The Financial Times reported that “digital media continued to grow at 8% through the pandemic”¹. This is no surprise to marketers in the industrial B2B space who, even as their budgets were being upended in the early weeks of Spring 2020, saw significant increases in digital media consumption. With large events announcing cancelations or postponements, resilient marketers began to gain some flexibility to rearrange their marketing budgets and ad spend. As the North American markets continue to recover, investment in digital advertising continues to grow, with digital advertising’s market share forecast to reach 54.6% in 2022².
So now that we know things are looking up, what should we be aware of heading into a new year?
Google’s Algorithms. Yes, we know Google constantly changes the way their algorithms function, but are you aware that Google is adjusting its algorithms to take UX into account? UX stands for ‘User Experience’, and in a blog post from Google Webmaster Central last May, they shared information about Core Web Vitals – a tool organizations can use to optimize user experience³. Optimizing user experience is going to be essential to keep your pages ranking in 2021, so be prepared to engage in some UX design brainstorming with your SEO and web development specialists this year.
Social media. If you are currently a marketer in the industrial B2B space, then you are probably already aware of the power of social media. What you may not be aware of is the changing demographic of each social media channel. For example, Facebook reported that the pandemic motivated Baby Boomers, Gen X, and Gen Z to check social media accounts more than ever⁴. So the next time you hear a naysayer declare that “our customers are not on Facebook”, you can enlighten your peers. In the New Year, consider taking a fresh look at where your target audience is online, and make a plan to reach and engage with them there. More importantly, think about where your next generation of customers are now and start building a presence there. Take Instagram, for instance. As of last August, 33.2% of Instagram users in the U.S. were between 25-34 years old⁵. If people in that age group are not yet the ‘decision-makers’, they will be in the next 10 years. Does your company have a presence in the social media channel that these future decision-makers are using/bonded to?
Advocate Marketing. Rebekah Mechtensimer wrote a highly informative article on advocate marketing that you should read on Empowering Brands. You can also reach out to her or anyone else on the Empowering Brands team to ask your specific marketing questions. Lastly, don’t forget to watch the on-demand videos of the Empowering Brands Sales & Marketing Summit! Spear-headed by Charli K. Matthews and guest-hosted by talented experts in the industry, this is content designed to empower marketers everywhere!