Ready, Set, Go!
The speed of modern technology can’t be stopped, no matter what’s thrown at it (worldwide pandemics included). Just when you think you’ve got it all figured out, BAM, a new statistic or technology is released that changes everything. But, keeping up with these changes and staying ahead of the game is what ultimately brings success.
2020 brought us a variety of different trends that were highly utilized throughout the year (whether we liked it or not). However, what really took the cake in 2020 was the influx of virtual and augmented reality trends. They became massively popular and their popularity is growing even more as we enter 2021. In fact, this virtual world has and is continuing to open many doors (windows) to digital marketing opportunities. For instance, we’re able to host events and conferences from our personal living spaces. It’s basically changing the way we interact and broadening the mediums we communicate on.
So, with that being said, let’s see what’s predicted for the long-awaited 2021.
Covid-19 Did What Now? Created Trends?
Yes, yes it did. A global pandemic actually did cause some marketing trends to arise. To start, video calls sky-rocketed, becoming one of the largest and most “convenient” ways of communication in this new norm. But that’s not the craziest part. What is? That these digital pivots have become permanent. Businesses have started to turn roles into indefinite remote positions, making virtual the new, permanent norm. Who would have thought?
Sure, it can be challenging to adapt to these shifts, but if there’s one good thing that came out of this trend, it’s that it’s made companies stronger. It’s made people step outside their comfort zones and change how they work – facilitating growth and unity.
On top of this, we’re expecting to see an increase in online content creation in 2021. Covid-19 showed us that if we’re not online, we might as well not exist. Online marketing is inevitably growing and businesses are investing and budgeting for it. With more people stuck at home, that means technology is one of their only connections to the world. Google claims that more than 90% of their users utilized devices for help and inspiration while in the middle of the task. So, here’s our suggestion – get your content online!
Personalization is Still King
Personalization is always a top priority – but even more so going into the new year. With the emergence of numerous online product design tools and platforms, customization is projected to be at an all-time high in 2021. More and more people are working remotely and that type of environment closes off the outside world and limits opportunities for connection. As a result, now, more than ever, finding ways to connect in a personalized manner is crucial. It’s an easy way to replace the face-to-face interaction we so dearly miss and let’s be honest, personal connections with potential buyers and current clients makes all the difference. But how do you get started? It’s relatively easy.
Start by figuring out what type of communication you want to use based on their preferences, interests and behavior. Since we can’t exactly use body language and other indicators to communicate, we must depend on tone and language. Then, tap into their behaviors and interactions through ads, social platforms, and other analytical tools. Finally, test and track what’s working and what’s not. At the end of the day, it can’t be a one size fits all approach, especially when you’re dealing with new marketing technology.
Micro-Moments are Macro-Important
Noun: An intent-rich moment when a person turns to a device to act on a need to know, go, do, or buy.
Micro-moments might be a new concept for you – and that’s OK. To get started, meet your customers where they are in their buying journey, whether that’s in the awareness stage, the consideration stage, or making their final purchasing decision. It’s important to respond quickly and catch them right away, wherever they may be in the process. After all, people lean heavily on instant gratification now that everything is a click away. There’s limited time during these micro-moments, and we don’t want you to miss out. “When we act on our needs in the moment, our expectations are high and our patience is low. This makes the quality, relevance and usefulness of marketing more important than ever.”
Omnichannel Marketing is on the Rise
2020 brought customers even more options to communicate with companies – whether that be by website, app, social media, email, text, etc. But true communication success is turning customer acquisition into customer retention – and that’s done by setting up proper and correct communication channels through omnichannel marketing. First and foremost, it’s about your customers, so focus on them when capitalizing on omnichannel marketing. This could be through above-and-beyond customer service, efficient navigation, specials for loyal customers, or simply creating well-rounded user experience that’s consistent in both visuals and messaging. Behavior, on the other hand, is the key to understanding any customer – and that’s the fundamental to creating your channel – knowing how customers will react. Since many people switched to an online presence in 2020 (43% to be exact), an omnichannel approach has basically become mandatory. And, as a result, we’re expected to see a bigger emphasis on multi-channel attributions, community efforts, and video within marketing.
So, What Trends Should You Focus On?
First things first, make sure you understand your company’s pain points, current marketing strategies, and overall goals to ensure you’re fully grasping what changes need to be made and how to implement them. Make, sure you know your target audience, and keep up with the way they shop and research your products and services. Along with this, it’s important to stay relevant – research, research, research – predict what’s to come, and work on fully understanding these upcoming changes in not only the market but in consumer behaviors. Keep track, listen, observe, and absorb.
2021: Be Prepared
As we said before, changes in 2020 happened at rapid speed, and it wasn’t always easy to prepare and keep up. We hope that we’ve provided you with some insight for 2021 that you may not have had going into 2020, because, as they say, hindsight is in fact…20/20. Ready to say goodbye to 2020 and hello to 2021 marketing? Contact us, and we’ll help you brainstorm and execute your next campaign.