Edward Estipona, President/CEO
I think we’ll increasingly see more and more marketers examining their own biases in their efforts. Representation from different races and genders in marketing campaigns is becoming so much more important in our culture and will certainly cross over into the marketing realm. I see this affecting campaigns, targeting and even who we use as models in our advertising messages.
Also, we have a new mindset thanks to COVID about how we present information and ourselves. We’re all a little more relaxed and less polished (just think of how people look in most Zoom meetings – you rarely see people in suits). Marketing that is overly “salesy” and overly professional will not be well received.
And finally: I think we’re going to see a shift specific to targeting. Geographic targeting is getting increasingly challenging, as we used to be able to target people in the tech industry, for example, by geotargeting Silicon Valley. But more people are moving as we increasingly work remotely. Targeting by income and profession will become more important.
Nicole Rose Dion, Account Director
- More brands are figuring out how to use TikTok, making their own channels and video content, in addition to exploring working with existing creators.
- I predict we’ll see less hiring of influencers and micro-influencers to post sponsored content on Instagram and Facebook.
- It’s increasingly important to keep your business information everywhere and easy to access across channels — web, social platforms, etc. This includes info like hours and closures, what are the daily specials, what are the COVID rules, and so on.
- There will be so much more online shopping and delivery options.
- I believe we’ll see brands working together to run promotions, contests, ads, etc. to leverage their collective communities.
- This may be wishful thinking on my part, but I hope another social platform emerges with a really good ad platform because I’m so over Facebook!
Read entire article at Estipona Group: https://www.estiponagroup.com/blog/marketing-2021