4 Trends 4 Marketing Trends to Watch for in 2021

2021 is here. 2020 is behind us. What a relief. For companies that had to close down, we empathise — for those that survived, congratulations. However, wherever you are, whether evaluating where you want to go, pivoting or continuing down the path you have chosen, marketing will remain a cornerstone in getting your business in front of customers. Here are four ways 2020 has changed marketing in 2021 and the future.

1. Virtual Events

2020 made virtual meetings, events and concerts explode. What happens when lockdowns/curfews ease? Due to how humans are created, craving relationship and human contact, we think these will reduce. Zoom, Facebook Live or YouTube cannot replace the feeling of an outdoor concert. Couple that with Zoom fatigue, the only rationale for a preponderance of virtual events is inter-country, inter-continental interactions. Humans are made for real connection.

2. Customer-centricity

We have maintained from day one that any business that is lackadaisical in understanding its customers is doomed. Many businesses compete on the quality of the product as opposed to its delivery which is essential in the entire customer journey. The customer needs to be at the centre of every decision not just product development. Questions to ask: Have customers’ choices changed due to the pandemic? Have their consumption patterns altered?

3. Authenticity

Human-centric conversations that is gleaned from customer interactions via surveys etc that is actively employed in marketing will ensure brands’ communication is authentic. Increased localisation of content will bind customers to brands.

4. Digital Delivery

2020 taught many that life has to go on with movement restrictions and the like. The adaptation to digital delivery of goods and services sky-rocketed. This will continue to grow as lockdowns ease. Bitcoin has exploded within the last couple of years. However, blockchain which is the underlying technology that supports Bitcoin is where the magic is. As blockchain continues to advance, current and traditional methods of business activity will become digital and secure.

More importantly, as data becomes cheaper and cheaper, more people in rural areas will be able to see and engage with marketing campaigns on their devices. They will also be able to order and receive goods by digital means. Companies need to invest in digital delivery of their goods now.

In conclusion, 2020 taught us that seeing customers as humans as opposed to objects whose existence is to help companies achieve targets allow businesses to survive turbulent times and emerge stronger.