We all agree that 2020 will be a year to remember. There were plenty of surprises—the majority of which wreaked havoc on business and society. As a result, marketers had to learn to adapt, innovate and roll with the punches. Although the year has been stressful, we saw that individuals and companies can be truly resilient—and that most challenges also hold a unique marketing lesson and opportunity.

With the new year upon us, most of us are reflecting on what worked and what didn’t in 2020. Why did some companies sink, some companies struggle, and some companies thrive? The more we’ve thought about it, the more we’ve noticed a few common traits among the most successful brands, which we’ve translated into five major takeaways. As you prepare next year’s marketing strategy, think about how you can apply these lessons in 2021 and beyond.

As marketers, we work hard to plan, anticipate, and design strong strategies that help us hit our goals. But when something unexpected happens, those plans don’t always work. In 2020, the most successful marketers responded to unexpected events by adapting quickly and decisively. Whether it was the fallout of a global pandemic or the introduction of a new technology, smart brands were proactive in their approach and pivoted quickly to meet the changing demands of their customers.

How to apply it: You need a solid strategy to guide you but remember that no strategy is written in stone. To learn how to create a flexible strategy that can adapt, use our easy-to-follow marketing plan template.

During a particularly stressful and uncertain time, people crave community and connection. Brands that led with humanity, expressed solidarity, and looked for ways to help their customers and communities made a true impact—and built relationships that will last for the long run.

How to apply it: Focus on providing your target market with what they need. Because needs, wants and desires are constantly evolving, it’s important to have meaningful conversations with those who matter most to your organization. Use the information gleaned to restructure organizational approaches and goals as necessary.

The heart of your brand is comprised of your vision, mission and values. These powerful drivers guide your business and the choices you make about your brand. They also can be the key to genuine connection with people. This year we saw society grapple with a number of hot-button issues, and the companies that led with their values earned respect and support from their audiences.

How to apply it: As you head into the new year, make sure your vision, mission and values are appropriate and fully documented. Make sure everyone in the organization understands what your company stands for and look for ways to incorporate these elements into your marketing strategy.

Trust is the key to cultivating a successful brand, but you can’t cultivate it—or keep it—if you aren’t being honest with people, especially in times of crisis. When companies approach marketing with transparency and honesty, they create customer-centric messaging that builds trust with their audiences. This translates to long-lasting relationships that create enduring success.

How to apply it: Make sure that you’re walking your talk and create content that reflects that. Be honest and proactive in your communication. If you have a problem to address, do so explicitly and communicate the steps you are taking to correct the issue. If you don’t have a problem to address, demonstrate honesty and transparency in your brand by telling stories about your company and its culture.

This turbulent year helped us put a lot of things into perspective. One of the biggest takeaways for us is that life is short, time is valuable and where you spend that time matters. In terms of content marketing, focus on the initiatives that deliver the most impact and let go of everything that isn’t working.

How to apply it: Go back to basics. Revisit your ideal customer profiles and target markets, update your marketing strategy, inventory your content and make sure you are tracking the right metrics to measure your efforts.

The greatest opportunity 2020 has offered marketers is reimagining their products, services and business approaches to be truly customer-centric. Those organizations that successfully reorient their customer’s and buyer’s journey will emerge as winners. By putting the lessons learned into practice next year, businesses will be ready to meet changes and challenges in the marketplace head-on. As we move into 2021, give yourself a pat on the back. You made it through a wild year and you’re still here. Thanks for riding it out with us, and we hope next year brings better things and more prosperity for everyone. To learn more about how to maximize your 2021 marketing program, contact Trade Press Services today.