4 Marketing Trends to Prioritize in 2021

If there is anything we’ve learned from the past year, it is that the world can throw unexpected curveballs at any time. Marketers, who are typically nimble on their toes, had to rework how they operate to think faster and act even quicker during 2020. Any expectation about how the year would flow or quarterly performance predictions were thrown out the window. 

As we move into a new year, here are some future-proof trends that, even despite an uncertain future, can help your team focus on keeping the ball rolling.

 #1 - Prioritizing Experimentation 

Nothing is “normal” or as it was. Best practices and standards are out the door. People are watching and evaluating consumer behavior data on a daily basis instead of looking at previous trends because the lives and behavior of consumers has and will continue to drastically change.

Now is the best time to try something new, fail, learn, and try again to determine what sticks. This idea is especially applicable to content creation. Usually optimizing video is a “best practice,” and, while it still is and video is excelling on platforms like TikTok or being adopted on other social platforms, it is also necessary to think outside of the box in regards to what makes your company unique.

Everyone is online, everyone is trying to be different. Marketers need to ask themselves if their:

• Creative outreach is working.

• Previous strategy still resonates with their target market and, if not, could it be more personalized?

• Budget is best spent elsewhere - can they do more with less or change focus? 

#2 - Remote Work + Managing Internal Communication 

Companies and employees have noted the financial and performance benefits of remote work. While an environment conducive to deep focus may lead to productivity, team interaction may suffer in this continued time of separation. Leaders can improve internal communication by measuring adjusted KPIs for at-home work. 

In addition to encouraging Slack communication, continually offering virtual happy hours, and staying connected through video conferencing, Aram Lulla, a contributor at Forbes, suggests measuring an employee’s self discipline and communication effectiveness to ensure they are connected, supported, and engaged while working remotely.

Read More - The Importance of Internal Communication During a Crisis: Tips + Tricks

#3 - Growing MarTech 

Ecommerce experienced exponential growth in 2020, seeing a “129% year-over-year growth in U.S. and Canadian orders.” Going into 2021, investment in ecommerce and MarTech will continue to be priorities. Online behavior makes consumer data easier to track, which will help inform ad spend and priorities moving forward.

With that in mind, marketers need to be: 

• Wary about invalid traffic with ad fraud as people take advantage of digital marketers investing in ad campaigns, and 

• alert regarding the changes in tracking and targeting regarding privacy regulations and Universal IDs. 

Here are some more predictions about MarTech in Retail, Ecommerce, and AdTech.

Read More - Ecommerce in 2020 + Beyond

#4 - Embracing a Human-Centered Approach

Although many brands once proclaimed the phrase “We’re in this together,” going into the latter half of the year, consumers took note of who actually was investing in their employees, consumers, and society as a whole. Many brands took to virtue signaling during the summer, which at the time, seemed appropriate, but could be seen as inauthentic if they haven’t followed up. According to Edelman, “63% of Americans believe that brands that issue a statement in support of racial equity need to follow up with concrete action.” 

Taking a stand is valid, but words have meaning and promises should be kept, especially in the name of racial equality. This pandemic has taught us that people need people, and people need to care about other people. Empathy drives business. 

How are you continuing to care about your employees, community, consumers, partners, and stakeholders? Some marketers believe that partners or agencies should be more flexible with contracts to preserve the relationship with their clients. 

Some companies really shined this year by showing empathy through their marketing ads.

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Things to keep an eye out for: 

• As things continue to be digital, data privacy will remain a concern. Building trust with consumers is more important now than ever. Brands should consider investing in influencers who portray vulnerability and authenticity to be solid brand representatives. 

• The vaccine may lead to the return of trade shows in late 2021. Phasing into conferences and gatherings may mean fewer attendees and opportunities. Focus on how and what will make a big impression.

• Different industries have an array of focuses moving forward. Check out the recap of interviews we had with over 20 marketers across multiple industries ranging from Entertainment to Healthcare to Hospitality. 

  Read More - Industry Marketing in 2020 + Moving Forward

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The best advice we can give is to invest in people, whether that be your staff, partners, or consumers, and to expect change. The pandemic taught us that waiting around for things to work themselves out is how businesses fizzle out. Make a move, even if it is the wrong one. It just may save your business.