Marketing Non-Predictions for 2021

The end of the calendar year usually brings a slew of predictions on what’s going to change or evolve in business over the following 12 months. We’ve set the trend-watching aside, because as 2020 taught us...the best-laid plans often go awry.

So, this year, we’re focusing on what we know, and present our “non-predictions” for 2021.

You Really Need a Strong Web/Digital Presence

When COVID-19 hit, consumers started spending a lot of time on websites and other digital platforms to learn more about businesses. Consumers have also increased online shopping sales, as supported by our research.

We don’t foresee this changing very much in 2021. As the weather gets colder, and with the Pandemic, we anticipate more consumers staying home and continuing to do their company research online. In addition to websites, social media is more active than ever. It’s important that your business has a strong website and social media/digital presence in order to meet the needs of your audience.

You Have to Make it Personal

Personalization was becoming more of an integral part of the customer experience even before the Pandemic. Do you notice when you log in to your Netflix account that all of the content on your profile is tailored to the recent shows you’ve watched? That is a perfect example of personalization!

Consumers want a personal, tailored experience to make a buying decision. It makes them feel that they are getting their money’s worth of a product or service. In 2021, think about how your business can give your customers that feeling of being seen and understood. This can be easily achieved through email marketing, social media, or even your business’s website.

You Have to Make Your Case

People are much more cautious about making purchases, and this won’t change for the foreseeable future. Both your B2B and B2C customers are still recuperating 2020 losses. You need to make the case for why your product or service is worth buying now.

This may mean a different, perhaps softer, marketing message. The buyer’s journey will take longer, and the sales funnel will be longer. Anticipate that you’ll need content to push out along this long process to ensure your audience feels comfortable with making a purchase.

We all hope for a better year ahead. We can assist you in making your customers happy and engaged with your brand during these unprecedented times.

Interested in 2021 non-predictions for the Travel and Tourism industry? Check out our November Travel Round-Up.

By Debbe, President & CEO | November 16, 2020