Marketing and Sales. The health crisis caused by the new coronavirus has generated rapid and profound changes in the market. Look what happened in 2020 and the main changes in marketing and sales for 2021. In the corporate world, the health crisis caused by the new coronavirus has become one of the greatest challenges in recent times, mainly due to its ability to generate rapid and profound changes in the market.
In fact, the coronavirus has affected people’s behavior and shopping habits. As a consequence, organizations have had to implement emerging measures to curb the impacts of COVID-19 on results and thus guarantee their survival in the market. But, at the end of the day, what were the main changes caused by the pandemic?
If this is also your question, you have reached the best place!
In the next few lines, you will find abundant information about the changes in the market due to the pandemic and you will discover the main trends in digital and traditional marketing, as well as in sales. Keep reading and find out in detail!
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- 1 Pandemic Times: What Happened to the Market in 2020?
- 2 Know the 4 main changes in the areas of marketing and sales for 2021
Pandemic Times: What Happened to the Market in 2020?
Throughout 2020, many companies have suffered quite significant economic and financial losses. Among the segments that have most felt the devastating effects of social isolation, we highlight the sectors of tourism, hotels, and entertainment.
However, some sectors have experienced surprising and very positive results, exactly due to changes in the consumption mechanism, as in the case of hygiene and cleaning, streaming -on-demand- and technology companies.
Given the current context, the future seems extremely uncertain, especially since we are still experiencing a health crisis. But, before getting into the trends, take a look at the main market changes fueled by the pandemic in 2020:
1. Sudden digital transformation
Contrary to what many managers expected, the adoption of technological resources has not been carried out gradually and progressively.
In fact, a good part of companies has incorporated tools such as software, applications, AI solutions, IoT, and Cloud Computing in a matter of weeks, seeking, in this way, to meet new consumer demands such as virtual attention, delivery service, and online shopping.
2. Implementation of remote work
Thanks to technological advances, it has been possible to work remotely, thus avoiding traveling and going to the office. Indeed, the perspectives on teleworking are variable.
While some specialists believe that it has improved the quality of life of professionals, others affirm that the model extends the working day and reduces the probability of reaching better positions. Regardless of the approach, everything indicates that the home office is a work dynamic that is here to stay!
According to an investigation carried out by Statista, after the pandemic reached its first month in Latin America, the growth rate of electronic commerce reached 230%. This movement was corroborated in the latest Ebanx report, indicating a 30% growth in the number of online consumers.
That said, it is possible to verify that the health crisis has moved the market floor in 2020 by causing organizations to step out of their comfort zone and incorporate more effective and promising solutions, processes, and business models.
Know the 4 main changes in the areas of marketing and sales for 2021
Now that you know the main changes in the market in 2020, it’s time to find out what the trends are for the marketing and sales sectors in 2021.
1. Internal sales
In times of isolation, the virtual environment behaves in a paradoxical way, bringing brands closer to their audience and forcing external sales teams to adopt a new stance and become internal salespeople in no time.
Although some managers consider it temporary, it is possible that the model brings abundant benefits, stimulating its adoption in the long term. In this sense, it is important to note that internal sales promote resource savings, expand the possibility of connecting with potential customers from anywhere, and, therefore, increase the volume of business.
2. Online marketing strategy
Indeed, the transition from the offline environment to the online environment has been the result of the combination of multiple factors such as:
- The digital transformation;
- the growth of eCommerce;
- the pandemic and its restrictions.
By virtue of the new dynamics of the consumer, much more connected and willing to accept solutions through the digital medium, more and more companies decide to develop in that environment.
Under this scenario, to retain users and obtain the expected results, online marketing actions must include the production of relevant content, investment in the omnichannel system and data monitoring, as well as digital media through the use of metrics appropriate to corporate objectives.
Faced with the digitally transformed landscape, self-service solutions have ceased to be an option to become a necessity for any and all company that wants to grow in the market.
So much so that a study by Nuance Enterprise revealed that 67% of consumers prefer to use self-service alternatives rather than request the attention of a brand representative.
Among the main self-service solutions, we highlight chatbots and training videos about a brand, product, or service as a trend.
4. Human experience
According to Deloitte’s “ 2021 Global Marketing Trends: Find your focus ” research, brands will need to present themselves as human entities that reflect the values and principles of their audience.
Beyond the adoption of technology for a myriad of purposes, it cannot fully compensate for the interaction between people. For this reason, after a period of extreme virtualization of their demands, consumers will look for companies with which they identify, feel safe, and can create a real connection.
In addition to the search for a human experience, in its report, Deloitte points out 6 other marketing trends for 2021:
In this way, it is worth investing in marketing strategies oriented to the virtual environment, which promote consumption, customer loyalty, and the conduct of much more profitable businesses.
Therefore, note that we are facing a very different context than the one we had before the pandemic began. If we cannot row against the current, the idea is to keep these changes in mind, verify the best way to implement them in the company, and analyze their degree of efficiency periodically.