Successful through the crisis: How marketing companies are learning from the pandemic

Marketing companies around the world are currently going through a challenging time. The disruption caused by the pandemic continues - and we're all doing our best to adapt. But it can be difficult to know exactly where to spend your energy and resources. Which of the current changes will be temporary? Which will last and shape the way we do business - and what will become the 'new normal'?

Of course, no one can say with absolute certainty what the world will look like after the pandemic. But certain trends can be identified. It is therefore worth looking ahead - and preparing your company for what the future may bring. These things can help you move forward successfully:

Redefining "work". More people are working from home than ever before - and many companies are beginning to rethink the way they define employment. From a business perspective, it's easy to see that significant costs can be reduced when employees work remotely. But how can these savings be balanced against the potential loss of team spirit and collaboration in shared workspaces? And which way of working do employees prefer? Do they miss the structure of an office - or is the increased flexibility and the fact that they don't have to commute a bigger benefit? Performance doesn't seem to be a big issue: Employees can currently prove that they can function well from home - provided they have the right tools and adequate support. Video conferencing, for example, has become invaluable for our team at Sitecore: not only to keep on top of work projects, but also to help everyone feel a little less isolated in the moment. We are also continuing to expand our communication and collaboration strategies both internally and externally - as most of our buyers are also working from home.

Use artificial intelligence (AI). The crisis of the last few months has shown us how quickly marketing plans can evolve. Since customer wishes and requirements can literally change overnight, we have learned that a six-month marketing plan may not be as valuable as we previously thought. Internal bureaucracy has been reduced. Lead times have been shortened. Marketing campaigns were implemented within weeks instead of months. In the future, it will be essential to continue working at this pace. But to be as agile and responsive as possible, we will need the right technology. In particular, AI is helping to increase efficiency and improve personalization - which is why it will become an increasingly indispensable part of the marketing world.

Remain flexible. None of us has ever experienced a business world like the one we are currently living through. It's an extremely challenging time, but it's also rewarding. At Sitecore, we feel encouraged by all that we have learned - and we know that we are now much better prepared to deal with unexpected situations. This newfound knowledge - and courage - will help us to remain flexible and adaptable as the demand for digital technology increases.

Reinventing virtual events. Most large companies are in the process of converting their in-person events into virtual events - at least for the rest of this year. Companies definitely need such events so that they can continue to stay in touch with current and potential customers. However, now that everyone is moving to a digital format, offering traditional webinars is no longer enough. To make an impact, the marketing team needs to get creative. They need to think about what they can do to make the company stand out. This involves finding ways to make the most of the situation. It is quite possible that the move to digital-only events could open up a host of new opportunities for a company. For example, participation can be extended to those who have not been able to attend face-to-face events in the past.

Prioritize the digital transformation. It was not always easy to champion the digital transformation. Although everyone recognized its importance, few were willing to take the necessary steps. But now the benefits of a solid digital strategy are coming into their own. Brands with the most effective reach and the best e-commerce capabilities have a competitive advantage. In contrast, those that have not yet progressed far enough with their digital transformation are now being forced to rethink their approaches. Changes within sales and marketing organizations are expected to be implemented quickly. Executives are beginning to truly understand the value of multi-channel, content creation and personalization strategies. Organizations will want to ensure that these key components of digital marketing are in place and ready to hedge against future market shifts.

Develop resilience. Without question, everyone who makes it through this crisis deserves recognition. But the world will continue to change - we all have to adapt to that. It is important for companies to focus on their greatest asset: their team. Companies should also build on the lessons they have learned. That way, they will be prepared for any challenges that lie ahead - be it routine competition in the markets or any unexpected disruptions.

A lot of the marketing now feels different - and it is. As we move forward, our shared values and humanity are important. This keeps us grounded and allows us to identify the specific tactics and approaches that our respective businesses need most to not only survive, but thrive in the future.

It is worth looking ahead.