As we slowly move towards the end of a tumultuous year, many of us are looking forward to a fresh start in 2021. At the same time, it’s undeniable that the COVID-19 pandemic has had a profound impact on businesses of all sizes across the globe, forcing marketers to rethink their strategies and adapt to the new normal.
That being said, despite all the uncertainty, there are several marketing trends that we can expect to see more of in 2021, driven by the need to connect with customers digitally and provide them with experiences that matter. Here are just a few examples:
• Purpose-driven marketing: As consumers become more socially aware, they’re increasingly looking to buy from brands that share their values. Purpose-driven marketing focuses on creating a sense of purpose around a brand that goes beyond simply selling products or services.
• Personalization: Consumers are inundated with messages every day, so it’s crucial to make an impact that resonates with them. Personalization is the art of creating customized messaging that speaks directly to a consumer’s interests, behaviors, and needs.
• Interactive content: Gamification, quizzes, and other interactive content formats are effective ways to engage with consumers and keep them coming back for more. These types of marketing activations can be incredibly successful in driving engagement, building brand loyalty, and increasing customer lifetime value.
• Video marketing: Video has been a growing trend for years, but the pandemic has accelerated its rise even further. With people spending more time at home, they’re turning to online video sources as a primary form of entertainment and education.
• Augmented reality (AR): AR gives consumers the chance to experience products and services in new and innovative ways. With the technology continuing to advance and become more accessible, we can expect to see more brands experimenting with AR as a marketing tool.
There are no guarantees when it comes to marketing trends, but these are some of the strategies that are likely to continue evolving in the coming year. As always, it’s up to businesses and marketers to stay agile and adapt to changing circumstances, so they can continue to connect with their customers in meaningful and relevant ways.
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