2020 transformed the way we market as we responded to the changed mindset and needs of customers as well as the huge shift in how they communicate and consume.
For many business owners, they may have successfully built their business through networking, referrals and recommendations in the past, but that all changed in 2020.
Having to adapt quickly to digital marketing has been a challenge for many, with a steep learning curve.
So having moved to more of an emphasis on digital marketing, what is 2021 expected to bring?
Here are some key trends to consider:
1. Connecting with customers has never been more important
Customers choose brands and companies they connect with. User generated content ticks all the boxes when it comes to content that connects. It’s relatable, positive and provides the proof many customers look for before buying a product or service or choosing a supplier. It can be used across marketing channels and can be presented in different formats.
For businesses that are good at what they do, harnessing that positive feedback to gain new customers is definitely worth the effort.
2. Live streams and webinars will continue to grow
Although many people look forward to attending an event again in person, the shift to webinars and live streams for promotional events and networking is here to stay. Every cloud has a silver lining and for businesses that have embraced this approach, it has provided an opportunity for them to reach new audiences that may not have been possible in the past.
3. Keeping up with current conversations
The 2021 Hootsuite Social Trends report notes that:
“The smartest brands will understand where they fit into customers’ lives on social media, and they’ll find creative ways of fitting into the conversation.”
Keeping up with what is important to your customers on a broader level and responding to that, allows a business to fit into that conversation on social media. The approach needs to be meaningful, such as supporting causes that are important to your target audience.
4. Sustainability is even more important in 2021
The approach of a business and brand to sustainability has never been more important and will accelerate in importance through 2021.
For most customers, no matter where they are, their age or gender, they will favour businesses that demonstrate a real effort to operate in a sustainable way.
5. Easy-to-consume content
2020 saw people consuming increased and more varied content and this is expected to continue in 2021.
Podcasts, video and even short format newsletters are all growing in importance.
These can provide an opportunity for businesses and brands to connect with customers in more interesting and more personal ways.
Are you ready to take your marketing to the next level in 2021?
