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Introduction

As years go, 2020 threw up more than its fair share of challenges for marketers. Unfortunately, we’re not out of the woods yet. So we reached out to B2C marketing professionals across a range of sectors to see what they’re up against. 

While 2021 looks set to be another year of challenges, it’s one that marketers are now better equipped to deal with. The pandemic has forced us to adapt, develop new skills and think more creatively. Ultimately, it’s made us more resilient, which is evident in the determination and optimism these marketers share.  

Marketing Challenge #1: Content bottlenecks

Blake Hardwick, Marketing Manager @ Greenberg & Stein

“The pandemic caused a big change in the ROI we were getting from traditional marketing methods. With fewer people going out and interacting with this type of marketing, we needed to put a bigger focus on the digital side – that’s easier said than done. A higher demand for digital content has put stress on our marketing team. Yes, we were able to save time through not having to create as much traditional content, but the adjustments to our marketing plan and the rearrangement of our marketing team was quite time consuming, and our content plan has been delayed. We’re currently working to mitigate this bottleneck, but the ripple effect a bottleneck has could cause it to last longer than we expect.”