2021 Digital Marketing Roadmap for Brands

2021 Digital Marketing Roadmap for Brands

With 2020 officially behind us, it’s time to take what we’ve learned from an unusual and unpredictable year and apply it to the new one that awaits us ahead.  The impact of the pandemic changed consumer buying habits (both temporary and permanent) and accelerated tech and media trends. This has led to a major shift in the way brands connect with their consumers. Yet with the mass roll-out of multiple vaccines in coming months, the after-effects of the pandemic will continue to dominate marketing strategies for brands. As we know, the way brands communicate with consumers during times of crisis can have a lasting impact on the future health of their business. So, as we embark on this new year, brands must continue to evolve in order to stay top-of-mind with consumers.

The age of ecommerce

Even as total worldwide retail sales declined by 3.0% and recessionary conditions set in, ecommerce managed to perform above pre-pandemic expectations in 2020. eMarketer recently estimated worldwide retail ecommerce sales posted a 27.6% growth rate for the year, with sales reaching well over $4 trillion. With ecommerce expected to reach $5 trillion this year, it will be important for marketers to meet consumers where they are: at home. With restrictions on consumers in many major markets expected to last well into 2021, the ‘at-home’ lifestyle will remain a key driver of change, and potentially new opportunity. Now is the time for brands to stay effective in the age of ecommerce and engage at-home consumers. Implement a successful digital advertising plan now to maximize omnichannel sales and rethink your brand’s message to command greater customer loyalty. Strengthening ecommerce capabilities requires careful end-to-end strategy, and in a period of agility and flexibility, are more important than ever.

CTV advertising on the rise

Programmatic CTV advertising spend will continue to soar in 2021. When audiences cut the cord on their cable subscriptions and headed towards OTT services, marketers were quick to follow. However, the pandemic supercharged consumer behavior leading to an increase in streamed content and placed CTV in a critical phase of growth this year. As reported by DoubleVerify, 44% of consumers report using their connected TV devices more in 2020. The increase in CTV presents opportunities beyond reaching consumers in new places. Enhanced targeting can improve TV from an awareness medium to one that can track behavior further down the funnel. With this shift from linear to digital TV, comes a shift in strategy. For example, the increased targeting ability provided by CTV means marketers should center their campaigns around specific audiences instead of certain types of shows. According to a recent survey, 50% of CTV ad buyers said they were shifting from a content-first approach to an audience-first approach in 2021. Digital TV allows for more integration with other digital advertising channels. This is key as the future of digital advertising is not just a matter of brands meeting consumers where they are; it’s about brands telling them what they want, when they want it.

Cultivate virtual experiences

Last year, marketers had to come up with creative ways to engage consumers. Virtual chef demos, mixology classes, fitness classes, live music streams and more. This year will be no different- digital brand experiences are here to stay. As demand for stay-at-home entertainment increases, customer experience has never been more important. Brands can play a role in improving daily life during these tough times. Consumers crave enjoyable experiences with brands that are fun and memorable. By going virtual, brands can also tap into new audiences that are more accessible than would be with in-person events. In 2021 and beyond, virtual events will continue to be a popular route to engage with a broad set of customers. Companies will continue to see the many benefits online events present.

Amplify your brand with consumable content

More time at home means people are looking for easy-to-consume content. Convenient and readily available content like podcasts and newsletters will help brands connect more deeply with customers and provide a more intimate way to stay in touch. eMarketer reports the number of US podcast listeners grew 32.1% by the end of 2020 to 106.7 million. With podcast listening on the rise, make sure programmatic audio advertising is part of your 2021 marketing strategy. This type of advertising allows brands to evolve their marketing and advertising strategies in a natural way. It offers the ability to reach a highly targetable and mobile audience in a brand-safe environment where screens are simply not an option.     

Lastly, developing a digital newsletter is a great way to connect with customers and check in with them, before providing relevant resources that might help them in turbulent times.