Welcome to 2021 and good riddance to 2020 where almost every business was impacted by the worldwide pandemic. Looking at it from a digital marketing point of view, what should we expect in 2021?
Lots of top digital marketers gave their thoughts on the trends that are to come.
The co-founder and CMO of Shapermint, Massimiliano Tirocchi, perceives a social media shift. Social media will be the top place for buying, rather than only discovery. According to him, social media platforms such as Facebook now make it easier for customers to discover and buy a product without leaving the platform, developing an easier and simple road to purchase. With the continuous growth of social media commerce in 2021, there’s going to be an adaptation of these platforms by retail brands with new rules, which is the same as what was done with Amazon by many of them.
The SVP, producer, marketing and business operations of Bluecore, Sherene Hilal, predicted that: “The informed purchasers are willing to purchase from the informed companies.”
According to her, this denotes even evolving more than the personalization age and going into a personal commerce age, where there’s a co-curation of the experience of customers with companies for the reflection of what they prefer at any period that they want, and to know the things they’ve purchased in the past. This goes further by assisting them in determining the things they want to buy next, based on every info they’ve shared with them, the proofs they engaged with their channels and websites. This isn’t simply companies meeting the customer where they are; it is about brands informing them on the things they want the moment they want it.
If retailers and brands continue collecting shopper data of the first party, they’ll require to start auctioning it in ways that are meaningful, predicting the things their shoppers would like to see next and understand the position of buyers in their buying cycles for predicting the moment they’d like to buy.
The CMO of Veeam, Jim Kruger, has this to say: “Virtual events began because they were necessary, but will stay due to their accessibility and ROI.” He added that in looking at the emergence of COVID-19, due to necessity, events became virtual.
As the years go by, several events will remain virtual, and that’s not just because of star concerns but because of the lesson 2020 taught. Companies see that they open their events to a totally new audience the moment they go virtual, as it’s easier to access virtual events compared to the ones in-person. In virtual events, you won’t have to worry about travel costs and restrictions, visa issues, and so on, compared to the events that happen in-person, and companies have discovered that this gives a chance for more participation and a higher audience.
This denotes that organizers will get a higher ROI, and the cost will be lower for attendees. What’s important is being creative and driving engagement via rich content, great speakers, and obviously some fun. As the years go by, virtual events will continuously become a popular path for engaging euthanasia a wide range of consumers as brands see the several advantages of online events.