The year 2020 will end soon, and a lot of people would love to erase it if they could because of the disruption the covid-19 pandemic had in their lives. It has also brought a big change in how businesses work and function. Marketing too had to adapt to these changes. Digital marketing has become more and more important today, with many people not moving around as much as they used to before. However, this change will continue next year as normalcy is predicted only to happen by the end of next year or after that. What can we expect in 2021?
Today we have a look at how marketing might look like next year.
– Marketing budgets will be tighter
With the slowdown in the economy, every business function had to cut costs, resulting in a lower marketing budget. To justify the marketing spending, the returns will need to be justified more so that ever. Metrics will be clear and constantly monitored to bring down anything which might not work. More focus will be given on those strategies which provide higher returns.
– Creative and innovative thinking will lead marketing strategies
We don’t know what exactly the landscape will look like next year, but a lot of creative thinking will be needed by marketers to meet business goals. This year, we have a preview of this. Less and fewer people coming together now as events and programs have moved into the virtual world. This change in consumer dynamics needs to be capitalized and with innovative ideas. The last IPL season showed how brands had to innovate to justify their spending by can keep their audience engaged and bringing in more viewers.
– Interaction and inclusion will go virtual
One of the aspects which people missed during the covid-19 pandemic was the interaction that people had. With the situation not looking to ease out soon, marketing would have to re-create the interaction people crave in the virtual world. It can be via communities, webinars, celebrity meets, events, concerts, discussions, and on and on. A lot of focus would be needed to fulfill the need to be valued and included.
– Social media will only grow bigger
Social media becomes a perfect partner to fulfill our need to be social. With people maintaining distance, social media helps them stay connected and interact with people and brands. Those brands that invest in social media to create communities will see higher engagement and a connection with their audience.
– User experience will play a big role in SEO
Today it is not just the content that will decide your website’s position in search engine websites but also the overall user experience. Search engines would want to provide better results to their users, and it has now reached a stage where it wants to provide a good overall experience. Google has already announced that in the year 2021, there will be a major change in their search algorithm where it will be incorporating user experience into their ranking factors.
In no way is this an exhaustive list, and also, as the year 2021 unfolds, we will see a lot of changes to our marketing world. One thing 2020 has taught us which we won’t want to erase from our lives is the need to adapt and be agile in this uncertain and unpredictable world.