5 Digital Marketing Trends to Follow in 2021
With the chaos of 2020 now behind us, it is time to look ahead to what we can expect in the next 12 months. 2020 was the least unpredictable.
This meant that although some of the predicted trends of the pre-pandemic really came to light, others did not appear at all, with various forced adaptations that reshaped the elements of the marketing landscape.
Most importantly, eCommerce sales have gone through coverage, people have spent much more time on social media, and video conferencing has become the norm.
This has led to a major change in the way brands relate to their consumers.
1. Live-streaming
Ordering to stay at home meant canceling the accommodation, and consumers could not attend the accommodation per person. They were not able to hang out with their friends and family.
This has led to an increase in the number of people involved in live broadcasts, whether it’s a branded live broadcast, a live video from their favorite celebrity, or an online workshop.
Human-powered content, such as live streaming on an influencer, can build trust and exploit the link “at the moment” that consumers want in 2020. Besides, live broadcasts can be purchased, which means that viewers can buy while watching.
2. Enhance the customer experience
The customer’s experience has never been more important.
Consumers long for enjoyable experiences with brands that are easy and memorable. They want proof before they buy, and they want to be convinced — after all, no one wants to make the wrong decision.
User-Generated Content (UGC) tick all fields when it comes to related content:
- Builds and strengthens communities
- It is adaptable and exciting
- This allows brands to meet customers where they already hang out
- It helps brands generate tons more content against the backdrop of home orders and restrictive measures
- UGC has long been an effective way for brands to build relationships with their customers and provide social proof, and this will be a common theme in 2021
3. An emphasis on sustainability
Around 80% of the consumers strongly feel that companies should help improve the environment.
It’s a number that’s not that surprising. Over the past couple of years, we’ve seen a shift in brands moving towards a more sustainable future, whether through the materials they use, the packaging, their systems, or something else.
The hunt for a greener planet continues, and consumers are actively seeking out purpose-driven and conscious brands about the environment. As the world remains fragile, it will be key for brands to reiterate their sustainability in 2021.
4. Inclusivity will be key
Inclusivity also became a bigger focus in 2020, with the Black Lives Matter movement highlighting endemic issues that linger within various elements of society.
The cultural shift towards inclusivity is also impacting purchase behavior, with 41% of shoppers shifting away from retailers that don’t reflect their views on identity and diversity — and 29% are willing to switch brands completely if they don’t show enough diversity.
Brands that are seen as non-inclusive or don’t appear to be a part of the inclusivity conversation will likely see impacts in 2021. On the flip side, brands that openly showcase their inclusive causes will reap the benefits and drive deeper connections with their buyers.
5. Easy-to-consume content
2020 has also seen people rely on content that can be easily consumed — things like podcasts that can be consumed on the go or newsletters that go directly into subscribers’ inboxes.
More than 50% of Americans now listen to podcasts, while the aforementioned newsletters increased by 14% during the lockdown.
Advertisers spend more on podcasts, which is a sign of their continued success in 2021.
Convenient and easily accessible content such as podcasts and newsletters will help brands connect more deeply with customers and provide a more intimate way to stay in touch.
