As we at ameba marketing wrap up a truly unbelievable year (we mean that literally — if 2020 were a movie, it’d be considered a sci-fi), it’s time to take stock of what we’ve learned, assess where we are, and look forward towards 2021. And that means making some measured predictions as to what marketing trends will come our way this upcoming year. Of course, since the pandemic hit, almost every aspect of our lifestyles has changed, and the marketing world has followed suit.
So sit back, relax, and get ready for our predictions for upcoming marketing trends coming your way in 2021.
The Great Cookie Purge
No, we’re not talking about an industry-wide weight-loss scheme, although that would be amazing. Google announced that their bruiser-of-a-browser Chrome, will be eliminating third-party cookies by 2022. This monumental move is a win for our privacy as consumers, but presents some interesting changes for the year ahead. Never before has companies’ first-party data been so valuable. The data that your business collects can be used in a plethora of ways to maximize conversion rates, so keep collecting that information, we promise it will come in handy soon enough.
Cautious re: COVID
With the Coronavirus vaccine just recently getting FDA approval, the future looks wide open. But that hugely positive news comes with many, many question marks regarding what life will look like in 2021. Will society open back up again and return back to normal? Will the ever-rising numbers have us locking down for the rest of the year and possibly beyond? Or will the answer lie somewhere in between. Not knowing what parts of our former lifestyles will return, and what new normals we’ll keep for good, will have many companies being very cautious about how they market their products and services.
Repurposing Content Across Channels
With companies everywhere understandably tightening their belts, the focus this coming year will be on efficiency. Getting the most bang for your buck will find many marketers looking for new, clever ways to do more, with less resources. A great way to do this, is by repurposing content across channels. Instead of spending more for several different types of ads, posts, etc. Why not reuse content with slight alterations focused at your different audiences?
A Focus on Connection
One very real impact of the extended stay-at-home orders we’re seeing across states, is a true need for connection. Those of us with comfy houses and big families may not feel it, but everyone else surely will. To truly reach your customers, appeal to their human side and offer genuine opportunities to make them feel connected with each other. You could produce live-streaming content like webinars, or seek to build community events on social media.
Spotlight on the Audience
Another result of the lack of marketing resources in many industries, will be a need for companies to streamline their audiences. Businesses will need to stay as lean as possible when targeting their audiences, with a tighter focus on bottom-of-the-funnel sales related to core offerings. You’ll want to aim directly at those key buyer personas and let go of dead weight.
Another great marketing tool, utilizing this something-out-of-nothing approach, is collaborations between brands in differing, or even the same, industries. The success of the Adidas/All Birds partnership saw the two brands coming together to produce a shoe with the lowest carbon footprint ever. And though it might seem counterintuitive, the perception of generosity and goodwill these collaborations create can have startlingly positive effects.
Social Issue Involvement
More than any other time since possibly the mid-60s, social involvement has taken center stage. Consumers are more aware than ever about their favorite brands’ positions on many social topics, and make their purchases accordingly. The start of this new year is a perfect opportunity to establish what core values your company believes in, and set about making that stance public.
Whatever happens in the coming year, be prepared for more and more changes in the near future. 2020 may seem like an aberration, but it might just be a signpost for what’s still to come.