The pandemic has forced organizations and brands to redefine themselves and rethink the way they interact in a short period of time. As all activities moved online, the already crowded digital environment quickly became saturated, forcing organizations to compete in ingenuity to continue to get their message out and reach their audiences.
This trend will not slow down in 2021. While most people will continue to work from home, digital strategies will reach new heights, but public attention will be more diffuse than ever and the digital media environment more fragmented. .
Here are some of the trends our marketing and digital communications experts see for 2021:
The return of newsletters
One of the most important trends of 2021 in the digital world will be the return of very old technology. Newsletters are making a comeback. Why are prominent commentators turning to private, subscriber-only platforms? First and foremost, it's easier for them to charge fees to access their content, which traditional mass mailing tools can't.
Wanting to develop a more personalized relationship with their readers. What does this mean for digital advertisers? Unfortunately, even greater fragmentation. The proliferation of newsletters is fragmenting the digital advertising market since it allows each publisher to seek advertisers. We will be watching this trend closely in 2021, especially for clients who could benefit from visibility with content from these political commentators.
New ways for brands to reach their communities
The pandemic has forced brands and organizations to rethink how they reach their target audiences and communities. For example, sponsoring or presenting a community program, participating in an event and volunteering were all ways to reach their audiences, but were no longer possible.
Some brands have succeeded in reinventing themselves and in pursuing their commitment in a meaningful way, despite the difficulties. . Each brand has thus encouraged its stakeholders to make a difference in their community, allowing them to have a significant impact. As we look to 2021, brands will need to continue to demonstrate their commitment to their communities in innovative ways.
Tighter regulations and a different approach to digital mobilization
2020 had been a huge year for social media. Not only has their use skyrocketed because of the lockdown, but they had also been at the heart of major events.
For better or for worse, digital mobilization had to deal, for the first time, with tightened regulations. Facebook has started running warnings about content from advertisers promoting clean energy, racial fairness and health habits - sometimes going so far as to ban certain broadcasters - under the guise of regulate “advertising on social issues”. Even the slightest mention of a public issue resulted in some organizations being blocked as advertisers on Twitter. What does this mean for organizations looking to advance their interests online in 2021? First, they will have to change their approach and favor an ongoing strategy to organically build communities of interest, rather than ad hoc advertising campaigns. Next, organizations will need to look beyond Facebook and Twitter, and consider new tactics and emerging platforms to get their message out and reach their supporters.
Influencer marketing: sustained growth and more sophisticated techniques
Influencer marketing has taken off in recent years, and companies will continue to regularly use influencers to increase their reach and brand loyalty in 2021. This once-one-off strategy is now recognized as 'one of the key elements of a brand's communication strategy. Such forms of “peer” marketing rely on consumers' appetites for recommendations from like-minded people.
Brands or agencies will need to work with influencers (or their representatives, which is increasingly common) to develop plans that spell out expected results. This will potentially lead to more performance-oriented deals (deals based on sales volume or number of clicks), as the practice of influencer marketing allows brands to better assess the return on their investment. We can also expect TikTok - a very popular platform with influencers - to continue its rapid growth around the world, and be part of the influencer marketing campaigns of several brands in 2021.
The return of the pendulum in research: less data, more authenticity
More and more voices are lamenting that we have sold our souls to data, and that the frantic search for measurable results is restricting our spontaneity and the clash of creative ideas. This trend will continue and accelerate in 2021, for two reasons.
First, the wild west of digital data is becoming more and more controlled; North America and other parts of the world are adapting to growing expectations for privacy and the dangers of ignoring them. Data protection will grow as our digital literacy increases. Second, we see a return of an appreciation for qualitative analysis - anthropological techniques, field research, primary research, talking with people, ethnographic thinking, focus groups. The proof is that for the first time in years, organizations are turning more to agencies for requests related to brand strategy and storytelling than for issues related to marketing technologies. Although our access to data is rich and vast,
This makes it harder for businesses to get their messages out, especially if they're trying to do it on their own. Using an agency with a large network on both sides of the border (such as SEO agency) can be decisive in ensuring the positioning of your campaigns not even in Pakistan, also all over the world.