Each year, the Association of National Advertisers announces a marketing word of the year.
The ANA named “pivot,” describing how marketers adapted to a year when nothing seemed normal.
The pivots some of ANA’s members reported weren’t really all that revolutionary.
Mastercard says it pivoted from “physical experiences to digital experiences.”
McDonalds says it “pivoted to a more emotional message.”
Trinity Health says it “pivoted to highlight new options for receiving care.”
Those pivots are just good sense. In fact, 2020 simply accelerated trends that were already in place.
CASE IN POINT
WarnerMedia is placing all of its 2021 movie releases on its streaming service, HBO Max, this year.
There was a lotta faux outrage over this move.
True changes in marketing – or, pivots, if you will – often do.
I don't like change.
But this strategy was already trending this way coming into the year.
It was only a matter of time until a WarnerMedia-like move came to fruition. The pandemic simply sped that trend up.
Making changes in marketing is something every brand should consider.
It’s called adaption, and looking to the future. Sony didn’t. Blackberry didn’t.
Pivoting is just a definition of what all great brands do.