By Caroline A. Berryman, CMMP — Editor-in-Chief
This year is going to be another interesting one for marketers. We will be stretching our skillsets and finding new tactics to reach our target audiences effectively. Here are some important trends in marketing to watch for.
In 2020, virtual events became a new tactic that marketers adapted and embraced to reach everchanging markets and customers. While people may be tired of virtual engagement, there will still be a place for these kinds of events, even after we resume in-person ones.
Consumers watch videos on-demand, there’s live streaming and there are many consumers who can provide a unique and engaging place to be. Potential customers can learn about your product this way and through chat rooms, blogs, and other social media, they can be directed to your website.
Brands will find new ways to encourage online connections
Many brands have shifted their annual events and tradeshows to virtual events. This has led to an increase in the number of virtual events and many people facing ‘Zoom fatigue. Brands need to learn how to break through the overcrowded market and stand out against the competition. This can be achieved through online communities. How do you engage before, during, and after your event? We need to find ways to better engage with our audiences and build meaningful connections between brands and their customers. We are seeing the demand for engagement already this year and this will continue to be a big trend through 2021.
What a brand represents is more important now
Every ad dollar spent, every medium and platform used, every social post, and every conference or trade show will be evaluated through the lens of what a brand’s marketing decisions say about who they are and what they stand for.
Digital marketing budgets will continue to grow
There is a digital innovation gap between what customers demand and what brands are currently able to deliver. Marketers will need to spend more on digital in 2021.
Content marketing will start with conversations
Marketers are still focusing on keyword-heavy blog posts as the main tactic to engage their audiences. But this a strategy made for Google. Customers want to have an authentic experience with your brand and the best way to do that is by leading with conversations.
Many companies will decrease their marketing budgets
Marketers will experience budget cuts and even smaller teams. But, by doing this, companies are setting themselves up for failure. During an economic downturn, companies that pull back and reduce marketing efforts, do not perform well.
Brands must position themselves well now to be even stronger in the future. This requires a well-developed multi-channel strategy with experienced marketers. Marketing has always been about understanding people and acting on that knowledge. Marketers who focus on people and on customer experiences, will be better equipped to keep up with all the changes in the marketplace. A focus on improving personalization, advancing customer journeys, and creating a truly authentic web experience are key.