As marketing and communications professionals, we thrive on the opportunity to sit down with clients prior the new year to ideate and plan for what’s to come. It’s a time to reflect on team successes and how we shift, reprioritize or think outside of the box to take a company’s brand to the next level.
It also serves as an opportunity to take a step back and think more holistically about our partnership, mapping out new ways to grow together. We pride ourselves on the ability to work with clients in identifying the right combination of tools and tactics that can help at any stage in a company’s story.
This year we’ve continued to assess the marketing landscape and how its shifted in this moment to reflect what matters most to customers and target audiences. Right now, marketing leaders are thinking critically about what financial resources will go towards their efforts in 2021. For many, this assignment looks different as we grapple with a global pandemic.
However, recent data from PRovoke has shown that agencies are seeing client budgets stabilize and/or go back to normal; an indicator that things are trending in a positive direction for businesses and their PR partners.
An overarching theme we continue to evaluate for clients as they look towards the future is how their business (and message) has or will evolve as industry transformation continues to accelerate. This sentiment is in line with a recent study from McKinsey, which found that business responses to Covid has increased the adoption of digital technologies as it relates to customer and supply-chain interactions.
As you evaluate your company’s approach in the coming year, know that your message, and how its uniquely told, remains more critical than ever in differentiating yourself and reaching target audiences.
“As you evaluate your company’s approach in the coming year, know that your message, and how its uniquely told, remains more critical than ever in differentiating yourself and reaching target audiences.”
Research continues to confirm the importance that storytelling plays in connection, and that emotion is a driving force in connecting to a brand. Those familiar with PAN’s annual Content Fitness Report know that traditionally it is a powerful resource in understanding where and how content can fit in the brand marketing ecosystem.
Our most recent report took a slightly different approach; looking at how marketers have adjusted their content marketing strategy in real time as a result of the sensitivities that have impacted this year. Some of the key takeaways that will be relevant in the new year include:
If you’re thinking that you may need to approach planning differently for 2021, you’re not alone. Here are some questions to consider when thinking through budgeting.
Even if there is a need to adjust budget numbers, there remains tremendous value in determining how and when to use resources wisely to amplify your brand’s narrative. It’s not a one size fits all model, and no single channel will deliver quality impact. Rather think through how to ensure investment in the short term that will continue to lead towards long-term impact.