After what seemed like the longest year ever, we now have a fresh start in a new year. But this new year also brings new marketing trends. So what kind of marketing strategies can we expect to see in the year to come? What metrics do we need to focus on? Among talk about voice search, augmented reality, and chatbots, this is what we think you should focus on this year. Stay tuned to find out everything you need to know to totally conquer whatever this next year brings!
1. Virtual Engagement Is Here to Stay
Perhaps one of the biggest questions of 2021, in general, relates to the COVID pandemic. Will we be able to get back to our normal lives with the distribution of vaccines? While the answer to that question remains to be seen, what we can tell you is that a lot of the marketing changes brought on by COVID aren’t going anywhere.
Take virtual events and webinars, for example. This trend came about due to necessity, but it will remain due to its convenience, overall success, and the new technology that keeps emerging to make it even better.
That being said, brands will need to be more creative about how they promote virtual engagement now that it’s been the go-to method for almost a full year now. People are craving connections, and brands will need to forge meaningful ones with consumers in order to really be successful in this new age and bring the customer experience that people are looking for.
A lot of this can be done through more intimate, targeted, and meaningful events that allow digital marketers to maintain a connection and an influence long after the event has ended, as well as quality content that gives consumers what they’re looking for.
2. Brand Values Are Still Important
2020 saw a rise in community activism and messaging spanning a wide range of issues. Consumers have come to expect brands to speak out on issues and promote certain values. It’s not enough to just be a nameless and faceless company anymore — you need to stand for something, and your marketing campaigns should reflect that. Despite having turned the page on 2020, this is something that we will continue to see in 2021.
Take environmentalism, for example. This has long been an important value for consumers, especially millennials and Gen Z. In fact, 81% of consumers strongly feel that companies should take steps to help improve the environment. Whether this means using recyclable packaging or going carbon neutral, companies need to be very deliberate and dedicated to this cause—it’s not enough anymore to just post an infographic.
At the same time, this can be a very difficult area for a marketing team to navigate. After all, you don’t want to be divisive or alienate people by “taking a side.” It’s definitely a tricky balancing act that many brands will struggle with throughout the year and beyond, but it has simply become an unavoidable aspect of our current climate.
3. More Shopping on Social Media
Brands are well aware that they can use social media to increase brand awareness, but what about actual sales? Social media will definitely become a huge channel for eCommerce sellers in 2021. Instead of browsing products directly on brand websites or dedicated eCommerce channels, consumers have begun to respond to the convenience and ease of searching for products directly from the social media platforms that they use, like TikTok and Snapchat.
These algorithms of these platforms are able to provide consumers with highly tailored product recommendations based on all the data they gather about their users. CMOs all over the world have started taking advantage of the information provided by these artificial intelligence and marketing automation tools to personalize user experience, and it’s making a difference. Consumers have definitely noticed this and have changed their purchasing habits as a result. For example, in 2020, 46% of Instagram users purchased one or more products that they saw in an advertisement.
Instagram now has a dedicated shopping icon that features brands and products based on your account’s follows and likes. Facebook has had its own “Marketplace” for some time, but now brands can add their products to the mix! When users search for a specific item, eCommerce items now show up alongside local items that have been posted by individuals. Expect to see this digital marketing trend appear on other platforms and continue to grow on its existing platforms. It’s definitely something that’s worth considering alongside your standard search engine optimization (SEO) tactics.
4. The Evolving Role of Influencers
The evolving role of influencers is another marketing trend to keep an eye on in 2021. As you’re probably well aware, influencers have been around for a few years now, and their role in content marketing, in particular, only continues to increase. That being said, it’s important to take a step back and re-evaluate the role of influencers as our world continues to change.
For example, many brands automatically assume that they have to have the biggest influencer names as touchpoints in order to have a real effect on reach and purchases. However, that’s not necessarily the case. In fact, there are so-called “micro influencers” who generally have a following of fewer than 3,000 people. So why would you want to work with a micro influencer with 3,000 followers instead of working with a traditional influencer with millions of subscribers?
The answer to this question comes down to trust and relatability. Micro influencers are more likely to be seen as everyday people that followers relate to and have more in common with. They are also likely to be seen as more trustworthy as they are able to build more in-depth relationships with their smaller followings, further contributing to your customer journey. Finally, micro influencers are often easier to work with as they don’t have tons of big-name brands all competing for a partnership. As a result, micro influencers are great partners for niche startups or small businesses trying to get their name out there.
Another aspect to consider as it relates to influencer marketing is accountability. When partnering with influencers, now more than ever, you really need to make sure that it’s truly the right partnership in terms of shared values rather than just a convenient one.
Consumers have really been holding influencers accountable for perceived missteps, whether it’s racism, sexism, flaunting COVID precautions, etc. And when they hold the influencer accountable, they will hold associated brands accountable as well. So always make sure to fully vet and consider the pros and cons of any influencer that you partner with to ensure that it’s truly a low-risk and beneficial partnership.
5. Omnichannel Marketing Is the Way to Go
In 2021, brands should be utilizing an omnichannel marketing program that spans multiple platforms for maximum reach. Obviously, this is easier said than done. After all, there are so many different platforms out there and bases to cover — how can you possibly hit them all?
Perhaps one of the best things to do is to work with an expert. Greg Gillman, for example, specializes in omnichannel growth strategies for direct-to-consumer brands. He has been able to generate nearly $4 billion in annual revenue for his clients, including big names like Adidas, Petco, Ring, Theragun, and more.
But what does an omnichannel marketing program look like in practice? For starters, it should focus solely on the customer rather than on the channel. Omnichannel marketing also goes beyond simply incorporating social media marketing, email marketing, SMS marketing, and other digital marketing methods. Instead, you should also embrace other platforms like online marketplaces like Amazon, popular podcasts, YouTube video content, and review sites.
We are likely to see even more new channels and areas of engagement in 2021, so make sure that you are utilizing all of them with an omnichannel marketing program!
Conclusion
As you can see, 2021 will be a big year for marketers with a lot of changes. Understandably, this is an area that can be very difficult to keep up with. However, you can really stay ahead of the curve within the marketing world by working with experts like Greg Gillman.
Sources:
Sustainability is a value that’s changing consumer and retailer behavior | Business Insider
Micro-Influencers: The Marketing Force Of The Future? | Forbes
How to Identify the Perfect Influencer for Your Business | Entrepreneur
