It goes without saying that 2020 was not a normal year, for marketing or anything else. Widespread disruption has impacted and changed every industry, and will continue to do so for the foreseeable future. Thankfully, as we head into 2021, we are able to get a clearer image of what is happening in the marketing industry and what we can expect from the year to come. In this article, I look at five predictions for marketing trends in 2021.

1) Agility

Though we have a clearer view of what to expect moving forwards, one thing that 2020 has taught us is that we can never assume we know for sure what tomorrow will bring. Change is always inevitable, and the changes that 2020 have brought will not be going away in 2021. Agility and the ability to respond quickly to a changing business environment will be more important that ever in determining how well your business is able to navigate this changing landscape and take advantage of the opportunities it will present.

2) Remote service

One of the lingering impacts of the pandemic response will be a much wider use of remote services, whether that be telecommuting, video conferencing, or home delivery of goods. While it was necessity that introduced a wider market to remote services, their convenience and ease of use will retain that market, meaning that utilising new channels to reach customers will be an essential part of the coming year.

3) Tracking results

As home services increase, ad spend from companies will shift towards promoting ecommerce and remote service options. For marketers, this will mean even greater focus on being able to track and measure specific results. Ecommerce brings with it the ability to truly follow the customer’s journey from beginning to end, making it possible to optimise every aspect of your marketing in ways that are difficult to achieve with other sales channels.

4) Trust and security

In a changing world, customers want to know that their interactions with businesses will be stable, predictable and safe. Customers in 2021 will be more insistent than ever on reliable products, great customer service and frictionless interaction with your business. Take the time and effort this year to make sure that every part of your customer’s journey is optimised to present the best experience possible and your customers will reward you for it.

5) Sincerity

Calls for increased inclusion and a fairer society ran throughout 2020, and will continue to do so into next year. Companies across the world have reacted to these sentiments, but in too many cases these were seen by customers as transparent attempts to capitalise on the issues. In 2021, it will be important not just to say that your company cares about the issues facing your customers, but to show that you are genuinely taking action to help deal with those issues.

John Rowbottom Design and Marketing look forward to helping you with all of your marketing needs in the year to come. To find out what we can do to help your business, visit us online at JRDM.com.au.

Seasons greeting to all our customers – the JRDM blog will return with new content on January 6th 2021.

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