# “Creative courage” is the go-to strategy for tech marketers in a post-pandemic age, Shaped By study reveals
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-07-18
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Tech Marketers Embrace Creative Courage Post-Pandemic
Meta Description: Discover how tech marketers are prioritising creativity, risk-taking, and new marketing channels in the wake of Covid-19. Study reveals industry trends.
URL: https://financedigest.com/creative-courage-is-the-go-to-strategy-for-tech-marketers-in-a-post-pandemic-age-shaped-by-study-revealshtml

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30 June 2021 “Creative courage” is the go-to strategy for tech marketers in a post-pandemic age, study reveals.

New [Shaped By](https://shaped-by.com/) study of over 200 senior tech marketers reveals that 74% believe the sector is ‘brave’ when going to market

Three quarters say the pandemic has sparked greater creativity and imagination

66% support courage and risk-taking in their go-to market approach

Design and creativity emerges as a lead priority for 60% of UK and US marketers

98% have [expanded and experimented with marketing](https://www.financedigest.com/marine-cables-and-connectors-market-is-projected-to-expand-at-a-cagr-of-5-3-from-2017-to-2025.html "Marine Cables and Connectors Market is Projected to Expand at a CAGR of 5.3% from 2017 to 2025") channel activities

Tech marketers looking to carve out a competitive edge in the post-Covid world are embracing creativity and taking more risks, according to a new [survey](https://shaped-by.com/perspective2021/) carried out by [Opinium](https://opinium.com/) on behalf of creative studio [Shaped By](https://shaped-by.com/). At the same time, [social and mobile marketing](https://www.financedigest.com/the-benefits-of-social-trading-in-a-volatile-market.html "The benefits of social trading in a volatile market") are key strategic responses to decisive shifts in customer behaviour.

Creativity more highly valued post-pandemic

In the survey of over 200 senior [marketers at UK and US tech](https://www.financedigest.com/tech-earnings-hit-pause-button-on-market-rally.html "Tech earnings hit pause button on market rally") brands, three quarters (74%) say their organisation was more creative with its go-to market approach in 2020 than previous years – while 73% report that the pandemic triggered more imaginative audience strategies.

Underlining the need for companies to adapt to rapidly-evolving audience demand, 66% of tech marketers in the Shaped By [study](https://www.financedigest.com/german-residential-property-market-faces-risk-of-price-drop-diw-study.html "German residential property market faces risk of price drop – DIW study") assert that creativity in marketing is more valued by their organisation than a year ago. Similarly, design and creativity has emerged as a lead priority for 60%, as [tech marketers seek](https://www.financedigest.com/exclusive-nissan-seeks-tech-tie-up-without-renault-as-alliance-nears-end-of-road.html "Exclusive-Nissan seeks tech tie-up without Renault as alliance nears end of road") alternatives to tried and tested methods. This is ahead of performance marketing (57%) and [market research](https://www.financedigest.com/lumen-research-hires-senior-director-of-marketing-and-appoints-new-chief-operating-officer-and-chief-strategy-officer.html "Lumen Research hires Senior Director of Marketing and appoints new Chief Operating Officer and Chief Strategy Officer") (55%).

Tech sector also encouraging more risk-taking

In parallel, the survey shows a trend towards bolder, more courageous, decision-making. 74% of participants in Shaped By’s survey believe the tech sector is ‘brave’, and 66% say their organisation supports courage and risk-taking in their go to [market strategy](https://www.financedigest.com/beyond-the-pill-strategy-to-be-the-centerpoint-of-facial-skincare-market.html "“Beyond the Pill” Strategy to be the CenterPoint of Facial Skincare Market").

That said, just 12% say the pivot towards a more risk-oriented, differentiated [strategy is down to Covid-19](https://www.financedigest.com/new-zealand-drops-covid-19-elimination-strategy-under-pressure-from-delta.html "New Zealand drops COVID-19 elimination strategy under pressure from Delta"). Instead, Covid-19 is acting as an accelerant for profound changes already in motion.

Marketers experimenting with new channels

One impact of the pandemic is that tech [marketers have embraced](https://www.financedigest.com/uk-developers-embrace-new-brexit-era-sales-marketing-strategy-by-attending-investorist-live-event-in-tech-hub-shenzhen.html "UK developers embrace new Brexit era sales & marketing strategy by attending Investorist Live event in tech-hub Shenzhen") new communication channels, with 98% expanding activities on lightly-used channels or experimenting with new ones. Before the pandemic, online advertising and [social media](https://www.financedigest.com/why-no-event-should-be-planned-without-a-social-media-strategy.html "Why No Event Should Be Planned Without a Social Media Strategy") were the most common channels used, mentioned by 42% and 38% of marketers respectively. During the pandemic, channels used for the first time have included:

Online events (25%)

Webinars (23%)

Social media (21%)

The Shaped By survey shows a disparity between large companies (+1000 employees) and smaller companies (between 50-499 employees). Compared to smaller counterparts, [big brands](https://www.financedigest.com/big-brands-set-to-miss-plastic-sustainability-targets.html "Big brands set to miss plastic sustainability targets") were twice as likely to use online advertising and digital events, nearly three times as likely to use social media, and four times as likely to use SEO.

Social marketing proves its worth

Tactical use of online events and webinars during Covid-19 should not deflect from deeper trends. With over a quarter of tech marketers (28%) experiencing an increase in audience engagement over the pandemic, social media is emerging as a key way in which end users explore and acquire products and services. 39% of surveyed marketers deemed social marketing to be the most important area to focus on. Mobile marketing (34%) was also front of mind, as was purpose-led brand marketing (34%).

Audiences responding to new content and messaging

Encouragingly, 59% of tech [marketers have seen an increase in audiences responding to different types of content](https://www.financedigest.com/beyond-the-pill-strategy-to-be-the-centerpoint-of-high-content-screening-market.html "“Beyond the Pill” Strategy to be the CenterPoint of High Content Screening Market") and there has also been significant uplift in the ability to get leads (55%). One warning sign, however, is an increase in potential clients dropping off the [sales cycle at different times](https://www.financedigest.com/tech-ceos-wax-poetic-on-ai-big-adds-to-sales-will-take-time.html "Tech CEOs wax poetic on AI, big adds to sales will take time") (51%) – probably because of new work patterns. Businesses best-placed to counter this volatility are those that have cemented their bond with customers. For example, the renewal of subscriptions and upselling of products/services remained robust during 2020 with 49% reporting increased frequency and 37% no change.

Brands humanising their offerings

Shaped By co-founder Nick Farrar believes the appetite for experimentation and creativity shows that tech marketers are switching from a sales approach to a value-driven ethos. “Many [tech brands](https://www.financedigest.com/how-a-british-tech-brand-can-maintain-category-leading-position-and-continued-growth-by-investing-in-the-uk-people-and-infrastructure.html "How a British tech brand can maintain category leading position and continued growth by investing in the UK people and infrastructure") found themselves in the eye of the storm with Covid: their technology was in huge demand, but they also needed to step up in a crisis situation,” he says. “As a result, brands have strived to humanise their offerings, and connect on an emotional level.”

Emphasis on community and collaboration

This mindset rings true for Barbara Moreno, head of marketing, NDC\[X\] at Amadeus, whose airline [clients were severely hit](https://www.financedigest.com/unicredit-sets-out-8-billion-aid-package-for-italy-clients-hit-by-surging-prices.html "UniCredit sets out  billion aid package for Italy clients hit by surging prices") when Covid-19 struck, causing a global shutdown of the travel sector. Like 28% of marketers questioned in the survey, Barbara saw a growth in audience [engagement last year amid a Rethink Travel campaign her company launched to spark conversations](https://www.financedigest.com/how-conversational-commerce-can-help-banks-engage-with-millennials.html "How conversational commerce can help banks engage with Millennials") on the best path forward. “This pandemic has forced us not just to be creative, but also to be more empathetic,” she says. “We need to be really understanding about what our customers are going through, and engage them in a collaborative team spirit.”

Getting [back to marketing basics](https://www.financedigest.com/investors-go-back-to-basics-with-simpler-self-driving-vehicles.html "Investors go back to basics with simpler self-driving vehicles")

Dave Corlett, business director at Shaped By, comments. “Brands are realising you have to communicate with clients around their passion points, and the [problems that you can solve](https://www.financedigest.com/british-start-up-reveals-the-secret-to-solving-the-problem-of-identity-fraud.html "British start up reveals the secret to solving the problem of identity fraud") for them. So it’s about getting [back to the basics of core brand](https://www.financedigest.com/2016-the-fight-back-of-the-established-brand.html "2016 – THE FIGHT BACK OF THE ESTABLISHED BRAND") identity – and how you communicate on a genuine and profound level.”

Inexorable march of tech – and how creativity fits in

Increased emphasis on risks and creativity does not, according to the survey, signal a rejection of the [trend towards AI/machine learning and data-driven marketing](https://www.financedigest.com/polypropylene-woven-bags-and-sacks-market-quantitative-market-analysis-current-and-future-trends.html "Polypropylene Woven Bags and Sacks Market: Quantitative Market Analysis, Current and Future Trends"). 50% of survey respondents say their [marketing is dominated by technology with 27% noting](https://www.financedigest.com/the-chelated-iron-agricultural-micronutrient-market-to-escalate-on-a-holistic-note.html "The Chelated-Iron Agricultural Micronutrient Market To Escalate On A Holistic Note") a dominance of creativity and 24% reporting an equal mix of the two. The underlying message is that tech [marketers need](https://www.financedigest.com/why-markets-need-a-players-more-than-ever-before.html "Why markets need A-Players more than ever before") to accommodate creative and tech under one roof.

The new study findings come from [Shaped By](https://shaped-by.com/), a creative studio for tech-fuelled brands that recently underwent a makeover of its own. Founded by Nick Farrar and Steve Goss in 2005, it has steadily grown its influence and expertise within the tech sector on both sides of the Atlantic over recent years, working with companies including [Autodesk](https://www.autodesk.com/), [Rubrik](https://www.rubrik.com/en) and [Nutanix](https://www.nutanix.com/).


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