Top 3 Marketing Lessons From 2020 

2020As 2020 comes to a close, I think a majority of people would agree it won’t be hard to say goodbye when the clock strikes midnight on New Year’s Eve. But with every experience good or bad, there are lessons to be learned and this year had plenty of them. From a marketing perspective, a few lessons or reminders really stuck out to me. Below are my top three marketing lessons from 2020!  

1. Agility is key. Did anyone’s 2020 marketing plan include a pandemic? None of mine did. Even before COVID-19, we saw many clients getting away from the traditional year-long marketing plan and opting to plan in shorter sprints. But the pandemic took agility to a whole new level when we were forced to drop all marketing plans revolving around in-person events, change messaging on the fly and rethink how to connect with our client’s customers from home. 2020 was an excellent reminder that marketers need to be agile and plan in much shorter sprints in a world that is truly unpredictable.

2. There is no limit to creativity. The creativity that came out of 2020 was truly incredible. From restaurants finding new ways to serve people, to people’s makeshift work from home set-ups to contraptions to slide kids their Halloween candy from a distancepeople found creative ways to work around living through a pandemic. The same held true for marketers, as brands came up with new ways to connect with their customers and new ways to network and work with each other. It’s amazing how creative we can be when we have to and it’s a great reminder to always keep the wheels turning and an open mind. If there is a will, there is a way. 

3. Digital is here to stay. As soon as we realized the pandemic wasn’t going away quickly, the importance of digital marketing skyrocketed as it really became the best and only way for brands to reach their customers. With many people not leaving the house, billboards, radio, in-person events like tradeshows and award ceremonies no longer had the reach they did a few months prior. Brands that heavily relied on these tactics had to figure out how to host webinars, prioritize their social media channels and make sure their websites were in tiptop shape to name a few changes we saw. Brands who may not have been as digitalsavvy had to figure it outAnd even as traditional strategies become a viable option again, consumers are going to expect brands to maintain a good digital presence.  

 There you have it… my top three of the many lessons this year has brought marketers (and in some cases the world as a whole). Cheers to surviving the year that was 2020!  

Rachel Lowe

Digital Marketing Manager

Rachel is a young veteran in the marketing industry with expertise in both digital and traditional marketing. She currently leads the agency's digital services with experience supporting numerous brands, including Bruegger’s Bagels, The Container Store, JOANN Stores, Mr. Chicken, San Diego Lighting Association and more. Rachel holds certificates in HubSpot, Email Marketing, SEO/SEM, Google AdWords, Google Analytics, Sprout Social and Video Advertising. She is also a member of the PRSA Cleveland board of directors and is the VP of Communications on the executive committee. Most recently she received the PRSA Rising Star Award, recognizing and honoring an outstanding professional with seven or fewer years of experience. A proud graduate of The Ohio State University, she holds a bachelor’s in strategic communication, and minors in fashion and retail studies and professional writing. Rachel is also certified in Digital Marketing Strategies Data, Automation, AI & Analytics from Northwestern University's Kellogg School of Management Executive Education program.