5 Marketing Trends for 2021
Although we are not quite there yet, we can finally see light at the end of the Covid-19 tunnel. Businesses all around the globe have experienced turbulent times and marketers have seen their world evolve.
Therefore, it is important to understand and pay close attention to what we can expect in 2021. With customers looking for brands they can trust, the rise of AI, virtual events, and further digital transformation, marketing professionals will have their hands full if they want to stay ahead of the game. Just to make things easier, we picked five growing trends to watch in 2021, from a long list of expert insights.
Contact 4P to leverage existing and new technologies1. Bringing virtual events to a higher level
Last year marked the rise of virtual events and with it the accompanying symptoms of ‘virtual burnout’ or ‘Zoom fatigue’. However, to the contrary of what some may believe these events are here to stay.
A virtual event is not just a substitute to an in-person event.
It has become a valuable digital channel on its own. It is a type of content that can be used in a lot of different ways. It allows prospects the opportunity to consume the content in their own time, when they feel ‘ready’.
The challenge that organizations are facing is understanding how to navigate through this already overcrowded (virtual) market and differentiate from the competition. The solution lies in building online communities by engaging before, during and after such events.
Businesses must find creative ways to better engage their audiences and build meaningful connections between their organization and their customers. People today have an urge to be part of discussions and panels in which they can interact by asking questions and offering their expertise. They want a piece of the action. Something they are not able to do when watching someone on-stage. All in all, marketing experts around the world firmly believe the demand for engagement will continue to be a big trend throughout 2021.
4P square TopTip Create more personal and more topic related virtual events in 2021. Use verified authentic experts who have a willingness to share and interact. They will be highly valued by your audience.
2. Brand values and inclusive marketing
Throughout last year’s challenging events, successful marketing teams have been able to stay ahead of the game by adopting a customer-centric approach. Made possible only through proper alignment between sales, marketing, and customer teams.
The importance for brands to navigate the social and political climates and define how and where to align with their customers will be a major trend.
In addition, brand managers and CMO’s should strongly consider the rise of inclusive marketing. Growing trends in the market suggest that building an inclusive brand is not only something that customers will value, they will expect and demand it in 2021. Customers belonging to different segments and niches are starting to see that they can have a say in how the brands they want to engage with are evolving.
The challenge for brands will be to cope with the fact that every marketing activity, whether a social media post or marketing event, will be examined in terms of what those marketing decisions say about the brands and what they stand for. Moreover, consumers are going to evaluate where they spend their money. The answer to that question is simple: the money goes to the brands that fit their values.
4P square TopTip Stay true to what your business and/or brand believes and implement that at every level. Consumers have a sixth sense allowing them to spot the difference between something you believe at your core, and something you are doing because it is expected. Build an inclusive culture by building inclusive teams, interact and connect with the diverse customers you serve, and ensure you have a healthy relationship with their communities.
3. AI in marketing
The use of AI, and in particular machine learning, is another marketing trend that needs to be taken into account this year.
Machine learning will have the ability to predict customer trends before they even happen.
This means that marketing teams will have the opportunity to understand what will work best without having to test multiple hypotheses. In other words, there will be no need for A/B testing to make effective marketing decisions. AI will also allow marketers to work on more important, strategic objectives instead of something a machine can do.
However, for AI to be effective organisations must focus solely on solutions that deliver touchless outcomes and those without human involvement. AI and machine learning will also prove to be of value in helping marketeers manage the data overload they are facing.
4P square TopTip Use machine learning to derive not only the right content or offer but the right sequence of activities that generates an automated roadmap to conversion. That should be your main goal when investing in AI.
4. Content marketing 2.0
2021 marks the year where marketers should rethink and upgrade their content marketing strategy.
With content marketing generating more than three times as many leads as outbound marketing at more than half the cost, it is a marketing strategy to cherish.
Yet experts have stated that our content marketing tactics may be seriously outdated. Marketers have been trained to focus on keyword-heavy blog posts as the go-to tactic to attract their audience. However, such tactics are made for Google and not for the audience the content is directed to. The upcoming trend is to shift the attention away from Google and on to the people absorbing your content.
There is a need to create a more human-centric experience, where we will see more engaging content pulled from actual conversations with professionals who provide genuine interaction. That’s what today’s consumers are looking for.
4P square TopTip Invest time and resources in user-generated content (UGC). It’s less expensive and more effective than branded content. Furthermore, make creating video content a priority. Today’s consumers prefer it over blogs and infographics.
5. Focus on people and digital transformation
Marketing is all about understanding people and using that knowledge to grow your business.
The main difference in 2021 is that marketers will have more knowledge available to them than ever before. This upcoming year marketing teams will need to leverage that knowledge by focusing more on their audience and their overall digital presence. In other words, psychology and digital marketing will be key for brands and businesses looking for growth. In addition, focusing on people and digital transformation will allow businesses to adapt quickly to the ever-changing customer needs.
Redirecting your focus to people also means taking personalization to a higher level. The next generation of personalization relies on deep data insights and using machine learning to derive a seamless automated customer journey. Personalization in 2021 must centre around providing a value for consumers in ‘real-time’ regardless of where they found themselves in the funnel.
4P square TopTip Adopt more creative ways to engage customers and prospects through hyper-personalized offering, high impact direct mail, personal and interactive virtual experiences, and relevant educational content.
“2021 will push marketeers to understand and leverage the human need to truly engage their audience.”
There are many marketing trends popping up each day. Depending on the nature of your business, one more valuable than the other. The five mentioned above are just a few we advise you to consider when jumping into this new year. All in all, we are convinced that your business and/or brand will experience growth if you double down on personalization, digital transformation, inclusiveness, and user-generated content.
About the author
Emmanuel is a quinti-lingual (NL, FR, ENG, SPA, POR) marketing consultant with a rich international background. His adventurous spirit and love for marketing has taken him all around the world. During his early 20’s he lived and worked in Spain, Portugal, and Colombia. His areas of expertise are brand management, content marketing, and strategic marketing. He approaches every marketing project the same way he approaches his day-to-day life: with passion and commitment. Want to know more about Emmanuel? Feel free to start a conversation with him on LinkedIn.
