The big headline topics for 2021 (in our opinion).
Digital Changes in Consumer Behaviour Are Here to Stay
According to McKinsey the pandemic accelerated ecommerce adoption by 10 years in just 3 months. In fact, 60% of companies across sectors witnessed new buying behaviours over this past year. The time to pivot and keep up with the demand for quick and easy online ordering, pickup, and contactless delivery has passed. Now, companies are looking to build security and resilience for the future.
IBM’s most recent Institute for Business Value report finds resilient infrastructure is a priority for 52% of retail brands, alongside deploying contactless mobile payments (47%) and creating more robust digital selling platforms (45%).
There’s no point in waiting for a return to “normal” Plans you had put in motion must be re-evaluated and reprioritized.
Improving Content Velocity and Quality to Get the Edge
Paying lip service to content by simply generating volume is a poor approach. Publish good content and if If you only publish once a month, you’re missing out on so many opportunities to appear in search, social, email, and other channels when compared to your more productive competitors.
Any strategy to scale content marketing must factor in both velocity and quality in equal measures.
PPC and SEO Deepen the Bond
It’s not enough that PPC and SEO teams simply know what the other is up to. SEO and PPC synergy must go beyond sharing data and results back and forth. But rather working collaboratively to ensure the most consistent coverage on those terms while limiting costs to maximize ROI.
The current environment requires proactive planning and a shared commitment to providing the best possible answer to each consumer’s need, at every step in their journey to purchase.
Going forward, paid, and organic search need to be true. Both teams should share an understanding of available SERPs features and placements on the brand’s most valuable brands.
Growing Focus on Meaning and Purpose
Knowing your “why” helps differentiate you from the competition and stand in an authentic place. That attracts customers. Coming from a place of purpose will drive marketing to new heights and bring customers better suited for what you have to offer.
Meaning and purpose are the marketing trends that allow companies to transcend transactions.
The Rise of Programmatic Advertising
With insight into real-time reporting, finite targeting options, enhanced fraud protection and detailed budget spending optimization, there are many reasons to make this trend a top focus.
If paid advertising is part of your strategy, then programmatic advertising is your best-friend for 2021.
More Social Selling on LinkedIn
Many people still underestimate the power of social selling on LinkedIn and, more importantly, the quality of leads you’re able to generate via paid ads. CPCs are high compared to Facebook, but you’re paying for quality.
Most decision-makers are on LinkedIn. If you’re not showing your face there, you’re missing out.
Growing Importance of Direct Mail
People are spending more time than ever at home, and businesses are tapping into this with physical touchpoints, such as postcards. Expect to see even more ads in your mailbox in 2021.
Direct mail is growing exponentially