7 Executives Share Advertising and marketing Predictions For A Submit-Covid 2021

Crystal ball

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I usually ask executives to share annual projections as we start a new year. For 2021, I was looking for insights into how marketing will change after Covid. Below is their insight.

Brands are expected to clearly define their values. Amy Vale, CMO at Dosh

“By 2021, expressing your values ​​will no longer be the exception for brands, it will be the rule, and marketers need to be prepared to stretch their authenticity muscle. We’ve seen an increasing number of brands over the past year speaking out for what they believe in – from supporting the Black Lives Matter movement to companies encouraging their users to vote to being more transparent about sustainability practices. Consumers are reaching a tipping point in voting with their dollars, blaming brands for higher ethical standards. However, it is imperative for marketers to balance communicative values ​​while avoiding a tactless stunt, especially if they are supporting a cause. Any social impact initiative should have one or all of the following three pillars: money (are you putting a meaningful donation to support your support?), Time (are your brand executives volunteering for this initiative?), And knowledge (to raise awareness) the Initiative).”

Brands will focus even more on increasing the customer experience. Bernardo de Albergaria, CCO at Airship

“In the past few years, as an industry, we’ve talked a lot about how B2B marketing has converged with B2C. Deloitte is as likely to have apps as it is for Disney. Recently, the opposite has been the case: data-based 1: 1 marketing on an account basis, which we have often seen in the B2B sector, is becoming increasingly important in the B2C sector. Personalized, even individualized, digital interactions with customers have been everything in this pandemic – whether they are consumers or businesses. In 2021, we will see a much stronger focus in B2C marketing on contextual and relevant customer interactions in the moment, and an obvious shift to focus on increasing customer life – traits that are currently more reminiscent of B2B. “

Brands selling high stakes goods or services need to permeate the digital experience with human touchpoints. Dee Anna McPherson, CMO at Invoca

“In 2021, companies that sell high-stakes goods or services (auto, insurance, home improvement, etc.) will invest more in their digital experiences, but will need extra careful consideration on how to infuse those experiences with human touchpoints. Do this As seamless as possible, a buyer’s online experience. As with many shopping behaviors, for most consumers during the COVID, buying high-stakes purchases has moved online despite the complexity of those purchases. Additionally, 46% of shoppers are likely to continue making those purchases online even after the stores are wide open. However, high stakes purchases are still heavily reliant on human interaction. With this in mind, the most successful business is one that gives online shoppers access to expert support by phone or live chat exactly when they need it – not before or after – and provides their sales force with the data they need first-class hybrid experience between humans and automation. ”

Brands should focus on authentic, data-driven storytelling. Scott Holden, CMO at ThoughtSpot

“The COVID-19 crisis has put pressure on every marketer’s budget. It is therefore important that we only focus on the most urgent needs of our customers. Storytelling is more important now than ever in linking the value of your product to the challenges your customers are facing. However, this must be done authentically and supported by data. In this environment, you can’t create a narrative and look for data to justify it. With COVID-19, data is changing so quickly that we have to use it from the start to guide and shape our narratives. Every person at the front of your company, whether it’s a marketing manager, account manager or sales engineer, needs to be equipped with data right now. Only then is it possible to create narratives that reflect what is happening in the world and are backed by evidence that creates an authentic connection with your customers. This marriage of data and fact-driven storytelling should be a priority for every marketer in 2021. “

Industry conferences will be online-offline hybrids in 2021 and years after. Penry Price, VP Marketing Solutions at LinkedIn

“Industry conferences will be online-offline hybrids in 2021 and for years to come, serving both people who don’t want to travel away from home and people who want to attend in person. We learned during this pandemic that we can communicate better than we thought via digital platforms. Whether it’s coworkers and clients working from home, friends and family socializing outside of business hours, or public figures talking, this one-off pandemic has inadvertently proven that live video is intimacy can achieve even if we can’t be together. And companies that have hosted major events in the past can be much cheaper and get a better ROI because digital means less overhead. “

Be transparent about your purpose-driven business strategy. Kevin Seller, CMO at Ping Identity

“Looking ahead to 2021 and beyond, a top priority for CMOs is to authentically establish purpose brands. Companies that formulate a clear vision for good in the delivery of their goods and services will thrive. We have seen that user preferences have changed in several ways as a result of the pandemic. As a result, consumers are more likely to trade with brands that represent societal problems that make the world a better place, and not just motivated by profits. Social goals are becoming a central theme for businesses looking to engage with consumers on a more meaningful level and create more seamless and memorable user experiences. “

Use the advantages and virtual events of the teammates. Lynn Ledwith, CMO at Ansys

“Marketing has always been about breaking the clutter, differentiating, and delivering seamless, frictionless customer experiences. The pandemic hasn’t changed that – if at all, I believe it has put pressure on marketers to be nimble, take digital-only initiatives, and think more creatively. Looking ahead to 2021, my focus is on making marketing more of a team sport and mobilizing cross-functional teams across the company, especially at events. Last year we held our first virtual event, which led to greater customer loyalty and a renewed commitment of employees at reduced costs. Physical events will not die out and will undoubtedly resurface, but that still seems a long way off. Next year I expect additional profits from this virtual event environment and I will be investing in producing a steady stream of digital content such as augmented reality experiences and virtual booths to enhance that experience. “

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