Optimize your marketing budget for 2022 and beyond


From shifts in physical mobility to altered sales and consumption habits, marketing has been in charge of alleviating some of the pandemic’s severe business impacts. In the beginning, the spread of the Covid-19 virus caused some of the biggest leading companies to focus their marketing efforts around the message of “stay home and stay safe". With the world slowly returning to our old habits, addressees still continue the pandemic’s habits and engaging online and planning for the future. Here's our essential list of marketing tips for recovery, growth and effective budget management in 2022!

Humanizing virtual connections  

One of the most important ways to get your target audience connected to your brand is by humanizing the virtual connections you create. This starts internally, through collaboration and teamwork, and transcends into doing the same for the people you’re trying to cater to. Starting and extending conversation in a time where physical interaction has been minimized is important. This can be done through a series of different methods, for instance, free webinars, free seminars, 1:1 virtual sessions with experts, product demos – even using AR and VR technology for a more interactive experience – and more. Stay creative!

Engaging through digital marketing

What better time than now to turn to digital marketing, advertising and experience to engage your prospects, all while cutting down on the resources you use. The requirements for diving into a digital experience focused strategy comprises of a wide range of steps, from investing into digital optimization tools for better customer experiences, to the stronger use of social media, search engine marketing and email marketing. After all, communicating via a digital channel is one thing; but making sure the information is customer centric and up to date is what will ensure prospects’ and customers’ loyalty!

Staying up to date with content production

Re-thinking and re-organizing your content flow is crucial. Although some people may have more time to spend surfing the net these days, make sure your content follows the quality over quantity rule. While keeping your audience up to date with the latest trends is one important part of content production, user-generated content is another great way to highlight what your organization has to offer, in a true, engaged and authentic way. You might also consider spending time on repurposing existing content by altering its format and making sure the information stays relevant. By reshaping and re-distributing said content, you're increasing the chances of higher performance and SEO ranking.

From in-person to virtual events 

Virtual events have been around for quite some time, but the quick turnover from a physical event to an online one has been a new process for marketers. Event marketing has focused its efforts in demonstrations such as webinars and live Q&A’s, trying to stray away from the mundane PowerPoint presentations and pre-recorded sessions – focusing on personalization. Virtual events will stay one step ahead, as they provide your audience with the flexibility to attend from any place and, when recorded for future reference, even at any time. The environmental benefits will also stay top of mind in post-pandemic times, as less need for business travel results in a significant reduction of pollution.

Keeping interaction alive 

Being interactive is one of the most important strategies in turning prospects and leads into customers and regular visitors. One way to make sure you’re achieving this goal is to add live chats, above mentioned on-demand webinars, and interactive content that engages (potential) clients, such as quizzes, surveys or Q&As. Your goal should be to stay relevant regarding the times we are living in, without losing sight of your company and brand image.


The Covid-19 crisis has rendered any past predictive models around budget almost useless. We’ve found ourselves in a trial and error situation, forced to manage relevant government and health guidelines. Marketers are now faced with the challenge of coming up with a collective agreement on how to move forward safely – not only in terms of advertising, but also in regards to collaborative experiences the organization can provide to their employees and clients.    

All in all, this past year has accelerated emerging trends to a whole new level. The revolution it means for the future is, more than anything, a revolution of adaption speed and depth. This isn’t only true for marketing, but for any other area of business alike.

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