Inside Futuresoft
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Inside Futuresoft

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Who We Are

Some inside scoop — aka the back story on how we met and started working together

So here is what we talked about….

  • Those that used to heavily rely on direct interaction through in-person events and other ATL strategies, being forced to go digital.
  • Those that already had an online presence, but had no clear strategy and therefore saw little to no results.
  • The few that were exemplary visionaries, who saw what was happening and took immediate action — adopting an integrated marketing communications strategy that saw them making the best of the situation and positioning them to suffer almost no loss by the end of the lockdowns as they easily continued doing what they saw was working.

Below are some strategy lessons from 2020 based on real case stories, which you need to consider as 2021 beckons….look out for Part 2 of this article to read about 2021 trends:

I. Strategy is KING

Important Lessons around strategy we learnt in 2020:

1. In the face of a global ‘identity economy’, position or reposition your brand identity to address this exhaustively.

2. Take Charge! Build an identifiable Framework Around Your Offering(s) & Methods.

3. Deliver value upfront and then take customers along the journey (focus on the best possible customer journey and the funnel will be taken care of).

II. Go Digital: Identify the Right Tactics, Tools and Methods

Some tactics and tools that delivered a decent ROI in 2020 were:

  • Strategic email marketing → harnessing the power of a segmented database.
  • Social Commerce & Selling via Instant messaging
  • Visualizing Digital Marketing Data using Dashboards.
  • Content Marketing in all shapes and colours: Multimedia content, written content, gated content, knowledge products etc. A quick fun fact for the sceptics is that content marketing costs 62% less than outbound marketing and generates 3x as many leads.

Important Lessons around Digital we learnt in 2020:

1. Digital is an investment, it is not free nor is it cheap when done properly.

2. Going Digital without a strategy doesn’t pay off

3. Find your preferred content marketing channel(s) and stick with it/them.

4. Video is an essential tool for success. Video content emerged as KING of content:

  • 70% of consumers say that they have shared a brand’s video
  • 72% of businesses say that video has improved their conversion rate
  • 52% of consumers say that watching product videos makes them more confident in online purchase decisions
  • 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video

5. Data & Analytics.

III. Messaging is key

Important Lessons around Messaging we learnt in 2020:

1. Use CSR to drive brand affinity, build brand equity and customer loyalty.

2. The power of storytelling as stories come on the rise across all social platforms.

3. Be Authentic & Lead with Empathy.

What to expect in 2021

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Nkemdilim Uwaje Begho

Nkemdilim Uwaje Begho

Techie-Foodie-Serial Entrepreneur-Lover of High Heels and anything PINK.