History has shown that companies that have adapted to change and disruption have proven to be the most successful. In 2021, marketers will need to adjust and improve their marketing approaches and develop strategies that engage customers and drive business goals to be met.
Over the past year, COVID-19 has certainly disrupted all facets of business and life. From a marketing and business development perspective, 2021 will continue to present challenges and opportunities. The methods and approaches we have relied on to communicate with and engage with our customers have changed: some forever. Architecture, engineering, and construction (AEC) marketers need to turn in guiding their businesses to different marketing approaches.
What do marketers need to do in 2021 to be successful? Below are the top trends marketers can expect in 2021:
Traditionally, AEC marketers have focused on positioning, branding, and marketing to attract, retain, and grow customers. Our changing business environment requires marketers to play a bigger role for businesses. In 2021, marketers can expect to lead or participate in a number of initiatives, including supporting recruitment efforts through employee branding efforts. Promote employee engagement in internal communication; leading community and industry public relations efforts; Shaping and monitoring the company’s approach to social and political issues; and leading technology initiatives focused on improving the customer experience throughout the project and relationship lifecycle.
The commitment to leadership in planning and executing marketing strategies will increase in 2021. Marketers are likely to be a resource for corporate executives to navigate a turbulent and ever-changing marketplace. Expect executives to focus more on managing the customer experience (CX), monitoring industry trends and customers, managing knowledge resources, creating content, and controlling the delivery of internal and external messages. Marketers need to communicate and collaborate with their business leaders on a regular basis to ensure the alignment between ever-changing business goals and marketing efforts.
INCREASED COLLABORATION BETWEEN MARKETING AND BUSINESS DEVELOPMENT:
The ability of AEC business developers to meet customers in person and attend trade shows, conferences and networking events was limited in 2020. Sales teams are unlikely to be attending many meetings and events in 2021, so they will need their marketers. help reach and engage their audience. The collaboration between sales and marketing with an emphasis on creating and delivering dynamic, engaging, and personalized messages to break the noise and clutter is vital.
More than ever, an integrated approach to marketing is critical to reaching and engaging your audience and building a thought leader. Since access to customers is limited, marketers reach and retain potential customers and customers through digital channels with personalized messages. By integrating marketing communications, marketers will leverage content marketing, social media, public relations, and other programs to act as a unified force for coordinated positive brand experiences. The sharing of stories, insights, ideas, and expertise with customers, prospects, and the community through customer profiles, Q&A, articles, videos, webcasts and podcasts, training materials, and more will increase. This digital transformation will accelerate in 2021 as marketers see the benefits of more talkative and personal marketing.
INCREASED MARTECH INVESTMENTS
For AEC companies, investing in marketing technology is no longer a luxury, but a necessity. Marketing Technology (Martech) platforms and tools enable marketers to efficiently and effectively manage their marketing efforts and use tools to aid in activity management, planning, monitoring and analysis. These tools also provide insight into prospect / buyer behavior and buyer personas, and are a great way to manage engagement with a company’s digital marketing efforts. With the move to more digital marketing strategies, AEC companies will be using martech initiatives in 2021 to meet marketing goals and objectives.
BRAND CONTENT APPROACHES
Further strategic partnership opportunities for branded content will come to the fore. Due to the lack of face-to-face events, trade shows, and association conferences, there will be more shared online events such as forums and panels, as well as branded content hubs, as companies team up to provide content that their collective audience seeks. By leveraging partnerships and alliances, marketers can reach more people than any brand could independently.
INCREASED FOCUS ON ROMI
In difficult times, many companies will try to reduce investment in marketing activities. As many AEC companies cut their budgets and even downsize, marketers will become even more focused on tracking marketing performance. As content marketing will increase in 2021, it is important to focus on delivering the right content to the right audience at the right time in order to provide momentum for goals and a measurable return on marketing investment ( ROMI) to be bound. What can be measured can be managed.
In the context of a confluence of economic, social and political change, 2021 promises to be a dynamic year. For marketers, turning to accept change through providing marketing leadership is an exciting opportunity.