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Five bites for marketing and sales impact, strategy, and success


1. 3 content trends to look out for in 2021 πŸ‘€

Last year taught us all to take yearly predictions with a pinch of salt. But after marketing in 2020 was catapulted into 2030 in just six weeks, the trends and data gathered last year are useful signposts for 2021. Here are three content trends that emerged in the digital-first, remote age to keep on your radar:

  • Lo-fi content creation
    As marketing teams navigate a combination of budget cuts, layoffs, and tight deadlines, lo-fi content allows teams to continue to meet demand without joining the design team's to-do list. This type of content cuts operational corners in favor of authenticity and uses an unpolished look to its advantage. 
  • Hyper automation
    From AI copywriting tools to content automation technology, this year will be powered by automation more than ever before. According to Gartner, companies will automate as many business and IT processes as possible using AI and machine learning.
  • Inclusive accessibility
    Companies that are transparent about their social and political leanings grow twice as fast as those that aren't. Christi Olson, Head of Search Advertising at Microsoft, says that content marketers should champion inclusive strategies and show their values like never before. 

Find more about these trends here.


2. Augmented reality improves conversion rates by 90% πŸ‘½

It's estimated that by 2022, 1.9 billion people every month will use AR. Augmented and virtual reality are the next frontiers of customer experience. They are set to upgrade everything from online shopping - by providing you with an in-store browsing experience - to taking your Instagram selfie - with the help of 360-degree filters. These solutions offer marketing and sales teams the chance to create deeper, more personal customer experiences from home. Telling stories via branded environments or guiding a customer through virtual training allows teams to make up for the lack of in-person connection at events or pitches. The results of doing so are persuasive: conversion rates were up by 90 percent in 2020 among users engaging with AR over those who didn't. More on the possibilities of AR and VR here.


3. What CMOs around the world are planning for 2021 🌎

A survey conducted by Gartner asked 432 leading CMOs and marketing leaders how they are positioning their 2021 strategy. It turns out that 73 percent are planning to follow low-risk, low-return options this year after budget cuts and persisting economic uncertainty. Most are choosing to focus on their existing customer base instead of chasing growth in new markets, with 39 percent aiming to increase sales from current customers and 34 percent planning on releasing a new product to attract more buyers. 

While cutbacks and more uncertainty are on the horizon, there's one budget marketing leaders expect to increase: technology and digital advertising spend. 68 percent of respondents said they want to expand their tech portfolio this year, with the vast majority preparing to see a bounce back in total media spend. More on this here.


4. Yes, the color of your CTA button makes a difference 🎨

Ever since scientists at the University of Durham published research that showed athletes were more likely to win if they wore red, the theories about color's impact on success have been multiplying. The truth is that 85 percent of consumers feel that color is a primary influence in choosing a product or company. And color impacts our decision making even when we're not aware of it: Hubspot found that changing a CTA button from green to red increased performance by 21 percent. 

So is red the best color for brands? Judging by the Fortune 500 companies, not quite. Blue in logos and designs is still the favorite, followed by red, black, and green. However, when choosing the color of your CTA buttons and email headers, you should consider context, brand positioning, and target audience. Read about the nuances of color choice here.


5. How to ace a B2B podcast β˜•

You only have to look as far as the recent rumors about Apple’s podcast subscription service to see the podcast's growing power and potential. Podcast listeners have increased by 37.5 percent over the past three years. Now that the days of fighting with colleagues over what's on the office radio are behind us, the uptrend in podcast listening is only expected to continue in 2021. But as many brands jump on the trend, how can your B2B podcast stand out? 

Wendy Covey, CEO of Trew Marketing (and podcast host, naturally), suggests that the key is focus and restraint. Before starting out, take time to understand your podcast's purpose - and use this to maintain a common thread between episodes and drive your discussion topics. Plan with your audience persona in mind and continually prioritize what is likely to be most interesting to them - whether that's the questions they might have for a guest or the pain points they might experience daily. More podcast strategy tips here.


See you next time,


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