7 Marketing Lessons We Learned Thanks To COVID

As we’re happily shifting into 2021, let's remember the lessons we learned in 2020.

So much happened last year, it's dizzying to think about. In hindsight, it seems nearly unbelievable - but somehow, we did it! Together, we did it. Challenge after challenge, we overcome the barriers to make it to 2021. In the process of trying to thrive despite turbulence, we’ve all grown immensely.

That growth has extended into the world of business, too. One example is the marketing industry. We've learned some big lessons from the pandemic. Here are a few of them:

Keep the Message in Mind

 2020 tore away many of the gimmicks that were commonplace in marketing. Last year, everyone had a ton on their mind, so our marketing messages needed to be to the point to be effective. Customers didn't need all the noise on top of the campaign. It was so much better to simply serve it straight. As a result, marketing has become better at honing one strong core message.

Always Be Prepared to Pivot

Being open to change wasn’t an option in 2020. The pandemic hit us with challenge after challenge and the turbulence never let up. The only way to stay afloat was to become comfortable being uncomfortable..

 We all learned to put one foot in front of the other - and if need be, to take a step back and start again.

Be Authentic

 Authenticity and honesty came to the forefront of marketing concerns. When faced with a crisis, people need truth. The public was searching for answers to their many questions, and that put a big responsibility on message creators. We had to be sure to find an authentic way to get the message across. Then again, authenticity is always in fashion.

Know When to Drop the Humor

 A global pandemic is no laughing matter. COVID was a disaster that took the lives of people all around the world. Feelings of loss, grief, sadness, and stress were everywhere - and marketing had to be sensitive about it. Marketing learned the valuable lesson of when to drop the humor. It’s easy to revert to humor, but it’s not always the best answer. Marketing professionals needed to think deeper and come up with new ways to impress their audiences.

Understanding the Red and Green Lights

 We’ve all gained a greater sense of tact in 2020. Knowing when to pull away and when to push is also thanks to COVID. Learning how to read the red and green lights is a valuable skill. Marketing has learned about pace, and about the value of giving your audience the space they need.

The Importance of Showing Up

 Sometimes, you can’t stay silent. The coronavirus pandemic taught marketers how important making a statement is. Going dark on your sphere is the worst thing to do during a crisis. Saying something meaningful, checking in, and fostering communication has become an industry practice this year.

Reasserting Core Values

 At the end of the day, this business is all about people. It's all about relationships. 2020 brought our values to the forefront and forced us to focus on the things that matter most.

2021 is a whole new year for all of us in marketing. In addition to these 7 lessons, I'm bringing forward my favorite Zoom background from Joe Pepe, shown above.

What lessons from 2020 are you bringing with you into 2021?