Digital Marketing Trends That Will Dominate 2021
There is always great interest in digital marketing trends and marketing innovation as we approach the new year. And faced with a global crisis or not, everyone knows that 2021 marketing trends move at the speed of light. With new statistics, technologies and techniques emerging every day, the way we attract, connect and market with our audience is constantly changing.
So much so, how hard it can sometimes be to keep up! However, in the face of so many changes, it must be understood that successful marketers will be those who invest in agile marketing strategies.
Confidence and brand loyalty are intertwined more and more. Even in these difficult times, customers expect brands to be able to turn around quickly.
Global Marketing Trends 2021
These are just some of the 2021 marketing trends and conclusions what we can take from the new Global Marketing Trends 2021 report created by Deloitte Insights, which focuses on how brands are responding as the pandemic continues to unfold.
The report is based on two surveys: the first, of nearly 2,500 adult consumers in selected countries in North America, Europe, the Middle East and Asia. The second, from more than 400 executives, including marketing directors, from global companies.
One of the main findings of this study was the loss of confidence:
Compared to last year. The confidence of top brand leaders has been significantly reduced in their efforts to influence their peers and drive relevant changes in their businesses.
Faced with a changing and unprecedented landscape… Companies must maintain an agile approach, which allows them to meet the needs of their customers as they develop.
On the other hand, customers have a reasonably optimistic perspective on how brands respond to the current environment:
Nearly four in five people could cite a time when a brand responded positively to the pandemic. And one in five strongly agreed that this led to increased brand loyalty on their part.
The main trends that are identified in the report are aimed at strengthening the commitment and growth of the brands. Additionally, we had the pleasure of speaking with Rayan Tarraf, the founder and CEO of the Digital Marketing Firm Glimpse Gold Winner at the MENA Digital Awards this year, who details his exclusive insights on how he sees digital marketing reshaping in the following year.
Rayan is prominently known as a Lebanese entrepreneur based in the UAE, who has expanded his operations to KSA, Lebanon and Europe in Paris. He believes that the prevailing circumstances, particularly perpetrated by the novel virus will lay an important effect on the future of marketing and digital transformation.
He argues that brands must focus on establishing more human connections that help understand and meet the needs of customers. Next, we will talk about what those 2021 marketing trends are:
1. Purpose
The flourishing brands will be those that know why they exist and who they are made to serve. “Companies that know ‘why’ serve their shareholders are in a unique position to navigate unprecedented change.”
2. Agility
Many who invest in agile marketing campaigns would be good marketers. The recession caused by the pandemic, beyond creativity and ingenuity, would not reward decreased production.
3. Human connections
Making authentic connections is now more important than speed to market or efficiency. “It is the choice between taking a cheaper flight or a safer one; buy clothes with the fastest delivery or from the supplier with the most ethically designed supply chain”.
4. Trust
Trust arises when what is promised is what is delivered. Messages must be transparent, and the delivery of these messages must be consistent and reliable. Also, think about shifting your focus from demographics to values.
5. Participation
Customer engagement at a deeper level, going beyond passive responses to activities such as:
- Write online reviews
- Advise other clients
- Join conversations (either with the brand directly or on social media)
- And create relevant content for the brand
In this way, customers can participate as collaborators, influencers, brand ambassadors, and innovators for your business.
6. Fusion
This trend recognizes the power of innovative business partnerships. For some companies, this means reimagining partnership strategies and seeking innovative collaborations — or mergers. Beyond industry lines, to better serve customers’ needs.
For example, ExxonMobil partnered with a global technology company and a local auto care brand to create a ‘digitally enabled auto care experience.
A data platform allows customers to receive maintenance recommendations, and make online reservations for cars to be serviced; at the same time, it enables ExxonMobil not only to fuel vehicles but also to ensure that they operate safely and efficiently.