As we prepare for the start of the new year with renewed optimism, we wish everyone peace and prosperity.
After 2020, in some ways a return to traditional life will be a blank slate. The groundwork for success in the 2021 marketplace is being laid now by brands that are actively communicating with their customers and providing value. The actions taken today could have a big impact tomorrow. A return to the previous normal is not guaranteed given that the general population has experienced such a dramatic shift in the way it handles every facet of daily life.
Whether you are a B2B or B2C, working to stay relevant and being helpful and genuine while speaking to your audience is one of the most important things you can focus on. Our job as marketers is to grow alongside our customers’ habits and needs, giving them an experience that helps solve their problems and makes their lives easier during a time when there are so many challenges.
If you are not already into audience targeting, 2021 is the time to get started. No longer can you do mass messaging and expect all prospects to respond. Developing customer personas and target audiences are essential skills for today’s marketer.
In 2021, more brands are aware that their participation in their community matters to customers. We’ll see that in their campaigns. We’ll see it in the causes and organizations they align their brand with. And most importantly, we’ll see more customer, human-centered marketing. Being authentic and speaking to your audience like real people will always win.
A quick punch list for 2021:
- Paid media will get trickier as consumers grow ever more distrustful of advertising.
- Paid social will be more effective, as more and more of our worldview is shaped by what shows up in our social channels and streams.
- Hyper-focused, audience-relevant and credible content could be the most seamless way to inject your brand into your target audience’s consciousness.
Video content and stories (both Instagram and Facebook) are key. TikTok has definitely come into its own and is growing exponentially. TikTok is one of the fastest-growing social media platforms of 2020. With over 500 million users worldwide (mostly Generation Z with ages from 16-24), TikTok presents itself as a fresh, new way to reach the youngest consumers. Adapting to the new trends of social media can be a great way to stay connected and relevant to younger consumers.
Suasion Communications Group is an award-winning, boutique agency with a passion for branding, public relations, digital and creative design. If you would like to learn more about how our team can help grow your business or organization, call 609-653-0400 x103.