many companies put all their eggs in one basket, which is risky when that basket breaks.
2021 will bring even more turbulence in attribution. Battles between Apple and Facebook and increasingly complex buyer journeys will challenge marketers and business owners alike.
Most importantly, I believe content — especially video and visuals — will be critical in 2021. Future digital businesses will be content businesses. If you can’t create standout content, you’ll struggle.
I’m excited to see the challenges and opportunities 2021 brings to our industry.
Kristian Tinho – FounderStorytelling will take center stage in 2021
2020 was challenging but enlightening. Despite the pandemic, we opened new stores, grew the team, had a record-breaking Black Friday, and gained valuable insights.
We’re looking at international expansion in 2021, so our digital strategies, branding, and corporate communication must be razor-sharp.
Consumer behavior has changed significantly due to lockdowns and shifting between physical and digital markets. Consumers are now more conscious and selective, making personalized tone of voice essential.
We also see more digitization across demographics. Transparency builds trust, and emotional storytelling has become more important as people engage less in social activities. We focus on inspiring consumers and making more of special occasions.
High-performance ads are still important, but brand awareness and storytelling will be our top priorities. We’re exploring new platforms like YouTube to tell deeper stories and build identity. There, we’ll launch a universe of creativity, inspiration, community, and entertainment.
We’ve also been working to break into the German market through PR and exciting partnerships. Social proof plays a huge role in generating international attention.
We’re excited to share more in 2021.
Jacob Bech, Digital Marketing ManagerThank you for reading!
I hope the reflections, lessons, and tips shared above bring some fresh inspiration for a better year ahead.
Wishing you all a great 2021 – take care of yourselves and each other.
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