1. Impressions will go on life support.
We’ve said it before, but this is the year that even the most impression-addicted folks will seek alternatives. Not only is senior leadership skeptical of meaningless numbers that don’t connect to corporate profits, but increasingly leadership, clients and others who control checkbooks are demanding to know exactly who the people, buyers and influencers behind those numbers are. If you can’t provide those details, you’ll be thrown out of the board room.
The good news is that there are a ton of tools out there that can help. The bad news is that they probably aren’t part of your toolkit yet. Tools like Spark Toro help you find the publications, people and hashtags that your target audience is actually reading. Others, like One Count integrate all of your audience data into a single source that then tells you exactly what they pay attention to and, more importantly, what they respond to.
If you haven’t got the budget for a new tool, you’ll be spending 2021 getting really good at Google Analytics, tagging everything you do, upping your SEO rank and running a lot of pre/post surveys to show you’ve moved the needle.
2. You will never leave crisis mode.