Few could have imagined the severity of events we’d collectively face in 2020. As unlikely as many of these may have seemed, it’s clear that they will shape the world of business for decades to come. In this blog, I take a forward-facing look at what trends you can expect to see in Brand and Digital marketing over the next 12 months.
The effects of Covid-19 will, without a doubt, be the biggest disrupter of 2021. The unprecedented crisis continues to decimate once-profitable businesses and economies, but despite this, there are some positives we can look forward to in 2021.
Many businesses that thought remote working was impossible in January, quickly found themselves adapting to the practice overnight. It’s now easier than ever to do business virtually. Major corporations are already ditching expensive city-centre office spaces, favouring working from home through services like Zoom or Microsoft Teams. As work-life benefits become more apparent, expect more companies to pivot towards this approach in 2021.
Virtual events began too out of necessity but will continue well into 2021 (and beyond). Increased accessibility, lower costs, and a higher potential ROI all make switching to virtual, virtually impossible to resist. However, the key to mastering these virtual experiences will be offering more tangible value to attendees and consumers than was traditionally possible.
‘Informed buyers want to buy from informed brands’ Forbes.
Connecting with your audience and customers will become more important than ever in the upcoming year. People connect with people, and brands recognise that it’s no longer enough to sit back and quietly condemn on key social and perceived political injustices. Brands authentically supporting movements like Black Lives Matter, #MeToo, and other socially responsible causes can expect greater engagement and advocacy from their key audiences.
Nike embodies this ‘stand-up and be counted’ ethos perfectly, check out their Colin Kaepernick and ‘You Can’t Stop Us‘ campaigns. Personifying the brand in a way that reveals just who and what they stand for.
While international travel might restart in 2021, it’s clear more consumers than ever are looking to their locale for high-quality goods and services. People are ditching big players in favour of supporting local businesses and entrepreneurs through the economic hardship caused by the pandemic. Burger King even acknowledged this switch in buying behaviour and garnered some excellent PR by handing over their social channels to local businesses in 2020.
Throughout lockdown, users have flocked towards platforms like Instagram and TikTok. This has resulted in a staggering number of entrepreneurs setting up boutique businesses directly through those channels. Some estimates put the number of companies launched in this period across the UK alone at above 10,000. Were you thinking of starting up a boutique of your own? Exotic takeaway foods, sweet treats and handmade homewares are proving to be a huge hit.
In 2021, consider how you can localise and engage with those around your key locations – They’ll likely be your strongest advocates and the best way to build up a loyal fanbase. There’s really no excuse, social and online advertising platforms have long provided ways to target and customise your adverts to local markets.
Continuing with the unstoppable march of social media, 2021 promises much from the short-form video. These memorable, quirky and un-arguably addictive snippets are ideal for driving engagement in a world where it’s essential to remain at the forethought of your consumer. Expect short-form video to continue it’s meteoric rise to becoming one of the cornerstones of modern digital marketing, especially amongst the younger generation.
Looking to supercharge your brand marketing in 2021? Contact the Burns Creative team, and start this year on the right foot. Get Started