If 2020 showed us one thing – it is that we cannot possibly predict the future (except for that one time when we predicted the Pantone colour of the year although we don’t like to keep going on about it). But we do already know that 2021 is going to be a year like no other and ‘hope’ has become the word of the moment. Last year showed us that we can adapt when we need to and with that – and hope – in mind, here’s our guide to some of the unique marketing trends we may be seeing in 2021…
Conscious consuming
Conscious consuming has been a growing trend over the last few years and this article from Social Media Today suggests that after a challenging 2020 that made many people reassess their priorities, customers will be looking to support sustainable brands. For larger brands, this could mean initiatives you are running or supporting in your community and for smaller businesses this could mean emphasizing the fact that you are a part of your community and there for local people during the good times and the bad. After the Black Lives Matter protests brought more global focus to the issue of inclusivity and diversity, customers are also more likely to shop with businesses who represent this. Whether you have a diverse BAME team or simply support inclusivity let your customers know through your marketing images and messages. We are well-known for working with the public sector and celebrating diversity and inclusivity in our designs and are here to help any brands who want to appeal to conscious consumers.
Visual Searching
This year is also likely to be the year that Visual Searching really hits its stride thanks to tools such as Google Lens or sites such as Pinterest, where people can search or shop using their camera phone. For businesses, particularly retailers, this means more image-led content and alt-tags, ensuring site speed, freshness of content, quality of images etc. Over the last year, we have invested in the digital side of our business and can help ensure you are optimized for visual searching and anything else that enhances your online presence.
Email gets smarter
Email campaigns have been becoming increasingly personalised and targeted in recent years and used in tandem with other marketing tools. However, since the majority of business was done online in 2020, email really came into its own. In 2021 we expect to be working on emails that are personalised for customers’ birthdays, anniversaries and special occasions as well as their tastes and searches. We are being asked to design more mobile-first email campaigns that have animated elements and are in dark mode too.
Relevant and reassuring
As this article from CMS Wire states, the world has changed and relevant content needs to reflect this. From the messages that you give your customers about how you are prioritizing their safety and wellbeing to the images you use including masks and social distancing. This is something we’ve been doing throughout 2020 and we are here to support you with. On a positive note, it is also predicted that consumer spending will significantly increase in 2021, with people making all the purchases they put off in 2020.
Whether you’ve had enough of putting plans on hold and want to meet 2021 head-on or you want to future-proof your marketing with adaptable campaigns, call us today on 0208 590 0922 or email us at info@marcomedia.co.uk We’re here for you throughout lockdown and beyond…