Yes, I know I am a bit early on the bandwagon but what with everything that is happening at the moment I thought it might be nice to gloss over November and focus on January instead! We have already seen a huge shift towards trust and loyalty between brands and consumers, and brands have been expected to pivot quickly during these strange times.
Whilst brands themselves have felt a drop in confidence when it comes to making a strategic impact, consumers (confirmed in a study by Deloitte), feel brands have responded positively to the current environment.
The Top 6 Trends
The main thing that the trends had in common from this report was that brands need to meet the needs of their consumers. Let’s have a look at the top marketing trends for 2021 in further detail:
I have always said that there is no point in writing content for the sake of it. The same applies for brands and their core values. Those that flourish are the brands who know the purpose they are serving or the solution they are providing for their customers. Businesses that know their ‘why’ are uniquely positioned to push through these challenging times and reach their consumers on a different level.
You will have seen a lot on social media recently (particularly LinkedIn) about brands ‘pivoting’. I am not referring to the famous Friends episode here (Giphy below for all you fans!).
Anyway, let’s get back on track. Agility is all about being able to quickly adapt to the changing environment. Those marketers who invest in agile strategies will have much more success with their campaigns.
3. Human connections
Whilst speed has always been, and will continue to be an important factor when it comes to delivering campaigns, making authentic connections is becoming more important. When it comes to receiving a product quickly or something that is of higher quality, or sustainably sourced, the latter options are more preferable. By taking the time to engage and build connections with your customers you will soon have a team of brand advocates at your disposal.
Trust is intertwined with human connections. You may be thinking how as a brand can you gain trust with your customers? It really is simple. By delivering the exact product that you have promised them (and before the expected date is always an added bonus). Rather than focusing on your demographic, try thinking about the core values that your customers have and alter your marketing messages accordingly.
Engagement is really important when it comes to marketing. By understanding the true needs of your customers you can reach them on a new level. It is not just about passive responses such as leaving online reviews, or joining in conversations with your brand on social media. It is all about creating multiple touchpoints with your customers, nurturing them along the sales process and getting them to really connect with your brand.
6. Coming together
If 2020 has taught us one thing, it is the power of brands working together. ALDI and Brewdog’s campaign has to be the best so far. What started off as a joke between two brands ended up in collaboration. Innovative business partnerships are going to be a big marketing trend for 2021, and it is going to be exciting to watch these unfold.
So there you have it, the top marketing trends for 2021. Start planning for the year ahead today, and make sure that you are focusing on the wants and needs of your customers and you can’t go far wrong. If you would like some help with your marketing for the coming year, please feel free to email me – firstname.lastname@example.org, or call me on 07909 520681.