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Priorities for marketers amid a global pandemic
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By David McGeough, Director of International Marketing, Wrike

Around the world, businesses are adapting their strategies to reflect the COVID-19 era. For some this means pivoting to a blanket e-commerce approach; for others it has meant creating completely new content hubs and microsites.

Whatever the changes may be, relevancy has never been so important. Your audiences want to know exactly how you are responding to the current challenges and how you will come out the other side.

Now, more than ever, marketing departments are being tested. Previous plans must be replaced, budgets must be cut, and teams must try to maintain the same level of productivity while working remotely.

Stay connected, keep collaborating

Most workforces have now been logging on from home for around nine weeks. During this time, we’ve all had a chance to adapt to our new working routine, finding alternative ways to stay connected with our colleagues.

This has quickly brought to light the importance of collaboration, and how much we take for granted being in close proximity to team members. No longer able to ask someone a question at their desk or get campaign updates in daily face-to-face meetings, we’re relying on technology to bridge the gap. Regardless of where employees are based, marketing teams need to be able to quickly and easily see the status of a task, know the latest developments, and have full visibility of crucial deadlines.

Not only do these tools and platforms need to boost collaboration, they also need to bring every aspect of a campaign or activity under one umbrella. This means should external agencies, freelancers or third-party suppliers be involved, everyone is on the same page and knows what to expect.

With technologies such as work management platforms helping businesses maintain productivity away from the office, many organisations will continue their remote working policies in the future.

A spotlight on ROI

As the pandemic continues to transform the economy, many businesses are experiencing a severe decline in revenue. Inevitably, this has had a knock-on effect internally, with multiple departments taking a hit.

Despite marketing playing a key role in promoting products and services, as well as ensuring the right audiences are being targeted, it’s unsurprising that the vast majority of teams are having to work with reduced budgets. While we’ve seen the same happen as a response to previous recessions – including those in both the 1990s and late 2000s – it has led to certain campaigns being put on hold or cancelled altogether.

It has also resulted in an urgent focus on performance, with a need to understand exactly what activity is having the most impact, and what can no longer afford to be a priority. Marketing teams are using this time to analyse every tactic and platform being used to uncover the return on investment they are getting.

Under close watch, marketers will be forced to transform the way they work in order to find their feet. This will mean getting creative, working with what they already have, and injecting innovation into every activity. This approach won’t just be critical for the current climate, but for those that want to thrive when the economy begins to rebuild.

Preparing for the new normal

While it’s easy to be consumed by the negative impact of the ongoing crisis, this period provides a unique chance for marketing teams to deploy different tactics and learn new skillsets. Employees that usually focus on events, for example, can transfer and develop their skills for digital webinars or conferences. As a result, teams will be better set-up to deal with the changes we are set to see post-pandemic.

If teams are willing to properly analyse the results of their campaign audits under new budget restrictions, they will end up with insights that improve their strategies both now, and in the future. New tactics, tools and ways of working will be replaced by more efficient, streamline and effective methods, without teams having to lose out on the collaboration that is fundamental to marketing success.

Taking a step back could turn out to be extremely positive for innovation. Despite recruitment being on hold, it’s very likely that we will see an increased demand for certain skillsets, such as digital media. The teams that are willing to adapt are the ones that will come out on top, having used this time to rethink product offerings, key audiences and technologies.

Short-term, KPIs and priorities for marketing departments will continue to fluctuate as businesses become more cautious with their money. The longer-term impact will likely be different; however, it is still too early to say how. COVID-19 has forced every marketing team, on a global scale, to consider how they spend and invest their money. Those that have been able to streamline and readjust to the new normal will find it easier as we begin to come out of this.

Do you specialise in Web Analytics? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Web Analytics.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Web Analytics solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Jul – Web Analytics
Aug – Conversion Rate Optimisation
Sep – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

Digital Marketing Solutions Summit: Claim the last places
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Have you secured your virtual place at the virtual Digital Marketing Solutions Summit taking place on Thursday 16th July?

Your attendance is entirely flexible and will allow you to source budget-saving and innovative solution providers to prepare for every eventuality.

Plus, you can enjoy all the benefits of the event from the comfort of your own home, including a series of LIVE webinars hosted by industry experts.

We only have a few virtual places remaining – RSVP here to secure your place.

The growing demand for marketing software and tech
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By Leadforensics

As B2B marketers evolve to working in an entirely digital space, the need for innovative, reliable marketing technology to support their business strategy has never been clearer.   

In the current climate, B2B organizations are adapting to an entirely online approach. With no face-to-face meetings or events and their teams working remotely, software plays a crucial part in securing the best marketing results. With so many technologies available — and so many channels, strategies and teams it can support — there’s no excuse to dismiss the importance of investing in the right software. 

To get the most out of the software you opt to use, it’s crucial to include it in your business strategy from the outset. This way, you can check your budget, and assess whether or not you have the resources in place to fully understand, manage and properly utilize the tool. Set clear objectives, and ensure the tech you implement is making your life easier, not more difficult. Select tools that integrate with each other seamlessly, provide a simple and intuitive user experience, and have an easy and supportive onboarding process.

Lead Forensics is an innovative reverse IP tracking software that helps transform the lead generation process for B2B organizations. It works by tracking your business website and, by utilizing a global leading database of business IP addresses, identifying the business your website visitors are coming from. Users receive real-time notifications, contact details of key decision-makers and detailed user journeys. This way, they can reach out to the right person, from the right organization, at exactly the right time. Whether it’s a first-time visitor, a pipeline prospect or an existing customer, users are provided with the insight they need to conduct the ultimate follow-up. 

To find out more about the power of reverse IP tracking software, and how to secure marketing results in a remote working environment, download the B2B marketing managers’ guide to remote working success. From the benefits and challenges of working remotely and boosting motivation, to managing teams and embracing tech — discover everything you need to know. 

The Digital Marketing Solutions Summit has now gone virtual – Join us!
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Taking place 16th July, the Summit will be held as a virtual event – bringing the industry’s leading buyers and suppliers together for business collaboration.

During such challenging and uncertain times, it is key to stay up-to-date with the all the latest industry news and source new solutions for every eventuality.

Your bespoke place is entirely free and includes benefits such as;

  • Flexibility – Your attendance is flexible, you can either attend for half a day or the full day.
  • Gaining industry insight – Enjoy a series of topical webinars led by industry thought leaders.
  • Prepare for every eventuality – We can build you a bespoke 1-2-1 itinerary of meetings with innovative and budget savings suppliers who match your requirements.
  • Save time – We will handle everything for you, saving you time and money by arranging all the meetings for you based on your requirements.

Click here to secure your free place

Register for these Vendorcom events for the Cards & Payments community
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If you’re in payments or eCommerce and interested to not only keep abreast of new developments, but also influence and drive positive change and innovation in the way that merchants take payments from consumers, don’t miss this series of essential events from Vendorcom.

Vendorcom Europe is a multi-stakeholder business community that connects seekers, solvers and shapers in the European payments industry. It has helped shape the collaborative/competitive landscape in payments since launching in 2003 and has developed its reputation over the past 15 years by establishing itself as Europe’s definitive forum for keeping in touch with the what’s what and the who’s who in payments. It is the most trusted, independent forum for suppliers and users of payment systems in Europe.

Vendorcom does this through core activities such as Networking Events, Future of Payments Conferences, and Payments Forums.

All Vendorcom events are free for merchants to attend because the company saw in the roll-out of Chip & PIN over 10 years ago, the voice of the users of payment systems, particularly merchants and consumers, is vital to the development and rapid adoption of new payments initiatives. Having established Vendorcom initially as a forum for solutions providers, in the past eight years it has benefitted from the involvement and influence of merchants, from all market sectors, who have shaped the discussions and decisions made on a wide range of topics at both our Future of Payments Conferences and Payments Forums.

For many merchants, navigating the increasingly confusing range of ‘innovations’ that the payments industry promotes as self-evident ‘must-haves’ presents a huge challenge. Having access to a source of independent, authoritative, coherent information on the options you face and the opportunity to compare experiences with your peers will be invaluable as you seek to determine how payment systems can align with your business requirements.

Upcoming events include:-

eCommerce Payments Forum – 10th June (Online) – https://www.vendorcom.com/event.php?event_id=1254

Independent Merchant Payments Forum – 28th October – https://www.vendorcom.com/event.php?event_id=1276

eCommerce Payments Forum – 18th November  – https://www.vendorcom.com/event.php?event_id=1280

For more information, click here.

WEBINAR: 5 Steps On How To Retain & Drive Customer Loyalty
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Understanding what your customers love most about your brand is the foundation to driving a successful loyalty program. Acquiring new customers can be time consuming and expensive. So once brands have worked hard to grow their loyal customer base, how do they then keep them that way – and why is it even more important during times like these?

Join Selligent on June 11 for a webinar in their Masterclass series, as Selligent’s Director of Marketing for Northern Europe, Sam Counterman, and Customer Success Manager Taylor Whiteley outline five steps brands and marketers can take to develop a successful customer loyalty program.

Topics include:

  • Brand Loyalty: Short- and Long-term Strategy
  • Moments of Impact: Understanding the Customer Journey
  • Universal Consumer Profile: Customer Data Segmentation
  • Utilising Mobile Push: Omnichannel Communication
  • When and how to add value when it matters most

Click here to sign up today!

Take the Digital Marketing Briefing Industry Lockdown Survey Today!
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Here at Digital Marketing Briefing we’re looking for the best ways to keep you connected with the industry during these difficult times, so we’ve created a short survey to gauge your views on lockdown working practices and the kind of virtual events you might be interested in attending – it’s all completely anonymous and will take less than two minutes to complete.

To take part, simply start answering the questions below – if you can’t see the questions, just click here to display them in a new browser window.

Thank you in advance for taking part – your answers will help make our content and events even more relevant to your needs.

Create your own user feedback survey

Do you specialise in Brand Monitoring? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in June we’ll be focussing on Brand Monitoring.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Brand Monitoring solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Jun – Brand Monitoring
Jul – Web Analytics
Aug – Conversion Rate Optimisation
Sep – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

Digital Marketing Solutions Summit: A unique virtual event
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As our guest at the Digital Marketing Solutions Summit, you can enjoy an entirely free day of building business relationships that can benefit you and your company in a variety of ways – all from the comfort and safety of your home office.

We’ve been thinking of you as we navigate through these uncertain times, we are feeling it too. So we wanted to share a way to help keep business relationships going.

By attending the virtual Digital Marketing Solutions Summit you’ll still get the same benefits as the physical event, namely meeting 1-2-1 with industry suppliers matched to you and your upcoming projects via our interactive and real time video events platform.

You’ll also have maximum flexibility too, with options to attend for either a full or half day, plus full access to a series of educational webinars hosted by industry thought leaders.

The virtual Digital Marketing Solutions Summit will take place on July 16th – You can register here for your place today!