Keeping an eye on marketing trends has always been an essential part of successful business growth.
Nowadays the concept of an ever-changing marketing landscape is being taken to another level.
The pandemic has changed the habits of mankind like never before, leading to a global overhaul of marketing that has drastically accelerated its evolution and shifted consumer preferences to all media of audience-brand interaction.
Simply put, the 2021 marketing trends in crypto carry a changed mentality and their adoption will determine the growth of blockchain / crypto projects and companies from this year onwards.
This is why we decided to take a closer look at the global and crypto marketing trends and outline the winning strategies that need to be considered in order to adapt to the new world we are now living in.
In addition, we will also highlight the changes your business needs to make in order to be successful in your crypto marketing campaigns in 2021 as these are essential for campaign performance.
In this report on Marketing Trends 2021, you will learn:
- The change in the public mentality
- Current global and blockchain marketing trends and tools
- Tomorrow’s winners – 2021 trends
- Deloitte, Gartner and Bitmedia do research
- Applying new crypto advertising trends
The change in audience mentality in 2021
It’s hard not to notice how Covid-19 has affected the business world and crypto. It’s foolish to think that it doesn’t affect marketing trends. The pandemic has changed the way we think, behave and even change our habits.
There are no more gatherings and blockchain fairs. Everything moved online and it was the online realm that had to make up for human interaction that the public was cut out of.
Jennifer Veenstra, CMO, Deloitte, 2021
This shift completely overhauls the foundations on which companies built their pre-2020 marketing campaign strategies and requires a new code of conduct that aligns with the values of the newly acquired audience.
According to the Bitmedia analysis of the change in conversions and the Deloitte results, the following are the new bases that form the marketing trends for 2021 with comments from the Bitmedia CEO:
purpose – A company must have a clearly defined purpose. The simpler it is, the easier it will be for the audience to associate their values with what the company stands for. Being a purpose-driven company means WHY is at the forefront of everything you do, attracting an audience that is stimulated by the same quest.
adaptability – Outlined by agility, this change in the marketing trend is characterized by the fact that it is possible to react quickly to market conditions and the requirements of the public.
Predicting these changes is quickly becoming a game changer and laying the foundation for the Internet of Behaviors (IoB). For example, Bitmedia continuously registers global audience behavior, so our customers no longer have the hurdles to guess how to set up their crypto marketing campaigns.
2020 saw the global audience not only migrate to the online space, but also become the crypto market participants. Aided by government stimulus programs, a certain segment of the public was finally given the opportunity to own cryptocurrency, while others who spent more time at home flocked and significantly boosted blockchain-based entertainment, including online gaming and more.
Matvii Diadkov, CEO of Bitmedia
Human experience – Faced with the drastic reduction in human interaction, people turned to the online world and had to make up for it. Blockchain conferences and trade shows have switched to virtual communication, and customer communication has shifted to bots that mimic communication with a real person. We can’t say how successful bot technology is right now, but it is definitely a trend that will continue to evolve as it grows.
Value and participation – The digitization of human experiences is supported by the value that companies carry and their purpose. Outlining values and connecting with audiences based on the shared values is now becoming a pillar of crypto marketing in 2021. Participation is about engaging the audience you attract and creating a community. It is closely related to and outlines the human experience that in order for a brand to conquer the market, it must not only attract but also retain the public through its values and purpose.
Current marketing trends, tools and changes
As we all know, online marketing is a very broad domain that exists within, but is not limited to, digital / banner, social media, content, email, and video marketing media. While all of this is important, a good CMO must always consider the stage their company is in and determine the right marketing strategy accordingly. The most important competencies of the marketing strategy that came into play over the last year can be summarized in four simple words:
Attract – educate – involve – connect
In fact, these pillars have been around for years, but now they are becoming increasingly important in their own way. While it may seem like now we can all pack up and go, it really is the tools behind these words that reveal the crypto marketing trends of 2021 and the steps to take not to lose in the brand awareness game .
Digital marketing acts as the primary tool to attract new audiences. This assumes that you are working with a Bitcoin advertising platform like Bitmedia that will push your banners over high traffic publications and get your brand known first and foremost. According to Gartner, global digital marketing trends are moving from automation to hyper-automation, transforming the medium into a decision-making and budget adjustment system within seconds. The triggers for this trend are the rapid changes in 2020, which prompt companies to react quickly to changing conditions and priorities. Since digital marketing in crypto is a little more complicated compared to the non-crypto domain, it is hard to say that automation has been widely adopted by all players in the marketing industry. However, this makes us unduly proud of the progress Bitmedia has made in this area.
Most of the participants in the crypto and blockchain industry have matured greatly and gained a professional attitude towards their marketing strategies in 2020. The projects and companies that follow the real purpose are now opting for long-term marketing strategies and investing in technological and agile commitments. In response to IoB trends, we are the only company in the industry that offers its customers programmatic real-time purchases and will shortly be adding new ad formats to translate our customers’ WHY.
Matvii Diadkov, CEO of Bitmedia
Content Marketing is the second phase of a marketing campaign that educates, engages, and connects with the audience. It includes social media, blog and email marketing and provides audience loyalty in all phases of organizational growth. The pandemic caused hype like growth in email marketing in 2020, but bounced back when the market was flooded with irrelevant newsletters and similar email communications. Even so, as long as it is your existing user base, it remains and will remain an important way to speak to your audience. Blog content is still important if it’s not the focus of a marketing campaign that includes it. Once your crypto business is discovered, blogs describe the voice, purpose, and values of your business and create an emotional connection with the audience.
2021 marketing trends in crypto and blockchain
Now that we identify the current marketing trends and understand the incremental drivers, we can outline the marketing trends of 2021 and learn how to apply them to stay successful at audience acquisition and retention.
Trend 1: humanizing digital interactions
At a time when the public is limited to physical communication, the digital world has no choice but to depict such interactions. This move leads to widespread adoption of communication bots, personalization of digital ads, communities, and an added level of engagement that brands must now offer.
Trend 2: automation of digital advertising
Digital advertising in the form of banner ads remains at the forefront of brand awareness but is now turning to hyper-automation. This ensures that the brand remains resilient to external market factors influencing audience behavior.
Trend 3: Growing importance of a strong identity for projects and companies
Businesses need to be clear and straightforward about the purpose they bring to the world, why they do what they do, and the ideology they follow. As you become familiar with your audience, not only will you attract them in 2021, but you will also get them involved and become an active community. The public needs to feel part of a movement and be absolutely sure of what the brands they support stand for.
Trend 4: Omnichannel Marketing (Publications, Social Media, Video Content, Blog Content, UGC)
With a global shift to the internet, brand awareness now depends on being wherever your potential user base is. Once discovered, your brand must be visible on all information supply media, which in turn creates strong credibility and reputation.
Trend 5: The search is voice-controlled and the increase in faster queries
With the population’s attention span steadily decreasing, people are turning to anything quickly. A quick query has to return a quick reward and marketing has to adjust accordingly. By aligning your strategy towards providing quick answers to the questions, you increase your chances of getting the traffic that digital advertising brings to your company’s online pages.
Summary of Marketing Trends in Crypto
The world is a very different place than it was a year ago. With the development of technological progress, the world population has switched to online, and digital interactions have become the main source of communication.
The availability of the target audience in blockchain has simply increased dramatically due to the changed work and living environments, which has led to changes in all aspects of corporate governance.
Marketing trends in cryptography are getting more personal, and while basic tools are still important, it is now trust and value-based conversions that are starting to generate traffic flows.
After all, it is the agility of marketing strategies, omnichannel distribution and the implementation of RTB and IoB that will make your company the leader in the blockchain world in 2021.
Join Hacker Noon
Create your free account to unlock your custom reading experience.