The COVID-19 pandemic affected personal and professional lives in so many ways that were least expected. As the world continues to adapt while waiting earnestly for a breakthrough vaccine, we are faced with several questions yet few answers. A survey proposed that offline sales will see a 7.9% decline and won’t arrive at 2019 level until 2024. So what do these changes in consumer behaviour mean for marketers? And how does this impact marketing strategy? Here are some key digital marketing trends to expect in 2021.
- Consumer behaviour changes may remain permanent post-COVID
The impact of coronavirus has been tremendous and possibly enduring. Consumer behaviour has changed at least to a large extent and smart marketers are expected to make short-and long-term changes to messaging and their products and services in response. Successful brands will zero in on value-based pricing and messaging, leading extensive research to appreciate how the pandemic has affected its workers, clients and their industry. Savvy advertisers will use these insights to advise their strategies in 2021, long-term media and messaging adjustments.
For instance, virtual events have experienced exponential growth and are most likely to be the new normal of marketing as daily business events and seminar struggle and adjust.
- Informed consumers will purchase from knowledgeable brands.
This implies that digital marketing will evolve even past the time of personalization into a new trend of personal trading, where customers co-curate their brand experiences to mirror their preferences at any time. Consumers will expect brands to recognize their previous purchasing and help them figure out their next buy using their shared data collected while engaging with brand websites and channels. This isn’t merely a question of brands meeting customers where they are but directing them to what they need and when they need it. Since
retailers and brands will continue to collect first-party consumer data, it is imperative to start finding meaningful ways to utilize them.
With personal commerce, brands can anticipate consumer needs and predict their actions. If you’re a B2B brand, why not check out how these 4 ways enhance your sales process?
- Digitalization transformation won’t be an option.
The pandemic has pushed brands to embrace digital channels for marketing and delivery of their products and services. Since 2020, digital transformation has become popular, as several businesses and brands are investing resources to enhance their presence on digital platforms, including chatbots, mobile apps, artificial intelligence, e-commerce, among others. Companies that embrace these transformations to improve their consumer experience will likely assume top positions after the pandemic.
- Influencer marketing will be crucial for consumer brands.
Shopper brands have generally utilized online media influencers to introduce genuine advertising to potential and existing brand customers. Social media has surged astronomically during the pandemic, and studies have proposed that the trend will continue for a long time. The pandemic intensified the effect influencers have on the acquisition of items, because of restrictions limiting shopping at stores. While 17% of brands intend to spend approximately half of their entire marketing plan on influencers, 40% of survey participants admitted making an online purchase after seeing an influencer use the product on Instagram, YouTube or Twitter. Therefore, there is a good chance brands will use social media influencers now more than ever.
Majority of consumer and brand behaviours are expected to depend on core values, credibility, and digital platforms’ effectiveness. How are you adjusting your digital marketing to behavioural changes in 2021?