Marketing trends change every year. It’s usually something to get pretty upset about as change brings new possibilities and challenges us to flex our creative muscles. However, given the development of 2020 and the extreme rates of change in industries due to the pandemic, it has become clear that many industries need to adapt their business models to keep up with their customers’ needs and marketing is no exception.
Awareness of changing marketing trends has never been more important for brands in 2021. We identified 6 predicted marketing trends that caught our attention as it is already a common practice at Image Matters:
It was predicted that this year a whole new level of branded content will accelerate through video, artificial intelligence and interactive content. We can look forward to more technically advanced content that feels more like an experience than just a marketing method. Users expect a lot more from their interactions with brands, and brands need to move up a gear to give consumers what they want before they even know what they want.
We all crave interactions and connections after the isolation and limitation that lockdown brought with it. Brands will strive to fill this void by prioritizing building relationships with their customers more than ever. With the inclusion of content and interactive platforms, we can expect brands to work even harder to build trust and connect with their contacts.
While this is certainly not a new entity, online shopping through social media platforms like Instagram and Facebook has grown significantly. So it’s no wonder that social commerce has been forecast to be one of the biggest e-commerce and marketing trends of the year. Social media platforms, which began as a means of making connection and discovery, will ensure that shopping online is easier than ever. Users don’t even have to leave a specific platform to make their purchases.
In light of increasing political activism around the world in relation to social and environmental issues, it is becoming increasingly important for brands to assume social responsibility. It is obvious that more customers have more respect for brands that take a stand and express their opinion on important issues. Ultimately, brands will express their beliefs and values far more than we’ve seen in the past. This may have been quite a risk to brands in the past, but it appears to have the opposite effect in 2021.
Research has shown that nostalgia makes people feel that their lives have purpose and purpose. As a result, nostalgic marketing has become a very popular marketing style as it provides familiarity and security for consumers – which has been shown to lead to more spend. This is especially true in our society today, where consumers are often overwhelmed by the fast pace of everyday life and are looking for something they can recognize and trust.
Given the statistics showing that users watch billions of hours worth of live video on social media, it makes perfect sense that live video has become one of the most popular forms of content on the internet. In 2020, live video certainly filled another void by making live events and footage available to users while the pandemic locked them indoors. 2021 won’t be any different as brands use live content to bring their services and products to market. From live starts to behind-the-scenes footage to interviews, this is a marketing trend we can expect a lot from this year.
Much of the marketing adjustments made in 2020 were made out of necessity, but they have certainly gained traction and set the stage for this year’s trends. When brands are smart, they will take the opportunity to build and bond with their consumers on a much more psychological level, and to be more explicit about their policies and opinions on global issues.
Pandemic or not, it’s a new year and we’re ready for it!