As we come to the end of the uncertainty-rife 2020 and with the vaccine rollout already occurring, businesses will be looking to get a head start in 2021. This will often manifest in a strong marketing campaign, driving business, and revenue growth. But after this tumultuous year, where are the best places to spend for the greatest ROI? Will digital continue its dominant reign into the new year? Here are some of the key marketing trends to look out for and implement in 2021.
Centre the customer
After a year like 2020, in which consumer behaviour was completely upended, it’s time to get to know the customer again. Be sure you’re conducting extensive market research and, most importantly, talking to customers both existing and potential. The ‘normal’ we knew before the pandemic will likely not return, with COVID-19 changing the trajectory of consumer behaviour and exacerbating existing trends, so it’s important to re-centre the customer, get insights, and get to know this new normal.
Build on the digital techniques you've fostered over 2020
Over this year, much of marketing spend has moved online, whether that be through ads, influencer marketing, or producing your own engaging content. Many marketing teams will have produced important insights about what works for them as their focus shifted, emphasising well-performing channels, and content types. For example, for many businesses e-mail marketing has become a primary way of maintaining relationships with customers but use your own insights to establish what’s right for you and your business.
Quality over quantity
In an ever more crowded digital space, the quality of your content marketing will become much more prescient. This is both in terms of the quality of the content itself and the quality of your targeting. Video will remain increasingly important as a way of retaining attention on your products, especially with increasingly niche online subcultures arising around specific product categories and products themselves. Be sure to find that niche and foster it through influencer marketing, sponsored content, or producing content yourself. This will make all the difference between a potential customer hitting a skip button or just scrolling past, and them sticking around to engage with your product.
It is key that employees are involved as early as possible. While the nature of the change and the aims will be decided by the board and management, consulting employees helps them feel involved and will assist in dispelling any reservations they may have. Organisations are naturally disinclined towards change and even more so when it feels as though it is being imposed on them, so hold sessions for teams to discuss changes to their day to day process and operations. Avoid phrases like ‘attitude change’ or ‘shifting mindsets’ as these imply a fault on the part of the employee, whereas they have just been operating in the current environment and doing their jobs.
Agility is key
While these tips are useful in broad strokes, it’s also important to emphasise agility. What 2020 has shown more than anything is that you can never know what’s going to happen. There may be things beyond our control that can and will affect what is best for your business, particularly with the economic road to recovery. Being able to be agile in your marketing strategy, adapting to the changing needs, wants, and behaviours of your customers will be key as we look to move past the pandemic and enter this new decade proper, so be sure to implement systems and foster a culture that will facilitate this agility.
Minc offers a range of digital marketing consultancy services that can help you meet the challenges ahead and rush out the gates in 2021 and enter the post-pandemic economy. Find out more here.