If recent events are anything to go by, how does one plan for the unplannable? One thing we ARE absolutely certain about, is that there is no certainty of how the year will go, and this is both unnerving and exciting.
In true Creative Little Soul fashion, we are spinning the positives from this and implementing all the lessons we have learnt over the last year, while remaining well-informed and pondering the trends for the year ahead – both for ourselves and for our lovely clients. As Will Smith once said “If you stay ready you don’t have to get ready!”
Henceforth we present part 1 of our researched 2021 digital marketing trends. Let’s see how we can ride the temperamental pandemic wave to utilise and maximise our marketing strategies and efforts to kick 2021’s ass! We’ve got this!
Mobile is King
The first one is an obvious one. Forbes predicted that social media and mobile usage will become the top channel for purchase, instead of just discovery. With social commerce continuing to rocket, brands must adapt to the array of social platforms’ new rules and algorithms to stay ahead of the game. Businesses and brands’ social media accounts will need to diversify to connect with more users. The key is to leverage all features to seal the deal with your client base.
Zoom events are here to stay
Events went virtual out of necessity in the face of a pandemic. As we move into a new year however, it is evident that Zoom is not going away. Many events will stay virtual, some due to safety but most importantly, for accessibility. Many businesses and brands have found that going virtual means reaching a far wider audience than at face-face experiences. Offering virtual events means costs, safety, legalities, travel restrictions are somewhat diminished. This has allowed for a higher attendance and participation from stakeholders across the globe.
The rise of automation
Batch blasting has been a well-used method by many because time is money. However, we will see the rise of personalisation come into play this year. If your business hasn’t started to implement this as part of your marketing strategy, then this is your sign to start. Personalisation goes a very long way, whether through individualised stakeholder EDMs, attentive review replies or even sparking a conversation with a customer when responding to your direct messages. A huge amount of automation can cause a brand to come across as robotic or detached causing a lack of customer interest in your campaigns.
2021 is the year to become (even more) deeply connected to the needs and goals of the customer through individualised strategies rather than the traditional ‘one size fits all’ approach. Personalisation can boost sales and conversions. In fact, research suggests that personalised email campaigns receive 29 percent higher email open rates and 41 percent higher click-through rates than ordinary emails. These are also customers that know your name, brand and are likely customers too. This means of marketing and communication is a way better investment and a great way to win back clients, survey them or re engage with them to spend again.
On that though, too much personalisation can come across as intrusive and a little stalker like. Finding a happy balance is the key in maintaining a loyal customer base and not pissing anyone off.
Creating content for social good and wellness
A rapidly growing trend we’re seeing this year is creating content for the greater good. Today, consumers are more selective about interacting with a brand or business that demonstrates a social conscious approach and commitment for community. This means taking a more meaningful approach when creating content, whether that is addressing social issues or tapping into any of your customers’ concerns. This type of purpose-driven content marketing allows businesses to create a brand voice, break away from the norm and stand out in a saturated market. Topics that fall into this category are sustainability, social justice movements and climate change. As we move into 2021, it is now expected that brands take a stand on these topics as situations continue to evolve.
Prioritise visual
Lively imagery and dynamic video will be the key to building and maintaining your customer base. You must stand out amongst the endless social media scrolling, online shopping and steaming. There will be an emphasis to create ‘cutting edge’ content whether you offer a service or a product, or are driving footfall to your venue. Think TikToks, Clubhouse conversations, GIFs, Insta reels and IGTV. Let your creativity flow.
How is your digital marketing strategy shaping up for the year ahead? Do you need help curating your social content or perhaps you’re after some guidance to connect with your client base via e-mail marketing? That’s where we come in. Get in touch with the Creative Little Soul team and let us help your business succeed in 2021.