I definitely believe that marketing on the internet in general has taken a leap forward in the past year, as so many things have been online and so many more people have had to become more sophisticated with their use of the medium. If my eighty-something year old Mum can sign on to Zoom calls without blinking, I’m quite prepared to accept claims that over half of over 50s have bought something online in the last year.
What has this got to do with serious business to business marketing? I think it means that we need to up our game, as our prospects will be seeing increasingly impressive stuff on an almost daily basis. While core marketing channels such as search advertising may simply become more competitive, others (such as display advertising) will require successful campaigns to be more arresting than ever.
Our advertising will need to become more creative, our measurement of it more sophisticated and our choice of outlet more open-minded.