What will 2021 bring for marketers? How will channels and technology change? Could we see new concepts emerge or will we re-discover tried and true foundational ideas?
I asked a few MadAveGroup staffers to look into the future and offer their thoughts.
Gwen Brassell / Marketing Specialist
I predict the rise of short-term content marketing. As Generation Z progresses into adulthood, marketers will need to adapt to that audience’s shorter attention spans. Platforms like Snapchat, TikTok and Instagram offer companies an opportunity to create that short-term content and engage those users.
The traditional ways of marketing are changing. Companies need to create unique experiences for their customers. Instead of placing a print media buy, consider investing in influencer marketing. If your Facebook post engagement has fallen flat, shift some funds toward creating powerful video marketing to tell your story. Whichever method you choose, I urge you to take creative risks to attract a new audience.
Don Miller / Director of TouchStone Digital
Once we emerge from the pandemic, the restaurant and entertainment industries will see a huge boost in traffic. People will be anxious to spend money in these sectors, but those businesses will still need to ramp up their marketing and creativity to stay competitive and stand out from the crowd.
Also, I’d like to see smaller local businesses take advantage of the e-commerce economy, while still being hometown destinations that care about their customers and community and act accordingly.
Every local company should be using Google My Business (GMB) to make sure they’re put in front of customers when a need for their business arises. GMB helps a company show up in Google search engine results and populates Google Maps and other maps. That’s important because customers are usually ready to make a purchase or take some other action after that search.
Lou Perlaky / Marketing Specialist
I predict that in 2021 data and analysis will be more important than ever. Due to the pandemic and remaining uncertainty, many industries are dealing with a whole new world and they may still not be sure of how their customers will respond to the new rules, from reduced hours and customer capacity to smaller inventories and less foot traffic. In the past marketers have used historical data to predict future trends. Now that we’re all in new territory we need to use our data carefully to guide strategic decisions.
It’s a good time to review your marketing, digital plan, web goals and strategies. If the pandemic affected your 2020 goals, do you need to reset your expectations for 2021? Are the goals you thought you’d have for this year still realistic and attainable or do you need to make adjustments?
Ready for a conversation about your marketing in 2021 and beyond? Call us at 419/473-9000.