Marketing Trends for Spring 2021

Adam Brummitt
Adam Brummitt

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These insights were put together by our industry experts and explore key trends shaping the future of B2B marketing.

Direct Mail - Set to Spike

After a slight dip in utilisation due to many potential recipients working from home, we believe that direct mail will be instrumental in post-lockdown lead generation.

People are understandably wary of providing their home addresses to businesses - keeping work/life balance is important. This means that you need to have a legitimate (or valuable) reason to ask for this information. People won’t appreciate a flyer being sent to their home, it must be a worthwhile piece of content.

We have run a number of incentivised 2-stage DM campaigns and found that targets are more likely to provide their personal addresses if they are offered something that matches the value of the provision of their home address.

As the economy starts to open up in spring, it’s likely that office working rates will pick up to at least a couple of days per week (so no perishable DM goods!). We’re all looking forward to returning to some semblance of normality; in fact, 50% of people even miss their morning commute! A celebration of ‘back to normal’ means that DM is likely to be well received and has the potential for excellent results.

Something to think about adding to your marketing mix?

Writing for Voice Search

Voice search is a trend that’s here to stay – and it’s growing. 30% of searches are now voice searches through platforms like Siri, Google, and Alexa. B2B marketers need to take note because people speak differently to how they write.

For example, someone might type ‘Marketing Agency Oxfordshire’ but say ‘Alexa, what’s the best B2B marketing agency in Oxfordshire?’ Voice searches are more conversational as they reflect how we speak. When we communicate with a voice assistant, we use full questions. This is crucial.

Just because your business doesn’t provide weather updates or cinema listings doesn’t mean you should ignore voice search – it could cost you.
Focusing on long-tail query keywords can help position your brand at the forefront of B2B voice search and is a wise step towards future-proofing your brand visibility.

QR Renaissance

QR Codes are nothing new – they first appeared in Japan in 1994. However, they never really reached their full potential.

The requirement for 3rd-party apps quickly killed the QR code hype when they were first released. By the time scanners were built into most phones, QR codes were seen as not worth the hassle.

The NHS COVID-19 contact tracing app has played a huge part in bringing QR codes back into public consciousness through habitual scanning and logging in to monitor potential infections.

B2B marketers need to take note. QR codes are a very quick and effective method of either transferring large amounts of information quickly. They also act as a digital trigger to efficiently and effectively bridge the gap between physical and digital marketing environments and helping to streamline lead generation.

Digital Out Of Home (DOOH)

Out-of-home advertising has traditionally been a big-budget activity with long lead times (think Piccadilly Circus).

This year we’ve seen a shift thanks to the rise of self-serve ad platforms that allow you to advertise in high-traffic areas at selected times. Bidding on these platforms starts from just a few pounds, providing a great option for many businesses going forward.

It’s important that B2B businesses think strategically about their DOOH usage. Although 90% of the Uk can be reached by out of home advertising Placement and content are vital - the number of DOOH screens in the UK has increased by over 50% in the last 3 years. This has been driven by fuelled by the explosion of mobile devices and the data trails they leave. We have moved past simply knowing where your audience is at a certain time. It’s now possible to discern where they have been, where they are going and, vitally, their emotions and activities in that location. This means that brands can plan the most effective placement and messaging for their marketing and get the most awareness for their budget.

Coupled with locational data, DOOH is capable of offering brands great awareness and bridging a gap between the different elements of the marketing funnel. Agility and environmental factors are the key to ROI; now, it’s possible to run hyper-targeted geographic campaigns rapidly.

A human-to-human marketing mentality and a deep understanding of the personas you’re targeting (and their stage in the marketing funnel) can guide you in addressing pain points and raising awareness in a cost-effective, memorable way.

If our insights have got you thinking about growing your business – why not give us a call?

Let’s have a chat about your marketing objectives.

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