2021 will be a year of putting people first, and at the centre of everything we do.
The success of brands using digital marketing in 2021 will depend on a number of things, namely, how well they treat people and how well they’re able to empathise, recognise and serve their needs. When a brand incorporates empathy into its marketing strategies, it validates its customer base. The more validated a customer feels, the deeper a relationship that the customer will build with the brand.
When we finally turn the corner, things are sure to look a little different, for example, more people will intend to continue online shopping post-COVID and there will be a market shift in consumer behaviour to “value and essentials.” Indeed, we are moving away from an age of passive consumers toward the age of active ones. In 2021, brands will be co-created. Customer voices will be heard, one way or another, especially as the economy moves more and more toward services, toward an experience that fosters a relationship with customers and fulfils their needs continually. This shows empathy. This is the human-centred approach.
Brands therefore need to create value and adapt to shifting consumer behaviours. This can be done by focusing on the below:
1) Personalisation
An interesting statistic – 80 percent of consumers are more likely to make a purchase from brands that personalise the experience. Personalisation matters, both for traditional “consumer” buyers (B2C), and “organisational” buyers holding the purse strings (B2B) (Source: Epsilon- a global leader in creating connections between people and brands)
Personalisation works because, at its inherent best, it makes for a more relevant customer experience and it leads to business profitability. So how can we prioritise personalisation in 2021?
The idea is to build digital experiences tailored to specific personas. For example, you can create personalised web pages that display only for people coming from certain IP groupings, geographic locations, or even companies. These personalised landing pages can be used in conjunction with highly segmented, and personalised email marketing campaigns to deepen the level of personalisation and, ideally, increase conversions.
Identity access management (IAM) will be increasingly important in 2021, too. You don’t want to put users on a well-orchestrated journey to purchase, for example, only to lose them with a cumbersome login experience that takes them to another page or interrupts the user flow. IAM solutions can solve this problem, seamlessly integrating authentication experiences that allow for deeper personalisation without interrupting the user experience.
2) Social Media Marketing
The COVID-19 outbreak, specifically, has created all kinds of short-term and long-term effects on the social media landscape. According to Facebook, “In the US and UK, Gen Z, Gen X and baby boomers all say they’re spending more time checking social media due to concerns around COVID-19. People are spending a lot more time at home, either voluntarily or as a result of imposed lockdowns in their city or state. Social media provides an engaging way to stay connected, pass the time, and find entertainment while we’re stuck at home.
3) Video Marketing
Video is blowing up. To say we’re in the golden era of video would be an understatement, especially when there seems to be no end to the new formats, innovation, and audience engagement techniques out there. In terms of audience, the stats are up there. 56 percent of internet users watch videos on Facebook, Twitter, Instagram, or Snapchat every month. By 2022, 82% of all online content will be in video. Short videos are already leading the way, with TikTok and Instagram reels dominating. ( Source: GlobalWebIndex)
4) TikTok’s Growing Global Influence
TikTok is the Seventh largest social media platform globally, with 689 million monthly active users and The TikTok platform has eclipsed 300+ million downloads, shattering mobile download and usage records Teenagers account for 32.5 percent of TikTok users (Source: Statista). With so many users worldwide, and the ability to share content across other social media platforms (you’ve probably seen TikTok videos pop up in your Instagram Explore tab or Facebook Video feed), TikTok’s ubiquity is something not to be ignored in a brand’s marketing plans.
5) The Rise of Webinars and the Shift to Virtual Events
It’s a really tough time to be in the live events industry. Many live events sectors have been absolutely decimated by COVID-19. Since March 2020, we’ve seen a wave of cancellations and indefinite postponements.
Shift to virtual events
The shift to virtual events will continue in 2021 until people feel safe attending live events. 87 percent of organisations have cancelled events as a result of COVID-19, while 66 percent have postponed an event. 70 percent have moved face-to-face events to a virtual platform and 48 percent of respondents believe people will be hesitant to travel moving forward.(Source: PCMA)
Events are an integral part of lead generation and brand awareness for many businesses. Not surprisingly, marketers have adapted by pivoting to virtual events, with mixed results. The challenge now becomes how to develop effective and engaging virtual events, especially when in-person events might remain off limits in 2021.
Webinars, on the other hand, remain relatively unscathed and brands are investing more into webinars now that live events are out of the question. The challenge is finding new ways to keep webinars engaging, interactive, and integrated with email marketing and lead nurturing activities.
Your customers are online – Digital engagement will help you meet them there.
Throughout 2020, stay-at-home orders and remote work policies have ensured that consumers spend more time at home than ever before. Hence, it’s no surprise that the use of personal devices like mobile phones has also increased. Globally, consumers are using personal devices for working, shopping, schooling, and entertainment. This, in turn, means that consumers are increasingly likely to interact with a business through digital channels — for example, shopping through a website or app, following the company on social media, or interacting with customer support through live chat. People are spending more time on messaging services like WhatsApp and Facebook Messenger, and a large percentage are also spending longer on social media in general, as detailed above.
With audiences hooked to their phones and laptops during the pandemic, it is now essential for businesses to meet their customers through digital channels and personal devices also.
