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Without digital capabilities, many businesses wouldn’t have been able to survive – and continue to survive – the pandemic. Of course, the pandemic has left its mark and it’s unlikely that any business will go back to functioning exactly as it did before. It therefore makes good sense to take stock now and consider what’s right for the future. How will your business function into 2022, and beyond?

Levelling up digital habits

While restrictions forced the majority of us to do more online over the course of the pandemic, and that suited some people well, it may not be a preference for everybody going forward. According to McKinsey, the surge in digital habits may be beginning to tail off[1] and a recent survey found that 56% of people were trying to reduce their screen time[2]. So as we head into 2022, why not re-examine how your business is functioning online and assess your marketing activities in the coming year? Will you continue to operate online only or level up and strike a balance with face-to-face events, for example?

Stay online, go hybrid or meet up?

Despite restrictions changing currently, decisions will need to be made on the format of your business’s promotional events for 2022. Webinars and podcasts have long been an important tool to gain reach to a wider audience unrestricted by location. They also gain access to speakers who would not be able to attend a physical event, as well as being a cost effective way to host an event. But have they reached saturation point?

A study on marketers’ sentiment towards webinars during the pandemic found that over half of respondents felt there were too many webinars and only 13% felt that there should be more[3]. This means that reintroducing traditional techniques into the marketing mix at some point will be a valuable way to connect with customers and prospects once again. Of course, hybrid ways of working continue to prevail and many businesses intend to adopt this approach post-pandemic.

In addition, analysis conducted by the ONS found that of adults homeworking during April to May 2021, 85% wanted to use a hybrid approach to work in future[4]. Hosting events in a hybrid format then, may be a helpful way to strike a good balance; running a more physical/personal event, without losing the benefit of reaching customers and prospects online. You also continue to provide the convenience that some enjoy from webinars and online events such as no travel and a better work/life balance.

Using data to assess the best approach

So how can you determine which marketing activities will work best in 2022 and beyond? Data is key. By reviewing your physical, hybrid or online activities, and analysing their success through data, such as attendance, lead generation or engagement levels, it’s possible to determine which is the best route to take. And if attendance levels at webinars have dropped, it may now be time to plan for physical events once again, when you are able to.

Be future ready: 7 key areas for 2022

We’ve put together a guide on seven key areas to help marketers plan for growth in the future. It provides prompts to set you up for success, including using data to support digital marketing, content strategy, realigning sales and marketing, and more.

Want to find out more?

Whether you’re looking to enhance your existing marketing strategy, or undertake a complete overhaul of your content or creative mix, download a free copy today to be future ready for 2022.

Alternatively, get in touch with our team today.

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