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Overcoming the challenges of the past year has caused a gigantic shift in the marketing landscape. Along with the lifestyle change, consumer behavior has also changed—new marketing trends continue to develop and evolve faster than ever. Here are some of the top marketing trends, as predicted by experts, to watch out for this 2021 to keep your company ahead of the game!
Digital Transformation
One of the biggest shifts that we’ve seen is the transition into a more digital format. This transformation, ushered in by the pandemic, has shifted the way all types of industries operate for the foreseeable future and well beyond.
Companies have had to adjust to a veritable digital marketplace as consumers continue to rely on the internet, now offering services on a digital platform. If it can be done online, it will be: we see gyms having online classes and sessions, doctors making their services available via video and instant messaging, professionals across industries offering online consultations, and the boom of online shopping and delivery services. This adaptability will be crucial for all companies going forward—it’s a brand-new landscape with endless possibilities, and there is no sign that the preference for digitally-accessible services will be slowing down any time soon.
But this doesn’t mean that marketers should completely abandon non-digital platforms. Due to the increased amount of time spent online, consumers have grown weary and indifferent to online ads. Experts expect a revitalization of in-person advertising once people start going out again after more than a year of being cooped up inside. But in the meantime, companies should reinvigorate the way they use digital advertising and find newer and more creative ways to reach customers on a personal level. While people are at home, direct mail is also getting an unexpected renaissance, with companies engaging with customers via personalized mail like postcards.
Rise of Automation
The future is now. We live in a time where technology is so widely used, and marketers can no longer ignore the role it plays in making advertising more effective for companies and consumers alike.
Companies would be wise to invest more in AI. The sophisticated technology evolves so quickly and there are countless possible applications. Basic communication AI is already implemented in brand account and customer service chatbots, which has been shown to be preferred by many customers as it is available at all times, gives precise answers, and will never become irate or impatient. Algorithm-based product recommendations and advertisements are also extremely effective, as they learn the behaviors of the customers to provide better results and higher metrics.
Programmatic advertising—using software tools to streamline and accelerate buying digital ad space—is also on the rise and might be worth watching out for. Automating this process means more resources can be invested in the quality of the advertisements themselves.
Authenticity
The focus on authentic human content is and has always been attractive to customers. People will engage more with content that they can relate to and with brands that can communicate genuinely with them. As a company, centering your branding and advertising around a clear purpose elevates the whole brand and gives you a very clear marketing edge above the rest. Speaking of authenticity…
Influencers and Brand Advocates
The reach of influencer marketing is unmatched right now, and will only continue to be in 2021 and onwards. This is partly because this type of marketing feels more authentic and genuine than advertisements that come from the companies themselves. Having a real person vouch for your product makes the message seem more trustworthy. It is also more profitable: 58% of customers surveyed have bought a new product in the past six months because of an influencer. It’s a no-brainer: invest in the right brand advocates to spread your reach and unlock new and larger markets.
The Social Networks
A social media presence is still a basic requirement for any company looking to wade into digital marketing, but the times have made some changes in the scenery. People have grown to dislike Facebook as a platform, with many opting to completely ignore it altogether. Recently, even Starbucks has been reported to be evaluating whether being on Facebook is beneficial or hurtful to their brand, and if their presence on the site is even necessary at all. It might be good to explore the myriad social networking sites available. LinkedIn’s advertising potential shouldn’t be underrated, as many companies’ decision-makers are on the site directly.
The meteoric rise of short video content popularized by the likes TikTok is still going, and there are no signs of slowing down. Instagram (which is also owned by Facebook) now even has a similar short-video feature called Reels. It’s hard not to see why: according to the State of Video Marketing Survey 2021, 87% of video marketers reported that video gives them a positive return on investment, while 68% of customers prefer to learn about a new product or service via short video, as compared to articles or infographics.
Livestreaming
The reliance on the internet for information and entertainment, the rise of influencer marketing, and the clamor for video content has created the perfect storm for the rapid upsurge in popularity of livestreaming. Once upon a time it was more niche to gaming communities, but is now more mainstream thanks to celebrities and popular figures engaging on the platform. From influencers, gamers, musicians, actors, athletes—you name it, they’re live streaming. Companies would be wise to jump in on this; marketing tie-ins, merchandise partnerships, livestreaming events, the possibilities on this format are infinite.
Keeping up with marketing trends is vital for any company that wants to stay competitive in the market today. Adaptability is key: embrace the trends and elevate your brand from the rest.
Illustration/Designer: Andrew Catanyag
Research by: Emerald Singh
Writer: Chris Ignacio