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What will 2021 hold when it comes to marketing \u2014 or anything else, for that matter?<\/strong><\/p>\n With the promise of not one, but two, effective vaccines that are beginning to make their way into facilities across the country and beyond, it\u2019s finally safe to say that hope is on the way \u2014 and that the consumer behavior patterns we\u2019ve seen this year will have an impact on marketing even when Covid-19 poses less of a threat.<\/p>\n With that in mind, let\u2019s take a look at the marketing trends experts are predicting for this year:<\/p>\n A changed \u2014 and lasting \u2014 approach to the way we buy and sell<\/strong><\/p>\n Due to serious concerns about its potential to spread, the coronavirus ushered in a significant shift in the way consumers secure products and services, from medical care to dinner. Having thoroughly enjoyed the convenience of home delivery, chances are this trend will only continue \u2014 even when it\u2019s safe to frequent brick-and-mortar locations.<\/p>\n Do your marketing practices and purchase options reflect that preference? If not, it may be time to consider a new pathway to improve the buying experience going forward.<\/p>\n More ads on e-commerce platforms<\/strong><\/p>\n With consumers buying much more online these days, it\u2019s only logical that that\u2019s where marketers are meeting them, funneling more of their advertising dollars into e-commerce platforms along the way.<\/p>\n Two additional key benefits of this route? Most e-commerce sites are very well equipped to track ROI, and they provide excellent insights on their customers, enabling marketers to better target them. If you haven\u2019t taken this tack yet \u2014 or you haven\u2019t invested much in advertising on e-commerce platforms to date \u2014 consider making it a real priority in 2021.<\/p>\n Brands sharing what matters to them<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n In 2020, a year that was politically charged for so many reasons, we saw brands step up and advocate for the causes they believed in \u2014 and many were rewarded with a significant boost in sales as a result. By the same token, consumers demonstrated that they were unafraid to inquire about a business\u2019s priorities or politics and called out those who didn\u2019t seem to practice what they preached.<\/p>\n We don\u2019t foresee this changing anytime soon. It may seem outside of your purview \u2014 or theirs \u2014 but customers will likely expect to hear about your opinions and\/or business practices when it comes to what they care about. If you don\u2019t offer that information up front, don\u2019t be surprised when they ask.<\/p>\n A call to customize, customize, customize<\/strong><\/p>\n Working from home has proven to be more than a situation-specific trend, with a number of companies closing their physical locations thanks to the proven productivity and cost savings a remote team provides. However, they\u2019ll need a way to make up for the distance, and many believe that will come in the form of customization, with personalized marketing taking the place of powerful in-person interactions. Think targeted videos, virtual relationship building and even more of those Zoom meetings we\u2019ve come to accept \u2014 if not embrace. As such, ask yourself, \u201cWhat am I doing to make my buyer feel like they\u2019re the only one in the room?\u201d<\/p>\n A greater focus on retention<\/strong><\/p>\n You probably know that it\u2019s easier (and cheaper) to connect with and maintain the customers and clients you have than it is to recruit new ones, but that doesn\u2019t mean your marketing behaviors align with that insight. This is the moment to make sure they do, as retention has been shown to matter more than ever in the past several months. You\u2019ve got to ask yourself what you\u2019re doing to hold on to your audience, whether that\u2019s through targeted marketing, a stronger focus on strengthening existing relationships or developing a product line that would be of interest to your best buyers.<\/p>\n<\/div>\n