Marketing The Right Way In 2021

We finally made it to 2021, and  are we glad to leave 2020 in the dust. The coronavirus brought the world to a halt, and has had a greater and longer impact on spending than any natural disaster. In an unprecedented year, 2020 became the most expensive election ever, saw a dramatic shift and increase in e-commerce, and fueled the dominance of tech platforms.  

As the world looks to move past 2020 and recover, we can begin looking to the future and what the new year will bring us. Chloe Davis of the Winterberry Group joined the Social Media Association on January 20th as she provided the data which helps support her outlooks and forecasts relating to the marketing and advertising for the year ahead. 

Prior projections saw online spending overtaking offline spending by 2023, but with the rise of online spending in 2020, it is now projected that online spending will overtake offline spending this year. This is in part thanks to increased digital channels, paid social media campaigns and social media influencers. Offline spending channels will still be relevant as they are expected to rebound in 2021 as the world begins to reopen and the vaccine rollout continues. This helps show why there is a high probability of solid growth in 2021 when it comes to spending in the marketing and advertising industries. 

Because if it’s not broke, don’t fix it. 

The data from 2020 shows an increase in consumer purchases through social media platforms such as Facebook, Instagram, and Amazon. This means that as long as people continue to spend more and more time on their mobile devices, they will continue to be targeted by these social media platforms to make purchases, especially as the platforms keep updating and improving their algorithms. 

Lastly, Chloe spoke about virtual events and how they will fair as the world starts to return to pre-pandemic days. She explains that as long as the content and material that is provided is compelling and interesting, there will still be a future for virtual events. It is more about the topic and information, rather than the format of the event.  

While there is continued uncertainty at the start of this year, there is a lot to be optimistic about as we look ahead to 2021. 

Be sure to check out our next webinar on February 24th! Click here for more details. 

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Anthony Costagliola

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