With the chaos of 2020 behind us, it is time to see into the future what we can expect in the next 12 months.
It was 2020 to make it benign, unpredictable. This meant that while some pandemics were predicted, which eventually showed up, others did not show that different scenarios forced changing elements of the marketing landscape.
In particular, e-commerce sales have skyrocketed, people are spending more time on social media, and video conferencing has become the norm. This has led to a significant change in the way the brand interacts with consumers.
So, ahead of the new year, what marketing trends will continue in 2021?
Here are some significant trends to keep in mind:
1. Live Streaming and Enhancing Effective Content
Stay at home meant that the programs were canceled, and consumers could not attend the person. They also could not communicate with their friends and family.
This has increased the number of people for live broadcasting, be it branded live broadcasts, live broadcasts from their favorite celebrities, or online seminars.
On Facebook, live streaming of videos are increased by 50% during the lockdown period, and Instagram views increased by 70%. The use of TikTok skyrocketed in 2020, and there is a good chance that we will see this upward trajectory continue to develop in 2021.
Human-driven content, such as a live stream of the influencer, can build trust and leverage the instantaneous connection that consumers crave for 2020.
Amazon Live went live during the epidemic. Influencers stepped onto the stage to promote their favorite products during the live event. What’s more, live streams were available for purchase, which meant that viewers could shop while watching.
2. More and more Goodwill and focused mission from brands.
“The smartest brands will understand where they live on their customers’ social media and find creative ways to fit into the conversation.”
Consumers may not communicate with brands they perceive as “suspicious” or unwilling. Why would they invest in something they cannot trust or believe in. This is why communication will be necessary for brands that remain a reliable source in 2021.
Now more than ever, brands have to dig deeper to find out how to succeed in turbulent times. To do so, Deloitte says brands need to “understand why they exist and who they are for.”
We are no strangers to seeing good things happen to brands, but we will emphasize this even more next year.
3. User-generated content to improve customer service.
Customer experience has never been more critical.
Consumers crave great brand experiences that are easy to remember. They need proof before buying and want to be convinced – after all, no one wants to make a wrong decision.
User-generated content (UGC) flags all fields when it comes to related content:
- Builds and strengthens communities
- It makes you happy and happy.
- This allows the brand to find customers where they are already communicating.
- This helps brands generate more content between domestic use orders and restrictive measures.
- User-generated content has long been an effective way for brands to build relationships with their customers and provide social proof, and it will become a common theme in 2021.
4. Focus on stability
81% of consumers strongly believe that companies should contribute to a better environment.
This number is not surprising. Over the years, we have seen a shift in brands moving towards a more sustainable future, that is, the material they use, the packaging, their systems, or whatever.
The hunt for a greener planet continues, with consumers actively looking for goal-oriented and environmentally conscious brands. As the world remains a volatile place, in 2021, it will be necessary for brands to prove their resilience.
Ocean Cleanup is an excellent example of a brand that has been successful. In late October, he unveiled his first product, collected entirely from the Great Pacific Garbage Field.
He used TINT to run an advertisement that described how the brand would continue to use recycled ocean products to create beautiful, sustainable products. In the full turn of events, the products’ revenue will be returned to the brand cleanup campaign.
5. Inclusivity will be the key.
Inclusion has also become an essential area in 2020, with the Black Lives Matter movement highlighting the spatial issues present in various spheres of society.
Accenture study suggests that a cultural shift toward inclusion also affects shopping behavior: 41% of buyers abandon retailers who do not reflect their views on identity and diversity, and 29% consider the brand Ready to change entirely if they don’t—not showing enough diversity.
Brands that are considered non-inclusive or do not engage in discussion about inclusion are likely to face its consequences in 2021. On the other hand, brands that openly demonstrate their engagement for inclusive purposes will leverage and develop stronger connections with their customers.
6. Increased voice and visual search.
An increasing number of consumers are searching using voice tools such as Alexa. Maybe it’s because people get stuck at home with limited ability to talk, or maybe it’s just because this type of technology is more readily available (about one in four American homes has some smart speaker ).
But it’s not just the voice search that will dominate in 2021 – we can also expect other creative search methods, such as visual search at the top.
Google Lens allow consumers to search for what they see. This means that marketers will need to pay even more attention to Image All Text and Sitemaps for images. The following year, visuals will assume greater importance in the SEO game.
It will also be profitable: Retail Customer Experience Estimates by 2021:
“Early adopters who upgrade their websites to support visual and voice search will see a 30% increase in their digital commerce revenue.”
7. Easy to use the content.
In 2020, people also began to rely on easy-to-use content – things like podcasts that can be used on the go or newspapers that go directly to customers’ inboxes.
Research shows that 55% of Americans now listen to podcasts, and mentions in newsletters increased by 14% during the lockdown.
Advertisers are spending more on podcasts, a sign of their continued success in 2021.
Convenient and accessible content such as podcasts and newsletters will help brands connect more closely with customers and provide a closer way to stay connected.
8. Programmatic advertisement
Programmatic advertising means using AI to buy ads so that you can target a more specific audience. For example, real-time bidding algorithms are a form of advertising purchase. This automation is much more efficient and faster, meaning higher conversions and lower customer acquisition costs.
It is changing the face of digital advertising so fast that 86.2% of digital display ads in the US will be programmers by 2020, according to eMarketer.